
Member in Focus (Sewing as a Business): SheBear0320
Full Name: Sheila Somers
Member Since: 2008
Sewing Business Logo: 
Website: http://www.chianto.ca/
Home Base: Winnipeg, Manitoba, Canada
What is your sewing business?
Chianto by Sheila – custom design and production of athletic performance apparel.

Is this a full-time business or part-time?
Definitely full-time – and then some at certain times of the year.
What is the range of services you offer?
Chianto by Sheila has evolved to be primarily focussed on the custom design and production of one-of-a-kind performance apparel for figure skaters, dancers (including ballroom), bodybuilders, competitive bikini and fitness athletes, gymnasts, swimmers, etc. Chianto by Sheila also has a limited product line geared towards figure skating, fitness and technical wear.
How did you get started in your business?
When I started out in 1998, the business was known as “Chianto Crafts & Clothing” and provided a variety of services and products including formalwear, bridal, home décor, crafts, children’s clothing and pretty much any item requested. The first several years were spent getting my name out and promoting my work quality. Had a year-round booth at a Crafters’ Marketplace and attended many craft fairs in and around the city and sometimes further a field. It was through these booths that I met a couple of local designers and did a variety of piecework for both of them. One of these designers gave me my first referral into the world of competitive bodybuilding and fitness.
It took several years to find and develop the performance apparel niche that I now work in exclusively.

Photo by Melissa Boychuk
What made you decide to pursue this particular business?
In junior high, I accompanied a friend to an acting audition for the school play and immediately fell in love with the costume and props department – first play I assisted with costumes was “South Pacific”. Two loves came out of that chance encounter – a love of musicals, especially live theatre, and a passion for costuming regardless of its form. About 3 years after that, I saw Toller Cranston on a television special which served to expand my vision of costuming opportunities.
From those early encounters, I knew I wanted to pursue costuming – it was just a question of how and when.
How long have you been running this business?
Plans began in the fall of 1997 to start a sewing-based business, but the official start-up date of Chianto Crafts & Clothing is May 1, 1998 – just passed the 15th anniversary. The progression towards a performance apparel niche began in 2002 while I was volunteering at a figure skating competition. Another volunteer with the “I hear you sew” introduction approached me. Turns out she was looking for someone to make skating pants for her son as she couldn’t buy “off-the-rack” pants that were long enough. I took on that project for a minimal cost as I had not sewn much with spandex fabrics. The rest, as they say, is history. In June 2007, I added the Chianto by Sheila label, which is attached to the “new look” of the business, and the complete switchover to athletic performance and practice apparel took place. In June 2007, the Chianto by Sheila website was also launched.

Photo by Images by PW
How did get your name out there when you first got started?
Computer-printed business cards were handed out at all craft fairs I attended. In addition, kept business cards in the permanent booth at the Crafters’ Marketplace and also left them at the fabric stores around town.
As the business evolved, I targeted specific locations to leave my business cards – dance studios, gymnastics clubs, fitness clubs, etc.
What kind of advertising worked for you in building your business?
Once I started working in the performance apparel field, business cards were printed up at a print shop on heavier stock for durability and a more professional appearance. Also developed a couple of colour flyers outlining the available services and colour photos of past work. Attended competition vendor boutiques and bought advertising in competition programs (all very reasonably priced). In addition, donated gift certificates or products along with promotional literature to silent auctions and raffles.
I have also provided on-site competition seamstress services at 3 national level figure skating competitions since 2009 and am scheduled to do another one this fall. At one of these competitions, I was interviewed by the local newspaper and the story appeared both in print and on the internet.
I was also fortunate to have our local CTV station approach me to do a 45-second spot on my work for an “I Believe” series that was part of the 2010 Olympics lead-up. The spot ran for 10 months at various times of the day and was fabulous publicity – 3 years later I still have people approach me to say they saw me on that spot.
What kind of a budget did you have when you first started and how did you make it work?
The start-up budget was very limited which worked since the sewing business started out on a table in the corner of a spare bedroom. To make that small budget work, supplies were purchased for projects as they were needed. Income from the business was put right back into the business to help it grow (slowly) over time.

Photo by Images by PW
What kind of turnaround time is there in your business?
