(The film is “Fashion House”, a collection of clips from British Pathé, 1950-1969. It has no sound)
Welcome to the House of Mirelle, a resource for you to learn about fashion history, social history and Hull’s fab fashion house!
The House Of Mirelle was a high end fashion house that existed in the UK city of Hull between 1938 and 1978.
It was owned by creative pioneer Mira Bibbero Mountain, famous in Hull and across the UK.
When did it exist?
It opened in the last months of calm before the outbreak of World War II and fast made its mark in a thriving city.
The 1940s and 1950s
By the 1950s it was groundbreaking in bringing high fashion to Hull and the values that went alongside it.
The Showroom was suitable for the well known and wealthy of East Riding who were given personal attention, always.
The Workroom provided an expert sewing and tailoring service to change clothing according to each woman’s measurements and taste.
Models and Fashion Labels
Mannequins took part in fashion shows on the House of Mirelle catwalks. They walked the runway wearing Frank Usher, Robita Couture, Norman Hartnell, Doree Leventhal and Elka Couture as well as many, many others.
Fashion and women’s history 1938-1978
Between the florals of the ’30s and synthetics of the ’70s women’s lives altered beyond recognition.
In 1938 Paris was the centre of the fashion world and London second. Before wartime Make Do And Mend the poorest families were used to hand-me-downs, darning and patching.
But throughout Mirelle’s forty years the rich had clothes made to their own measurements or bought what was called ‘high end’ and Wholesale Couture.
In 1938 women knew how to make clothes and the paper pattern industry was thriving. Sewing was taught in the home, school, evening classes and schools of art and design in Hull.
By 1978 sewing had been removed from the national curriculum.Workrooms became the exception replaced by the fast moving fashion industry today.
The 1950s, 1960s and 1970s: A Fashion Revolution
In the 1960s fashion was changing too. The youth quake of the 1950s widened a chasm and into it walked Mods, Rockers and Mary Quant.
The ’70s saw ‘my Generation’ all grown up; career girls had more freedom and income to buy fashion than any generation before.
The House of Mirelle was open during forty years of change in the landscape intrinsic to its success. A female owned and female-run business most of the women were local to East Riding and Hull.
The thriving City centre rebuilt and redesigned in the 1950s kept traditional private, family run businesses in the heart of the City. Shops lining the roads and streets were part of the culture that made Hull unique.
The decline of Hull’s retail heart
By 1978 the fishing industry had changed in a way that pre-war Hull could not have predicted.
Thornton Varley had been absorbed by Debenhams, Hammonds bought by House of Fraser and Edwin Davis, ‘Davis of Bond Street’ also closed. ‘For Let’ signs went up as the city’s economic structure bowed.
House of Mirelle Research and Historical Archive
Mirelle created a legacy remembered fondly by the people who worked, shopped and visited there.
It was part of a thriving culture of fashion, modelling, sewing and shopping encompassing people’s careers and lives in the city of Hull.
Research and writing about Mirelle incorporates their memories and voices in their Oral History. Many have donated artifacts and clothing creating the primary historic archive of The House of Mirelle.
The story of Mirelle is social history but more than social history, its fashion history plus and it’s Hull but more than the great city as well.
The story of the House of Mirelle describes the rise and fall of a fascinating period for all.
Read more history in our articles here
Read our Introduction to the House of Mirelle locations here our Intro to the Showroom here and Introduction to the Workroom here
Watch the interview with Svetlana LLoyd who worked for Christian Dior as an in-house model in the 1950s.
At the House of Mirelle standards for fashion shows were exactly the same….