The industrial production of shoes began late, and shoes didn’t become fashionable until the 1930s. This event marked the beginning of the history of shoe design. Among the pioneers of industrial-scale production was Swiss shoe manufacturer Bally Ltd. Through detailed archival research at the extensive corporate archives, this research project explores an example of industrial production of fashion from its inception. Its keywords are design, material, distribution, and advertising.
Shoes are complex artefacts. In a process involving over two hundred distinct steps, a large number of often coarse raw materials are turned into vestimentary objects, which affect physical and psychological wellbeing more than any other kind of object. Mass production of shoes began late. Among its pioneers was Swiss shoe manufacturer Bally Ltd, which soon became a global player, initially producing solid everyday shoes and work shoes. Shoes only became a fashion item in the 1930s, after which design and design decisions became highly significant. This project explores a case of industrial fashion production in three subprojects: the first project (titled Design) studies the forms and conditions of industrial design; the second (Material) focuses on the most important foundations of production; the third (Display) investigates commercial exhibitions as well as store- and shop-window design. They provide exemplary and comprehensive insights into an industry that gave itself a form between 1930 and 1950 that remains valid to this day.
Using methods from cultural studies, design history, and fashion theory, the project makes a contribution to the history of Swiss industry and design and reappraises the extensive Bally archive.