Turn-around time completely depends on the time of the year and the type of product. Minimum turnaround times for on-hand product is 48 hours, custom orders is 4 weeks and special orders is 3 weeks – these timeframes are for slower/regular workloads. During very busy times, it can run into the 8 to 10 week timeframe for custom orders. I do all the design and production work myself. I have repeat clients who give their deposits 6 to 8 months ahead of their competition date just to ensure they are on my “production schedule”. These time frames are from initial consultation to final delivery.
How long does a typical project take and do you charge more for "rush" jobs?
This is a really hard question to answer – most of the work I do is one-of-a-kind so there really isn’t a “typical project”. I will take on “rush jobs”, time permitting, but there may be a 25% rush order charge on any custom order requiring delivery in less than 4 weeks.
Do you participate in trade shows?
I participate in trade shows usually at annual conventions. I also participate in vendor boutiques at competitions and workshops. At this point in the business’s development, I attend far fewer trade shows and vendor boutiques throughout the year than I did at the beginning. However, it is important to keep in personal contact with potential new clients as they become involved in a particular athletic pursuit.
How do you set your prices?
Prices are based on materials + labour + overhead. Formulas have been worked out for me and I just slot the numbers into the formulas and come up with the total. Different formulas are used for custom work, alterations work and product line work.
Do people ever try to haggle with you about your rates?
All the time!!!!!

This is a photo of a suit I did for someone in Michigan -- a referral I received from a PR member.
How do you handle that?
For one thing, when it comes to custom projects, I emphasize to potential clients that they are paying for a one-of-a-kind product. Their design will not be duplicated and in cases where the fabric print is very distinct, I won’t even use the same fabric in another project during that competition season.
I have developed the practice of asking clients during the consultation process, how much they would like to spend on their custom order. I can then design to their budget and present options to them for staying within that budget to achieve the look they want. I have several clients who prefer to have a more elaborate design for the project and then do the crystal embellishment themselves. In this way they stay within their budget and are able to get the unique design they want.
When it comes to my limited product line, I politely indicate that if they want WalMart prices then they should shop at WalMart. I am not, nor will I ever be, like WalMart.
Did you adjust your rates after you started?
When I started out I used a lower labour rate to introduce my skills and even that lower rate was an under-valuation of my skill set. I have always charged for all materials costs.
Once established, I set my hourly rate at what I determined to be a realistic level. Since that time I have increased my hourly rate as I have developed and furthered my skill level. At this point overhead expenses incurred in the operation of the business were pro-rated and an overhead percentage added to all production. The overhead rate based on expenses is adjusted on an annual basis.
Did you undervalue your services?
At the outset, I knowingly undervalued my labour rate because I thought it was the only way to get clients to “try me out”. Now I price according to the work I do, the materials involved and an overhead percentage – believe it or not, I find I now get a lot more respect for the work I do and am as busy as I want to be year-round.
Are you incorporated?
No, the business is not incorporated – Chianto is a sole proprietorship with both federal and provincial business numbers. The business names are also registered with the provincial Companies Office.

Photo by Julia Unchura
What accounting things do you need to worry about in a sewing business?
You need to be aware of the small business laws in your jurisdiction – that includes laws at the municipal/county, provincial/state and federal level. You also need to be aware of the taxation laws whether you are incorporated or not – when are you required to charge, collect and submit tax; how often do you have to submit; what benefits are there to registering to collect tax if it is optional. Business licensing is also another important area to be aware of – what licenses and/or permits are required in your jurisdiction. All of these may apply to home-based businesses as well.
More specifically related to the actual accounting, inventory control will become an issue – this includes materials inventory and product inventory (if you are making product line items to be produced and sold later). Then of course if you are doing custom work that is another level of accounting processes.
If I had it all to do over again, I would definitely have taken a basic business accounting course either before I started or in the very early years to develop a better understanding of all the ins-and-outs of business accounting. I’m lucky to have another family member who is capable of dealing with the finer points of business and taxation accounting.
Do you have your own accountant or do you keeps your own books?
I look after the day-to-day records and billings and a family member does the actual computer accounting including month-end, year-end and annual tax filing. I tried using an outside accountant/admin assistant and it did not work out well.
What kinds of expenses do you need to keep track of?
Keep track of all purchases related to the business – including trade publications, all materials used to make your product/custom work, machine upkeep, office supplies, printing costs, etc.
