Keeping it Short: A Look Into Why Maxi-Length Garments Don’t Sell in the U.S.

For women in the United States, long skirts and dresses, referred to as maxi, are more unpopular than fannypacks. The unpopularity of maxi garments can speak to a variety of topics including societal standards and perceptions of beauty. Before delving into a full-fledged analysis for why ankle length skirts and dresses among American women are so unpopular, we can better benefit by parsing out some examples of anti-maxi sentiment.

On the show, Fashion Police, Joan Rivers introduces the audience to a weekly segment called "Slut Cut." Frisky language aside, the segment features 3 pairs of photos. Each pair consists of a photo of a public figure and a photo of a runway model who is wearing the original look that the celebrity is sporting in the adjacent photo. The most common way that celebrities tend to alter the original runway designs, is by cutting off a significant amount of length. In the most recent episode that aired on April 12, 2013, the origins of "Slut Cut" were revealed. According to Joan Rivers, singer Fergie's decision to show some more leg when she had a designer Dolce & Gabbana gown hemmed in 2011, was the inspiration for the segment.

If you were to step into any retail store during these spring months, there is no doubting that the majority of American women would answer affirmatively to the Nair commercial's jingle, "Who wears short-shorts?" Not only are shorts in every color dominating fashion runway shows this spring, but printed leggings are as well. Leggings are arguably more unforgiving than shorts and were originally intended as under garments that kept legs warm and prevented bug bites. As a result, when worn as apparel, they cling to the body like a second-skin. Even so, the thigh-hugging and limb-defining leggings are a favorite among females in the U.S.

In a country that prides itself on fighting censorship and being free, maxi-length apparel can easily be considered a direct infringement of these liberties. Ironically, in a 2011 issue of Marie Claire, physiotherapist Sammy Margo believes that leggings are a hiding mechanism. Instead of letting the body bear itself under a floor length maxi skirt or dress, leggings prevent bulging from extra body fat. Though the choice to wear maxi-length apparel may be based on some deep-seeded patriotism, it is more likely that discomfort with maxi-length garments is due to having never tried them on.

Speaking from experience, as someone who is a couple of inches over 5 feet, maxi-length dresses on the hanger struck me as intimidating. I was under the impression that no matter what size the dress was, it would always be too long. Swayed by price, I found a picturesque maxi-dress that was originally $300, marked down to $30. While pulling the dress over my head in the fitting room, I kept thinking of possible tailors that could hem it. Before I could decide on a tailor, I looked in the mirror and found a more than flattering silhouette that required no length to be taken off.

Stylist-turned designer Rachel Zoe, on the other hand, has always regarded maxi-length garments easy to wear and glamorous. In the second episode of this season's The Rachel Zoe Project, Rachel Zoe is confronted by her marketing staff; changes need to be made to Zoe's designs in order for them to sell. All the changes revolve around Rachel's signature maxi-length skirts and dresses. Exasperated, Rachel asks her team, "Can someone explain to me the risk of a maxi?" While the hour-long episode did not conclude with a definite answer to Zoe's question, the numbers spoke for themselves: "Maxis in general don't do well on the retail floor," said collections manager, Lauren.