industry, and thus quickly adapted to those changes. Furthermore, the fashion industry grew to such a degree, greatly influencing the women of the time.
Thanks to fashion, Parisian women of the time could openly express their new freedom and assertiveness. Callot Soeurs and their stunning designs and Tango skirts, were at the forefront of this new freedom.
In 1937, la Maison Calvet acquired the Callot label retaining its original name. What happened under the new leadership of the Calvet name?
In 1928, the eldest Callot sister, Madam Gerber decided to let her son Pierre take over the business but by the late 1920s fashions were changing once again, as the world was about to embark in an economic crisis.
If the Callot label was to survive and continue to thrive, then changes in the management were paramount, thus the House of Callot became part of the House of Calvet in 1937. This made it possible for the label to further their expansion to their largest and most prestigious atelier and boutique at 41 Avenue Montaigne as well as to launch their exquisite perfumes like Mariage d'Amour, BAO, JEEP and Dieu du
This effervescence was most important in Paris, where, thanks to the influences coming from all over the world, mentalities and ways of living were revolutionised. The Parisians, thanks to the progress in great expansion, adopted a new, more modern lifestyle. They took advantage of this new freedom and some of them adopted an unbridled and exuberant behaviour.
The most considerable social change was certainly the feminine emancipa- tion. Indeed, most of the women were alone during the War, and it changed their status in the society. This did not go unnoticed by the growing fashion
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