I do not have a separate business vehicle but I do keep track of all my business mileage and at the end of the year, vehicle expenses (repairs, fuel, licensing and insurance) are tabulated and the percentage of business mileage determines the percentage of the expenses that are deemed “business expenses”.
With a home-based studio, it is necessary to keep track of household expenses (electrical, water, heat, etc.) and determine the percentage of those expenses that are business expenses based on the percentage of square footage.
Where do you do your work?
Chianto by Sheila is a home-based business.
Do you have a studio?
The Chianto studio is a 500 square foot area at the front of my home. When you come in the front door it is the first thing you see. The studio is located in what was the formal living and dining room of the house.
In addition, the main bathroom is available for client use and a spare bedroom serves as a fitting room. Approximately 350 square feet of the basement is devoted to the storage of materials and inventory.

My studio is currently in a state of flux, as we are in the process of adding new baseboards and establishing a new set-up. The U-shaped sewing area will be completely changed with the "new and improved" set-up -- the new set-up will give me more open floor space which I really need.
Do customers visit you or do you go to their homes?
Most clients come to my studio for consultation and fittings. When feasible, I will meet figure skating clients at the rink and will do an “on-ice fitting” (the main rink for the city is only about a 5 minute drive from my studio).
I do have many long-distance clients and those consultations and fittings are done through e-mails, videos and photos.
Do you have any employees?
I do not have any employees – I do have a contract cutter currently. As a home-based business you have to weigh the pros and cons of contract work vs. employment (workers compensation, payroll deductions, etc.).
What are the challenges in hiring people in your business?
Finding people with the skill set required is a huge challenge – even being willing to train and develop someone has its own set of challenges as most do not want to start at an introductory pay level, they want to start at a top wage to learn. When you factor in all the other issues you need to deal with when having employees, it is often more effective to look for contract workers.
These challenges also present themselves when looking for contract seamstresses to do piecework. It’s been a hard road to find reliable workers.
Do you keep a lot of inventory or do you only buy as orders come in?
Over the years I have developed an inventory of basic supplies – for example black nylon spandex will always be used and it is cost-effective to order it in large amounts to save on the per metre cost. When I order specialized fabrics for custom orders, I tend to order a few extra pieces just to have a variety of pieces in the studio for clients to look at. Also keep swatch sets in the studio from a few different suppliers.
I now order the majority of my supplies (both fabric and notions) from wholesale suppliers so order in bulk to save on shipping costs.

Some of the "business stash" is in boxes and other is still on the shelves. What I've provided photos of does not include all my elastics, notions and embellishments, nor does it include the large volume rolls of fabrics.
What are some of the overhead expenses that someone in your business has to worry about?
Electrical, heating/cooling, building/space rental, machine maintenance and upkeep, shipping/postage, cleaning, travel.
How do you handle customer unhappiness?
I work one-on-one with each of my clients to address concerns/issues before they happen. One of the key things is to know when to walk away – I try to determine that before the project even begins to avoid frustration after I have put a lot of work into the project. If the client is making unreasonable requests or expects “extras”...that needs to be addressed at the outset. Being confident in your abilities and what you are able and willing to do is very, very important.
How do you get repeat business?
Repeat business comes from developing a good working relationship with your clients. Repeat clients ensure an ongoing income for your business from year to year. Repeat clients can also become good referrals for new clients through both direct referral and word of mouth advertising.
I am at the point now where I have been in the athletic performance field long enough that some of my first clients are now coaches or trainers and are referring their students/clients to me for their costuming needs.
I have to admit that I have very few clients that I have only done one costume for – a large majority of my clients current and past have been repeat clients.
Are you happy with your income from your business?
My business is completely self-sufficient at this time and does not require any owner investment but it has been a real process to get there. The business also contributes financially to the household expenses (i.e., portions of electrical, water, heating/cooling, etc.). I take regular draws from the business as my “paycheque”.
At this time those draws would not be sufficient to support my family of two people, but they do contribute to our “two-income” family. A significant portion of the money the business makes is put back into the business so it can grow further but that is a decision that was consciously made.

Photo by Images by PW
Do you find that you are working more hours than you'd like?
I am aware that at certain times of the year, I will be putting in very long hours to meet deadlines for competitions. I also know that I can choose to take on less work to reduce those hours. I have the flexibility to pick and choose how many hours I want to devote to the business. That’s one of the things I like the best – I get to determine how much and how long I want to work.
