Madison Avenue, Magic Promenade

About the Book

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The glamour of haute couture, the thrill of international travel and the remarkable achievements of an unflappable businesswoman and humanitarian come to life in “Madison Avenue Magic Promenade,” a memoir by award-winning fashion designer Alice Schweitzer.

Now age 87, the French–born Ms. Schweitzer spent years chronicling a life spent in Europe, Africa and America. A gifted fashion designer with a head for business, Ms. Schweitzer tells how she became the first woman to open a clothing boutique on New York City’s Madison Avenue. She also instituted the Madison Avenue Promenade, an annual outdoor public fashion show that helped seal the fate of Madison Avenue as New York’s premiere fashion center.

New York’s Mayor Lindsay honored Ms. Schweitzer for her contributions to the city, and the French Embassy Commerce Department gave her a medal for her role in bringing haute couture to America. Fashion designers Vittorio Missoni and Valentino, as well as hair designer Vidal Sassoon were among her friends and professional admirers.

Facing countless personal and societal obstacles, Ms. Schweitzer triumphed as an influential fashion designer and independent businesswoman. She ran boutiques in Manhattan and Beverly Hills from the 1950s through the 1970s, and regularly received attention from celebrities and the press. At the same time, she pursued her humanitarian ideals and used her influence to actively campaign against hunger in Africa.

“Madison Avenue Magic Promenade” is a touching and inspiring story of one woman’s creativity, intelligence and passion. Originally written for her family, Ms. Schweitzer's memoir provides a personal look at a remarkable life. The book is a compelling autobiography, and confirms Ms. Schweitzer’s prominent place in the history of American fashion.

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About the Author

Alice Schweitzer, the French Born past president of MAGIC (Madison Avenue General Ideas Committee) and owner of one of New York’s very first Boutiques, brought “Haute Couture” to New York’s Madison Avenue. Coming to New York in 1949, Alice quickly made a name for herself by using her early exposure to the chic levels of French High Society and Royalty, to create two of the most successful clothing ventures in New York’s history, “Alice Schweitzer’s” and Gavrouch. She and her husband Doctor Beer currently live in her beautiful 5th Avenue apartment, over looking Central Park in New York City.