National Clothesline

Traditionally, brides wear white on their wedding day as a symbol of purity and chastity, but what does it mean when upscale New Yorkers begin wearing white clothing all of the time?

For starters, it means more work for drycleaners, but, according to columnist Ginia Bellafante, it means something else, as well. Because Manhattan fashion trends are now leaning toward white apparel, it suggests that New York consumers are feeling generally happy and economically secure.

After all, why else would society’s elite deliberately wear a color that is so susceptible to dirt and stains?

In her article published in the New York Times — “Manhattan Forecast: Shades of Snow” — Bellafante writes: “All along upper Madison Avenue right now, stores like Chloé, Searle and Jimmy Choo have used their windows to persuade the world to dress in ivory, cream and oatmeal.”

“On the street,” she continues, “Manhattan women have developed a suddenly vigorous appetite for parkas, tailored cashmere coats, trousers and sweaters in that same palette, vulnerable as it is to the icy, airborne goop of a New York winter.”

For high-end New York cleaners, that means a chance to keep ivory clothing looking stunning and new. One such business, Jeeves of Belgravia — located at 39 East 65th St. — has faced its share of expensive challenges this winter.

Charles Lops, the company’s general manager, told Bellafante that the business recently charged $500 for working on a white satin evening gown with matching coat. The outfit, which had been covered in wine, took three weeks to clean. If the process had been performed any quicker, the cleaning chemicals would have saturated, which would have ruined the ensemble.

Other difficult jobs keep pouring in, as well. Lops has noticed an influx of stretch-cotton men’s shirts from Prada coming into the shop frequently.

“It’s $40 every time you wear that shirt and people don’t bat an eyelash,” he explained.

Another customer brings in her three-quarter length white coat — with fur trim, naturally — approximately every three to four weeks and pays $250 each time it is cleaned.

The reason Jeeves of Belgravia has such a slow turnaround is that each piece of attire must pass through at least seven meticulous stages before it is given a final inspection. Skilled employees use care and caution during each stage in an effort to achieve the best possible results.

The company does all of its work by hand and does not hesitate to sew on buttons, replace zippers, alter and repair garments, and even reweave fabrics.

The “white” trend should continue. Clothing shops and retailers report brisk sales. Popular Searle garments this holiday season have included a satiny quilted white women’s coat and a zippered cashmere cardigan that sells more in white than any other hue. Searle reported that Sak’s quickly sold out its stock of basketweave white peacoats and asked for another shipment.

Rick Weinstein, director of sales for Searle, told the Times: “I’ve been running the wholesale business for eight years and this is the first time winter white has really meant something.”

For drycleaners, it might mean more work.