Ad Campaign – Eve and Paganne, 1972

The lady has taste.  Her cigarette is Eve – good looks, great flavor.  Her fashions tastefully modern by Gene Berk for Paganne.  Both are natural choices for ladies with taste.

It was 1972, just one year after Eve cigarettes were launched as a rival to Virginia Slims.  I can’t imagine a clothing company doing an ad campaign with a cigarette company today, but somehow it seemed the thing to do 40 years ago.

From its beginning in 1968,  Paganne was a maker of print dresses.  The owner/designer, Gene Berk, turned out prints that incorporated Op and Pop art, geometric and abstract designs, scenics and prints based on works of art.  The prints were engineered to  fit the designs, as you can see in the dresses in the ads.  Made mainly from knits and printed in Italy, Paganne dresses were often silk knit, but as the 1970s progressed, they also used the popular Quiana nylon.

Paganne closed in 1983, a victim of the economic times and the changing winds of fashion.  In 2006, two European fashion entrepreneurs attempted to reopen the Paganne line.  They were on their way when one of them fell ill and died.  Eventually, new owners were found, trademarks established, and they hope to have the new line available soon.  I wish them well.

Photo courtesy of and copyright of PAGANNE™


Filed under Advertisements

6 responses to “Ad Campaign – Eve and Paganne, 1972

  1. The packaging design for cigarette pack back then is definitely better than what we have right now currently.


  2. How crazy-cool is the dress in the second picture! Of course, I wouldn’t look like the model wearing it; even if I had it 🙂


  3. Such a funny–to me, in this age–pairing! But I have to say, the Eve cigarette package artwork is really great.


  4. Teresa

    It’s always interesting (and sometimes funny!) to see what smoking companies use to get away with in advertising.

    The artwork on the Eve pack is gorgeous! Australia has just introduced plain packaging rules for cigarettes and while I’m not a smoker I do wonder what effect this will have on smokers choices.

    Love the Paganne designs.


  5. Just not sure about the print placement in that last image. My eyes are drawn to that oval, I just feel it could have been higher.


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