Forecasting, Standardization, and the Americanization of Color

Abstract

In general, color is a cultural construct, a physical and optical property that conveys a specific culturally produced and disseminated meaning. As a seasonal element of fashion, color becomes a physical expression of the Zeitgeist, or the defining mood of a certain era. In the United States during World War I, when the purchase of domestic products was considered to be a patriotic act, colors for women’s wear became an expression of nationalism.Instead of simply adopting Paris aesthetics as reference for new fashions, the “Textile Color Card Association of the United States” (TCCA) created a distinctive American color atmosphere. By developing colors related to current events, and partnerships with the U.S. military and the Metropolitan Museum of Art, the TCCA contributed to national identity. As little is known about the TCCA’s color forecasting methodology, the aim of this article is to explain its approach towards color standardization and the seasonal application of color for women’s wear during its formative years.