For the past four years I have shut the studio down for a minimum 3-week consecutive period every year to go on vacation. As the business has grown, I find this “shut-down” period is essential for my personal well-being. Up until four years ago, I hadn’t taken a vacation from the time I started the business.
How do you balance work and your personal life?
Having a home-based business is definitely a balancing act between your business and personal life as both function from the same location. In my case, the studio is always visible – it is right inside the front door and given the open-concept nature of our home, there is no door to shut on the business at the end of each day.
I have minimum “work hours” which are spent in the studio doing strictly business related tasks. At certain times of the year those hours will be extended to accommodate higher production.
I also set aside “personal hours” which are spent in the studio working on personal projects – I shoot for an average of half an hour a day.
When you have a home-based business it is always a challenge to find that delicate balance between business and personal. One of the things I do is to set aside times/days that I will not schedule any appointments. I also find that what works for me is to work extra hours on some days to allow me to take a whole day or consecutive days off a few times a month – for example I may work 6 – 10 hour days one week but then take 3 or 4 full days off the next. Scheduling the workload is very important.
What do you wish you had time to do in either your business or outside?
Business-wise I would like to have more time to work on and develop the website – it’s always the thing that falls to the bottom of the “to-do” list. Since the website work is all done within the “family”, it requires a unique balancing act to get any work done on it. The website as it stands now is basically an internet presence – potential clients can find out about me there and then contact me for further information and to discuss possibilities.
Personally, I would love to travel more – travelling and seeing the world has been a life-long passion. We particularly like to go on “active vacations” where hiking is an integral of the vacation plan.
Do you ever get to work on personal sewing projects?
I try to find time to do some personal sewing projects, mostly home décor and a variety of things for my 7 grandkids (ranging in age from 4 months to 13 years – 6 boys and 1 girl). I try to sew clothes for myself, but I have to admit it is my least favourite sewing as it’s such a huge task to get a good fit on yourself.

The Personal Sewing Subject is my one and only grand-daughter who I love to sew for and she loves "pretties" that Granny makes. The dress in the picture was for her first birthday last year -- the dress bodice is made from a flower girl dress her mom wore for a wedding about 20 years ago. The skirt is made from strips of tulle.
What have you sewn lately?
Business-wise, it is currently the season of ballroom and bodybuilding with a little skating thrown in.
Personally, I have embarked on a large quilting project – I hope to make quilts for each of my grandkids before Christmas (I piece the tops and bind them, but send them to a long-arm quilter for the quilting).
Does having a sewing business mean that you get to have a bigger sewing stash?
I don’t know if it “MEANS” you get to have a bigger sewing stash or not … but I definitely do have a huge fabric stash.
I keep my business and personal stash separate. If there is something in my business stash that I want for personal use, I buy it from the business. This is strictly necessary for business accounting purposes.

Some of my velvet and spandex stash.
How big is yours?
Let’s just say that if I stopped buying fabric and notions today I could probably sew for the foreseeable future without having to worry about running out of supplies. I may not have the perfect match of buttons or zippers – but I could make do.
How has PatternReview helped you with your business?
I found PR in early 2008 when I was doing a Google search for fabric and notions sources and researching an additional machine or two. I joined pretty much right away and have been an active member on the message boards and writing reviews ever since.
I would like to see the Sewing as a Business Forum grow and include more regular activity amongst the business members. I feel that even though we may be in different countries and have different types of sewing businesses, we can all learn from each other.
I have attended 2 PR weekends (Montreal and Chicago) and they were both wonderful experiences. It was great to meet other PR members who have sewing businesses and to discuss some of the issues associated with sewing for others. These weekends also provided an opportunity to meet other sewists who face fitting challenges when sewing for themselves – it was great to know that I wasn’t “the only one”.
What advice would you give to PatternReview members who want to start their own sewing businesses?
• Value the work that you do and charge accordingly;
• Have a plan – either a full-blown business plan or at the bare minimum a plan of how you want your business to progress and how you’re going to get there;
• Know the law for sewing businesses in your jurisdiction – it’s your responsibility;
• Love what you do and be prepared to spend a lot of hours to develop your business and your reputation;
• Be prepared to say “NO”;
• Be honest about your real costs – including overhead.
