Gustave Tassell was a renowned fashion designer and a Coty Award laureate. His star began to rise in the fashion world in the 1960s, when his exquisite creations caught the eye of U.S. First Lady Jacqueline Kennedy, Princess Grace Kelly of Monaco, and actress Evelyn Greer Garson. It was Tassell’s clothing that Jackie Kennedy wore during her 1962 goodwill trip to India. That year, the press hailed Gustave as one of the most popular designers in the U.S. We’re delving deeper into his life and creative achievements. Read on at philadelphianka.
Early Life and Career
Gustave was born in Philadelphia on February 4, 1926. His mother was Lena Schiller, and his father was Samuel Tassell. His father was a businessman who owned several amusement parks. Gustave showed a talent for drawing from an early age, and his mother encouraged him to study painting. So, the young man enrolled in the Pennsylvania Academy of the Fine Arts.
He later served in the army and continued his painting studies in New York. It was there, in the late 1940s, that he found his first job in the advertising department of Hattie Carnegie’s company. Carnegie was a prominent businesswoman in the fashion industry. Her company produced high-quality ready-to-wear clothing and also custom-made garments.
Gustave immersed himself in the world of clothing design and became incredibly interested in the field. Norman Norell was his mentor and source of inspiration. Soon after, Tassell also decided to try his hand at fashion design and moved to Paris in 1952. There, he honed his skills, drawing sketches for various couturiers.
During this time, he met designer James Galanos, who encouraged him to start his own business. So, Gustave returned to the U.S. and opened his first store in Los Angeles in 1956.
He quickly became a leader in the fashion industry:
- In 1958, he held his first show at a workshop on Sunset Boulevard.
- This brought him orders totaling over $20,000 in just a few days.
- The following year, the press was actively writing about Tassell, comparing his style to the “Balenciaga” brand.
To some extent, he continued Norman Norell’s creative legacy, but at the same time, he created his own unique designs. In 1962, Gustave Tassell won the prestigious American “Coty Award,” and Jacqueline Kennedy was photographed in India wearing a yellow silk dress of his design. This exceptionally beautiful dress was showcased at an exhibition at the Metropolitan Museum of Art in New York in 2011.
When Norman Norell passed away in 1972, Gustave Tassell moved to New York. He then took over the “Norell” fashion house. The designer only returned to his own brand four years later, when financial difficulties arose. Despite all attempts to rectify the situation, the company eventually had to close.
Gustave Tassell: Style and Chic
Gustave Tassell took quite a long time to develop his own style, experimenting extensively with fashion trends. After he formulated his own philosophy, his designs changed only slightly. The master’s main goal was to create pieces that would emphasize the beauty and femininity of elegant women and instill confidence in them.
Tassell favored garments made from natural fabrics that could suit a variety of occasions. He created pieces with easily adaptable silhouettes, allowing for versatile combinations. The designer aimed to develop clothing that was both accessible and refined.
Gustave Tassell’s clients referred to his creations as “a refined form of chic.” His collections included coats, dresses, and evening wear made from silk and gabardine. He often chose subtle colors, preferring simple, body-skimming lines. It’s worth noting that the prices for the designer’s clothing were quite high, especially at the peak of his popularity. Despite this, he used almost no embellishments, rarely adding diamonds or rhinestones to a dress.
The quality of his products was paramount for Gustave Tassell, and it was precisely this quality that his clients valued. For example, Betsy Bloomingdale, wife of Alfred Bloomingdale, once showcased a cotton dress by the designer that she had worn for 12 years and continued to wear, as the garment remained in excellent condition despite such prolonged use.
Role in Film and End of Life
Gustave Tassell had a rather pleasant appearance and thick, curly hair. One day, he was spotted at a New York party by renowned director Woody Allen, who was struck by and remembered the designer’s face. So, Allen later invited Tassell to appear in a film. Gustave agreed and played a small role as a cabaret patron in the 1980 film “Stardust Memories.”
Very little is known about the last years of the famous designer’s life, or about his personal relationships. He passed away on June 9, 2014, in Los Angeles at the age of 88. Tassell’s sister, actress Rebecca Wells, reported that the cause of her brother’s death was complications from Alzheimer’s disease.
In fashion history, Gustave Tassell remains a well-known and important figure. His success was undeniable, and the quality and originality of his clothing continue to inspire designers today.