The article presents an investigation into attempts to create an American fashion identity for women in the U.S. that emerged during the early 20th century, just as the women's ready-to-wear clothing industry was beginning to take shape. The development of design talent in the U.S. is traced through an examination of trade publications promoting a uniquely American fashion sense. Particular attention is paid to the establishment of the publication "Women's Wear" in 1910. Campaigns supporting the development of an American style promoted by the National Ladies' Tailors' and Dressmakers' Association are analyzed.