Is there anything else you'd like to tell PatternReview members about running a sewing business?
My biggest advice to anyone considering sewing as a business is that you need to value your work as a unique skill/trade and be prepared that it will take time to develop your business and your reputation. Finding a niche is key.
It took me awhile to find and nurture my niche, but it’s been worth the work in the long run. It’s a huge time commitment, but I love what I do and it is both challenging and rewarding.
SheBear0320 is a member of the Sewing As a Business forum on PatternReview. To join this forum:
• You must already be running a sewing business (not just starting one)
• You must be a Friends of PatternReview member or a merchant on PatternReview.
See SheBear0320’s reviews.
Do you currently have a sewing business or are you thinking of starting one? Was this interview helpful? Tell us!
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I read the book in college and then again more recently. I was very interested in Daisy and her mental health issues and how the people around her treated her. My husband is a retired psychiatrist and through the years we have discussed mental health issues. All three of the major characters definitely had issues although I think that Daisy's was the most severely ill in the novel. I am familiar with 1920s fashion. Many years ago there was a TV show called "The Roaring Twenties" starring Dorothy Provine which I used to watch. I would have liked to have been a flapper. As far as who plays a better Gatsby it is difficult to say. Each actor brings his own interpretation to the character.
5/21/13 11:23 PM
One of my favorite books! I have not seen the latest movie (yet), but I want to see it just for the costumes. The posters look amazing! I always loved this period in fashion history -- unfortunately, my hourglass figure doesn't look good in the drop-waist style.
5/21/13 10:27 PM
OMG!!!! I loved Mia Farrow and Robert Redford in the Great Gatsby!!! I WAS a flapper for a Halloween contest at my work back in the '80's. My profile pic is of me in THAT very costume!!! I bought a sleeveless pink cotton shift dress from Value Village. I also trimmed it with alternating rows of long black fringe and long white fringe and made a sort of 'fascinator' for my hair out of a feather, and a long, long beaded necklace. I won 2nd place!!! Not sure how I feel about movie remakes that are already good movies but I guess I'd be willing to give it a looky loo! I loved the fact that the girls were so loose back then!!! The true Free Love spirits of their day!!
5/21/13 8:34 PM
Like many others, I read the book in high school and loved it. I probably would have been a flapper, my only hesitancy being that I don't really know what it would be like to wear a corset all day everyday. I haven't seen the film yet, but surely Leo will be the best!
5/21/13 8:31 PM
I havent read it, but Im only a little familiar with twenties fashion, since I've only worked thru medieval to victorian so far in costuming. I like the freedom that the clothing signified back then. Although wearing a corset is neat for a day, I cant imagine having to wear one every day :-o I cant say if Id have been a flapper since that was usually depend on how much money you have for stylish clothing. My grandmother told me she wanted to be one though. She was born in 1903, but she was from a poor family. I havent seen the films, but I dont find leo a very convincing actor. I only see a baby-faced Leo instead of believing the roles he plays. Robert Redford is a much more mature and excellent actor Imo.
5/21/13 6:22 PM
I have seen all the films of The Great Gatsby that currently exist. There are so few films that show the rich and lavish lifestyle of that time. My specialty in costuming is period costumes, so I know the 1920's pretty well. I love the way people shed the corsets, embraced the boyish, loose style for women, with their scandalously short hems. Men embraced color and light fabrics. My Great Grandmother was a flapper, and an aspiring actress, so I think that I would definitely have worn the latest thing. For me, it was definitely Leonardo DiCaprio. Read the book. He had more of the obsessive angst.
5/21/13 6:09 PM
I haven't read the novel or seen any of the film versions--but I have always loved 1920s fashion! This is what my grandparents rocked in my imagination--no photos, but I love to think of my grandmothers breaking free of the fashion and cultural restrictions that came before. I would totally have been a flapper! Although Leonardo is ageing very nicely, Robert Redford will always take my breath away...
5/21/13 4:33 PM
I have not seen yet the film - I am reading the book ( prefere to do this first). I love the golden decade with its magic. I love 120's fashion, architecture, home decorations - all around. I love the ornaments, colours, colorus combinations, beautyful details in garments. I have several books on 1920's fashion. I am trying to use some small details in my garments, jewellery and at home decoration. I would definitly be a flapper - I for sure would like to be. I am not so DiCaprio fan - I prefer an old shool thus Robert Redford.
