Ad Campaign – Catalina Swimwear, 1946

Yours for carefree California Living…for action, trim sleek suits in ELASTA-Q.   For hours in the sun, spirit-lifting colors that make California live in every Catalina.  

From the time the movie industry landed in California in 1911,  people were paying attention to  the lifestyles of the stars as portrayed in movie magazines and studio publicity shots, and advertisers were quick to try and take advantage.   After WWII, the “California lifestyle” was especially promoted in the ads of every industry from clothing to beer.

In the case of clothing, there was good reason for promoting the casual lifestyle of Southern California, because the industry there was so heavily influenced by it.  So it was no coincidence that most of the makers of clothing in California produced sportswear.

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