It is enough to bust the heartstrings of a true Gaullist. In the midst of a campaign to rid the French language of Americanisms, the popularity of "Bonanza" on TV and a string of Western movies has launched "le style Far West" in the land of the haute couture. Levi Strauss figures to sell 1,750,000 pairs of jeans this year to St. Tropez sailors—and Parisian socialites. Shops with such names as Western House are doing a land office business in "chemises de Cheyenne" and luxurious jackets of leathers and suedes, such as those worn here in Paris, that are stitched, cut and fitted like a Wyoming ranch hand's denim.
For a ride through the Bois de Boulogne, MarieClaude Poirier chooses a fitted jacket of white lambskin by McDouglas, a fine French leather company. It has western-style stitching and snaps.
In the swirl of Champs-Elysées traffic Marike Klein rides pillion on Jean-Louis de Marliave's scooter. Both are clad in McDouglas suede jackets; hers is lined in chinchilla-dyed gray rabbit fur.
At the training track at Maisons-Laffitte, Stéphanie Cauchoix (on a 2-year-old filly) and friends all wear "le style Far West." Her suede jacket is by Dorothée Bis. MarieClaude Poirier (left) and Marike Klein wear McDouglas rough-out—brushed cowhide-jackets, one in forest green, the other in teal blue. Jean-Louis de Marliave's Davy Crockett jacket comes from Western House.
On a carousel in the Tuileries, Jean-Paul Maze is as way-out-West as Disneyland in a pint-size McDouglas rough-out jacket and a ten-gallon hat. Bloomingdale's and Dunhill Tailors of New York are importing many of the McDouglas styles this fall.