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The evolution of the Liz Claiborne brand is a microcosm of the transition American women have made, starting in the mid-Seventies, getting into the workforce again, rising through mid-level and executive ranks and balancing careers, motherhood and leisure time. As its founding designer says, she was looking for clothes that were easy to coordinate, sporty and colorful, and didn’t require a lot of shopping energy. After she left the company in 1989, the brand underwent changes that reflected the times, modernizing but keeping its core customer in mind. Here’s a look at 30 years of the iconic Claiborne style.

Photos in this feature by John Aquino, John Calabrese, George Chinsee, Kyle Ericksen, Jane Grossenbacher, Thomas Iannaccone, Robert Mitra, Dustin Pittmon and David Turner

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