 Norell's designs for a chemise, a sequin-covered sheath dress, and a fur-trimmed trench coat helped make the Traina-Norell label "a fashion byword," whose prestige equaled the Parisian labels.During the World War II-era Norell became the leading New York fashion designer.He was the first among the New York designers to introduce a full collection of fashions, rather than an assortment of separate pieces.