1940s French Bikini

I love bathing suits, and I have become very picky about the ones I chose to collect. The early French bikini above is the sort of find that keeps me excited about collecting.

When I say early, I mean late 1940s. In 1946 designer Jacques Heim released his tiny two-piece and called it L’ Atome. Shortly afterward, Louis Réard designed what he called the Bikini. Both suits were tiny and showed the navel, and even though Heim’s was released slightly earlier than Réard’s, the name Bikini stuck.

A 1940s bikini has been on my want list for a long time. They are rare  in the USA, as the suit was just too skimpy for most American women of the post-war period. Last year an example by Heim came up for auction. I crossed my fingers and made the biggest bid I could, hoping it would fly under the radar of other collectors. It did not, and in the end sold for almost $10,000. This was a bit over my budget.

But then the suit above came into my life. I first spotted it on the seller’s Instagram (Skirt Chaser Vintage), and then bought it when it came up for sale.

Many of the early French bikinis laced and tied at the sides. This was not new, as several American swimsuit makers used this feature on their larger suit briefs during the war. Daring bathers could buy the suit a bit snug and then lace loosely to show a bit more skin.

The French took the idea to a whole new level. Some of Louis Réard’s suits were actually string bikinis, with no sides at all – only the string ties.

The map of France print is a great touch. The fabric is interesting, and unexpected. It’s a cotton textured barkcloth, more suitable for curtains than a swimsuit. But this was after the war, and fabric production was not back to pre-war levels. One used what one had.

I came up completely empty when attempting to find out anything at all about the label, Lavog. If anyone has any information about it, I’d be forever grateful.

In 1948 Holiday magazine printed an amazing photo-essay on the changing bathing suit. Leading off the article was this photograph.  The caption reads:

Such brief suits, unfortunately, are not ordinarily for sale. They must be custom built for custom-built girls like Sandra Spence.

The essay features other two-piece suits, but all have navel-covering shorts. It would be another fifteen to twenty years before the bikini really caught on in the US.




Filed under Novelty Prints, Proper Clothing, Sportswear, Summer Sports, Vintage Clothing

9 responses to “1940s French Bikini

  1. Jacq Staubs



  2. I love this presentation of your collection here and on Instagram. You really are a buyer with a plan. If we can’t come to you, you can bring BAM (Bramlett Archive and Museum) to us.

    Liked by 2 people

  3. What a great suit. I looked at it and thought, “when on earth can that be from? the style is too modern and the fabric too early.” Who knew the French invented the 1960s two decades earlier? (Not me, obviously 🙂

    Liked by 1 person

  4. Carla

    If you google Maillot LaVog poster by Garry you’ll see a 1936 One-piece swimsuit with your label used in the same font! Alas most sites want to talk more about the poster art rather than the company…but, it may offer you a lead.


    • Carla

      ps…upon looking further it looks like LaVog has been around for awhile …if you look on ebay you will find people selling ads up to the 1960’s for Lavog. Perhaps it was a store that also made it’s own line? And someone is selling a more contemporary LaVog bikini on the French ebay site (the font is still the same!)


  5. WOW! What a find! The French were so ahead of us here in the US!

    Liked by 1 person

  6. coran beck

    This bikini is just too…..EVERYTHING! I feel as though – surely – I must be a shade of vibrant kelly green as a result of my envy (at the very least a pastis hued chartreuse). Oh the little cutouts of France – the side ties – the white background – so very, very lovely. What a find – lucky you!


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