5/21/13 4:23 PM
I have read the book in high school and college. I also saw the Robert Redford version of the movie as well as a not so good tv version (for my fiction to film class). I haven't seen the new version yet but plan on it. I Love the flapper look and the loose dresses overall.
5/21/13 4:16 PM
I have read and seen the earlier film. Can't wait to see the new version! 1920's fashion exemplified freedom from constraint in all ways. It was an era of change on all levels. I would have been a flapper of course, freedom of expression! I admire Leo, I just believe in Mr. Redfords dimples more, :)
5/21/13 4:08 PM
I have seen the Redford movie quite a few years ago and have seen the new one twice. I enjoyed Leo's performance more. I have a little knowledge of the 1920s fashion. I like the loose fitting style and I like the men in suits. I don't think I would have been a flapper, just not me. As I said earlier, Leonardo DiCaprio was my favorite.
5/21/13 3:53 PM
I read The Great Gatsby in high school (didn't most every one? :) and got it but didn't *really* get it. I re-read it post college and it made better sense at that point! I love the fashions of the 1920s (but they don't necessarily love me!). The undergarments of the 1920s are absolutely beautiful and I love that so many of the garments had beautiful bead detailing. As for DiCaprio vs. Redford--apples and oranges, my friends. The movies are two different beasts all together and the actor are two different versions of Gatsby.
5/21/13 3:21 PM
Also read the great Gatsbynsnoes in High School. I hope to see the new movie soon. when I was in Children's Theater we did a Great Gatsbys Like Play, I will never forget the great dresses my mom made for the Flapper Dances. lots of great memories. The fashions are really over the top.
5/21/13 3:05 PM
I read the Great gatsby in high school and think it warrants a re-read. I don't think I saw the Robert Redford version -- not sure why. What is it about DeCaprio and all the period pieces ? I love the fashions though not the live fast/die young lifestyle -- I certainly would have embraced throwing away the corsets and losing the fitted waist.
5/21/13 2:59 PM
I haven't seen the new movie yet, but I saw the Robert Redford version when it came out. I read the book in high school as well. I love the clothes from the 20s, when women were starting to gain some freedom and it showed in their clothing. I love all the rich fabric and trims of the era.
5/21/13 2:33 PM
I have read the book and love it. It's one of my few favorites by a make author. I cant wait to see the new movie but I don't know the Robert Redford version. Im off to see if it's on Netflix and off to check out Vintage Dancer's website. I love 1920s fashion, even if I could never wear that shape myself. I'm not sure if I would have been a flapper, I think it depends on how old you were at the time. If I were young and skinny, probably yes! But as a grown up mom, I'm not sure it would really work. :)
5/21/13 1:33 PM
The flapper dresses were fabulous! I would have been a flapper :)
5/21/13 1:28 PM
Read the book years ago. Redford will always be the best Gatsby for me, but perhaps this is common for those of my generation. The dresses of that day were lovely, and many were made of silk or rayon. I believe that women wore dress shields then to minimize washing or dry cleaning. As a conservative person, I would not have been a flapper, but might have bobbed my hair. Would love to win the book.
5/21/13 1:16 PM
I have not yet seen the movie because I want to re-read the book first. I would not have been a flapper if I lived int the 20s but I do have to say that I love the dropped waist fashions and bobbed hair!
5/21/13 12:51 PM
I read the book when at university in France. I loved how Gatsby's luscious shirts where described. I've seen the film with Redford twice. I loved the swimming pool setting. I can't wait to see the new film that opened Cannes'fim festival. I've learned a lot about 20s fashion recently as I was asked to sew a wedding dress on that theme, plus the mother of the bride outfit : dress and jacket and a bridesmaid dress. The wedding was last saturday. How timely is your giveaway. Despite the fact that I spent the last 6 monthes studying 20s fashion I still have not enough of it and would be delighted to win the ebook. Had I lived that period I would have loved to be dressed like Louise Brooks or the young Gabriel Chanel. Though I have not seen the film yet I would say that Di Caprio rendition of Gatsby is the best.
