Tag Archives: lingerie advertising

Ad Campaign – Hanes Seamless Nylons, 1962

The Perfect Gift!  Irresistible Seamless Nylons * In an Irresistible Christmas Box

I’ve never received hosiery as a gift, but if I did I think I’d feel like all the men and boys over the years who got socks in their Christmas stockings:  let down, disappointed, dejected.  That is, unless they came in this irresistible Christmas box, and in that case, all would be forgiven.

I miss packaging like this.  In 50 years will people look back at ads from 2012 and think they are charming?

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Ad Campaign – Maidenform 1951

I dreamed I was bewitching in my Maidenform bra.

This dream goes out at night!  Was there ever such artful magic?  Me… marvelously molded, abra-ca-da-BRA-ed to beauty by my Maidenform bra.  If you’ve dreamed of being bewitching… let your dream come to life with Maidenform.

This October 1951 ad shows probably the most un-witchy witch imaginable with her pretty smiling face.  But at least the props are there – the broom and the cone for a hat.

The I Dreamed ad campaign was one of the longest ever running campaigns for a clothing brand, starting in the late 1940s and lasting through the mid 1960s.  The Maidenform wearer dreamed of everything from sailing down the Nile to being a mermaid.

So, anyone know the slogan that replaced  I Dreamed I…?

To see more of this famous ad campaign...

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Ad Campaign – Hanes, 1972

This is one page of a two-page ad spread from 1972.  The second page is merely the name of the product and a short slogan.  Can you guess what it is?  And yes, it is fashion related.

If no one guesses correctly today, I’ll post the second page of the ad tomorrow.  I’ll give extra credit if you know the brand.

(Don’t try that sneaky hover over the image trick, thinking I might have put the name of the product in the file name.  Another blogger recently had a guessing game and the files had revealing names, and the game was ruined when one poster used that info and pretended to know all the answers.  Not cool…)

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Ad Campaign – Hanes Hosiery, 1951

It time for Fashion Week, so follow the fashion leaders…smart coming…and going!

Hanes is one of those old North Carolina companies that seems to have been around forever.  Founded in 1901 in Winston-Salem (a city more famous for tobacco than for textiles) brothers John Wesley Hanes and PH Hanes both started knitting mills in the early years of the 20th century.  John’s factory, Shamrock Mills,  made socks, while broth PH’s plant, PH Hanes Knitting Company,  made cotton knit underwear.  Shamrock was renamed as Hanes Hosiery Mill in 1914, and a few years later they switched from men’s socks to women’s hosiery.  They were an early user of nylon when it was introduced to the market in 1939, and they were quick  to embrace the seamless stocking in the early 1950s.

In 1965 the two companies merged to form Hanes Corporation, and in 1979 the company was bought by Sara Lee.       Before too many years the giant knitting plants in Winston-Salem and across the piedmont of North Carolina were dismantled and sent to Central American countries.  Then in the 2000s, production was moved primarily to China.

Very little Hanes production remains in the US, but they do buy their cotton yarn from Parkdale Mills, which operates around two dozen spinning mills in the South.

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Ad Campaign – Kumfortites, 1948

Sorry about the huge image, but I do have a reason for making it so large!

I was going back through this blog, looking at some older posts when I realized that I needed to do some badly needed maintenance.   Between the seven years I’ve been writing the Vintage Traveler, and the fact that I moved it from another site to wordpress, there were quite a few missing images and crazy text errors.  So I started out to spend the afternoon fixing the problems.  I quickly realized this project is going to take more than one afternoon.

When I started this blog in 2005,  blogging was a very new thing.  I was posting only occasionally, and my photos were sized from tiny to huge and I didn’t even always use the same font.  Most of my early posts were around 100 words!

But looking back was good, because I can clearly see how I’ve grown as a blogger, that my perspective of fashion history has been more clearly defined.  I’ve found some old posts that I’ll be re-writing and re-posting, as I’ve learned so much in the passing years that what I would say about an object today might be totally different from how I saw it in 2007.

One thing that really struck me was how important a consistent look is to a blog.  It was only about two years ago that I tried to size every image at the same width.  Some of my images were so small even I had a hard time telling what they were supposed to be.  So I’ve been retaking and re-scanning some that were in sad shape.

I was rewarded for this work by today’s ad.  You might recall that I found a pair of Kumfortites a few months back, and today while looking for something else, I found this ad in a 1948 magazine.   And yes, the ad is huge, but it is also consistent!

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Ad Campaign – Maidenform, 1957

In the 1950s and 60s, Maidenform had a winner of an ad campaign.  The I Dreamed campaign covered everything from women in politics to art and history to downright silliness.  If it could be dreamed, Maidenform did the ad.

I love this “I dreamed I crashed the headlines” ad from 1957, because Maidenform managed to get their name in the news this past week.  Janie Bryant, the designer of Mad Men, who has been wardrobe advisor for Maidenform for over a year now, was interviewed in an article that comes off as an ad on Vogue.com.

In this article, Bryant reveals the “secret” that the way to achieve a curvy 1960s look is to wear “the right foundations that accentuate your curves.”  And in the short article, the brand name is mentioned three times, plus there are two links view the collection.

There has been a lot written lately about fashion bloggers blurring the lines between news and advertising, but here is an old school magazine doing the very same thing.  But, really, hasn’t it always been that way?

 

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A Romanticized View

This ad is from 1919, a year in which Americans were seeing the return of many injured servicemen from WWI.  America had a bit of a romanticized view of the war, being so far removed from the horrors that Europe was experiencing, and even after the war ended, and many men came home with their rose-colored glasses removed, the public was pretty much unaware of the horrendous experience of it all.

This ad came form a 1919 Harper’s Bazar.  Many of the stories in the magazine, and in others from 1919, refer to returning soldiers,  and to the war, but there really is no mention of just how bad an experience it had been.  In the stories, there seems to be no “shell shock,”  no poison gas, no death.

I guess it would have been worth it had one of the names for WWI been true – “The War to End All Wars.”  But unfortunately, they were wrong in 1919.

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