What makes the Midwest what it is?
Let’s be real. The Midwest doesn’t have its own distinct look. It’s not flashy. It’s definitely not New York Fashion Week. It’s more of a feel than a specific look. According to experts in the central Midwest, the guide to this regional feel focuses on durability, quality, and comfort. Midwesterners prioritize durability and quality so their clothing will last and will be comfortable enough for effortless, everyday wear. If an item lacks any one of these essential qualities, it likely won’t become a staple item for a Midwesterner.
Over the decades, fashion trends, specifically in the Midwest, have aligned with a more practical, comfort-oriented sense of style, shifting from the 1980s focus on linen and cotton to the adoption of denim. Jeans have been kept over the decades because of their warmth and their functionality — making them a staple in the Midwest. The pieces selected for this collection are from Mount Mary Fashion Institute, located in Milwaukee, Wisconsin, and frequent vintage shop goers, like Jennifer Mavin, who reside in Des Moines, Iowa.