5/21/13 12:34 PM
I have read *The Great Gatsby* countless times and I've seen the 1974 film and would love to see the 1940s adaptation with Alan Ladd (!) and costumes by Edith Head (!!!!!). The 1920s women's fashions we see seem to focus on those the upper class would wear -- sumptuous fabrics, beautifully embellished. It's a wonderful fantasy. (And it makes me want to run away to Avalon and play dress up for a weekend.) It was also a period in which women were starting to assert their independence, which is reflected in the dress. Showing more than ankle ... Bobbing the hair ... scandalous! I would have been on the sidelines with Nick Carraway, watching the passing parade of decadence and dressed to the nines. Having not yet seen the new film, I cannot help but vote for Redford. Congrats to vintagedancer on her new book!
5/21/13 12:31 PM
I have recently seen the movie The Great Gatsby and also read the book in high school. I am familiar with the 20's fashion and probably like the dramatic change that it brought about the best. So dramatic from the previous styles. I most definitely would have been a flapper. How fun to be so "glamorous!" I thought that Leo did a excellent part playing Jay!
5/21/13 12:18 PM
I haven't seen the movie yet because of a crazy work schedule, but my husband and I are definitely dressing up 20s when we go! In 2 weeks, I am teaching a class on making 20s headache bands, so this book would be great to get my hands on :)
5/21/13 12:14 PM
I saw the movie - I have not read the book so I really appreciated hearing the real words from the beautiful writing. I thoufght a lot of those costumes could not have been made with 20s fabrics and processes, but they were beautiful. Redford gets my vote and Sam Waterson, but I LOVED the "shirts" scene in this one. Glad I saw the them both! I love 20s fashion the drapey fabrics, the beads, the lace! the dressing gowns! Did I mention the SILK!
5/21/13 12:14 PM
I saw it! I thought the music didn't enhance the movie that much, but loved the costumes.
5/21/13 12:07 PM
I haven't seen it YET but I'm going to see it this Friday with my friend. I'm not really familiar with 1920s fashion aside from the typical flapper dresses and shifts. I also know that they wore a lot of beading but that's pretty much it. I LOVE that they weren't afraid to look fancy. I don't know if I would have been able to pull off being a flapper but I would like to say that I would have at least tried. :) And Leo DiCaprio!! Even if I haven't seen it yet, he will always have my heart.
5/21/13 12:03 PM
I read the book years ago and I have hazy memories of the Redford version of the movie. I don't know who plays the better Gatsby since I haven't seen both versions and both actors are so different. I love vintage fashion from all decades but have a soft spot for 1920s fashion because during that decade women started to take charge of their own lives. I love that they rejected the previous feminine ideals for a new, freer feminine ideal that was more assertive and powerful. I love the look of the era: the bobbed hair, the long, long necklaces, tube dresses, rolled stockings, the shoes, the headpieces, the excesses of embellishment (and of everything else). I would definitely have been a flapper had I lived then.
5/21/13 12:02 PM
I Love this style period - particularly the great attention to detail. I don't think I could have been a flapper. Have not read the Great Gatsby or seen the movie yet, but Robert Redford is way hotter than Di Caprio...
5/21/13 12:00 PM
I haven't seen the new movie but its my adventure for the weekend. I love the fashions of the era! I wish I could upload my costume from a '20's themed party I attended. EPIC!
5/21/13 11:51 AM
I read the book ages ago, high school I think. I love the styles of the 20's! So gorgeous and comfy looking at the same time. I'm not sure I'm enough of a rebel to have been a flapper but I would have liked to have been. I haven't seen the new movie (yet) but I can't imagine anyone doing Gatsby better than Redford.
5/21/13 11:50 AM
I've seen both movies, now I need to read the book. Leonardo DiCaprio was a much more convincing playboy, and the new film did an amazing job of conveying the excesses of the era. I'd love to sew/wear flapper dresses, if I was younger. For now I think I'll have to go back to last month's vogue and see what I can retrofit to suit my lifestyle, which is decidedly NOT one of excess! :-)
5/21/13 11:48 AM
I have read the book, but not yet seen the movie - and I can't wait to! I am familiar with 1920s fashions and I've already made one "inspired by" dress last year - I'm hoping to make another one this month (and then go see the movie) but the sewing machine has been busted for awhile so I don't know if I can make it this month. (Fingers crossed that the repair shop calls soon!) While I have a few fit issues with the bagginess of the clothing today, I'm pretty sure I would have been a flapper - I love short hair and doing things ladies back then weren't allowed to do. It would have been so much fun!
5/21/13 11:44 AM
I've always love the fashions of the twenties. My parents were born in 1920 and I like to think of them as children and young people during thus time and what they would have seen their mothers and others wear. I read the Great Gatsby in high school and have seen the movie with Robert Redford and Mia Farrow. I remember how beautiful she looked in the clothes and how much I loved the colors in the movie. Fashion always tells the story of the times and especially during the "flapper " period and the days leading to the Great Depression. I'm sure I will see the new Great Gatsby movie and spend most if the movie looking at the clothes.
5/21/13 11:44 AM
I saw the Great Gatsy with my daughter last week. It was a stunning movie and I am not sure why the bad reviews. Leonardo Di Caprio and Cary Mulligan are absolutely gorgeous in this movie.
5/21/13 11:35 AM
I have read and seen both movie versions of The Great Gatsby. I've always adored the 1920s and the fashion of that era. The bobbed hair, the shoes with their low curved heels and strings of long pearls just make my heart sing! I probably would have been a flapper. ;) I prefer the Robert Redford version of Gatsby, though Leo does a great job!
5/21/13 11:11 AM
I have the read the book-- thought it was too long, and I read some LOONG books. By the boats were against the current, I was thinking FINALLY. I do love his short story "Beatrice Bobs Her Hair." I did see the Redford version a long time ago on TV. I thought he was good, but some of the other acting was not up to snuff. I think de Caprio will be excellent. I am modern women's historian, and I teach the fashions of the 1920s as part of my women's or general ed classes! My students usually get a kick out of the "tube," the rubber undergarment women wore to create the smooth. flat lines of flapper fashions. It didn't breathe, but it did flex, giving women freedom of movement. During the '20s and '30s, some of the biggest sports figures in the US and Europe were women, which wouldn't have been possible if the styles hadn't changed. I would probably have been a flapper or a New Woman. Or an immigrant generation working class radical!
5/21/13 10:56 AM
Haven't seen the movie or read the book. Probably should read the book before I organize a babysitter for the movie. The more I sew the more I enjoy period dramas. I spend more time checking out the costumes than concentrating on the plot! Not sure I would have been a flapper, but I'm pretty sure I would have worn that haircut very well. I remember my Grandmother talking about the fashions back then, and all the balls they went to.
5/21/13 4:27 AM
I saw the movie this past weekend and was not expecting to like it as much as I did. Di Caprio did a good job! I'm from Long Island, and I've been to the mansion that served as the model for the Buchanans' house. I know a bit about flapper fashion; it was basically the first time that women could leave off the confining undergarments they had worn for decades, which was incredibly freeing. I would've loved the clothes of the time...I'm a big fan of both Art Deco and Art Nouveau.
5/21/13 0:35 AM
I've loved flapper clothes ever since I was a little girl borrowing clothes from my nanna's old camphor wood chest. My nanna was one of those wonderful grandmas that thought you could do no wrong. I still miss her even though she's been gone for 20 years. But everytime I see a beautiful 1920s vintage dress, I remember my nanna, dress ups and feeling very, very loved.
5/20/13 7:31 PM
Although I have not seen the movie or read this book, this article intrigued me and I am now more interested in both! I love reading, it is the only hobby I probably spend more time doing than sewing. I also think DeCaprio is an amazing actor, one who I thought would just be another face back when I first saw him, but who has really impressed me over the years. Fashion from all historical eras interests me, and the 20's are one era that we don't see a lot of influence from, I think, in modern fashion. I think it had a very unique fashion sense that went along with the very wild times. I would love to read this annotated book, and may even buy it if I don't win the giveaway! I wanted to add that I am always inspired by period clothing, vintage and older. After all, what started me sewing was attempting to re-create period clothing!
5/20/13 6:33 PM
I haven't seen the movie or read the book but the previews look amazing!! I am more a fan of the 50's and 60's but the 20's had some great fashion as well.
5/20/13 6:25 PM
I haven't seen the movie, but remember reading the book. I may watch the movie or read the book again because I sure didn't understand it the first time! But my MIL was born in 1920, so I would be interested in the Fashion book just to get a better idea of the styles from then. sew whatever
5/20/13 2:26 PM
I haven't seen the movie yet. I want to, despite the bad reviews, but I'm hesitant due to the motion-sickness from the 3D special effects.
5/20/13 1:36 PM