back to school, august 1957

This time of year always feels like something new is starting.  You may not be going back to school, or helping someone else get ready to go back.  But you can still sense and enjoy the change of season; you might buy new clothes or redecorate your home.  (Though buying new clothes was never a big thrill when I was young, getting new school supplies was, for some reason.)  These ads (all from August 1957 issues of Life magazine, which you can peruse in full here, here, here and here) are full of that back to school excitement, advertising all things required, from plaid and wool to...asphalt roads?

Ivy League stripes for "real boys."

This whole ad is awesome.  I showed it to Andy and said he should build a wardrobe on this.  Especially loving the duffle coats and the desert boots on the fella in the left corner.

I like how Sears covers both the men's and women's looks in this ad, and the added pieces and accessories shown on the right.  (The color for autumn 1957 is "Amber Haze"!)  Her skirt is fantastic.  And look at the men's accessories, etc. on the right--desert boots again!  They must have been a hot item that season.

Cutest graphic!

Well, it won't be tough to guess--that plaid dress is calling to me.  Mom--make it for me, pleeeeease?  Just kidding.

How cute is the little coed lamb logo?

I guess asphalt was kind of a new thing in 1957.  The kids in the back of the bus have kind of a desperate look about them...like they want to escape.

This "chubby lass" isn't really fond of the moniker "Chubbettes"...but it's a cute dress!

Cute wool fashions, cute lambs, and cute lamb logo again--this time in a back-to-school beret and scarf!

Lots of summer into fall transition looks from Blue Bell.  Loving the shorts and blouse on the girl in the forefront, and the contrasting plaid cuffs on pants on the right.  (I have a pair of deadstock Blue Bell jeans in the shop right now, by the by!)

xo

k

futuristic fabric

This post was originally going to be about magazine ads of 1964.  (I'm still going to do that post.)  But as I was going through my May 1964 issue of McCall's, I noticed a large number of fashion ads that were not for the garment itself, but its fabric.  I don't think this is something we'd see much of in today's women's magazines.  Why would the women of 1964 care about whether their dress was made from Dacron, Orlon, Fortrel, or treated cotton?  Nylon and polyester fabrics had been in use in fashion for some time, but in the 1960s, we became obsessed with all things modern and convenient.  The fashions shown in this 1964 magazine aren't quite the futuristic vinyl/PVC mod looks of the Youthquake, but the ads do still focus on the modern aspects of the fabrics.  The ads tell us that Dacron and Fortrel are flattering, easy to care for (requiring little to no ironing), that they "stay fresh" and keep their shape.  (Note all the DuPont logos you see in these ads!)

An R&K Originals dress made of a Dacron polyester and cotton blend that "keeps its head on the hottest day," and retails for $20.00.

Several styles made of "Lovely to live in, non-stop neat" Dacron from manufacturers Jantzen, Ship 'n Shore, Sue Brett, McGregor, and Koret of California.

This Gay Gibson gingham set is particularly cute!

A striped $13.00 Orlon beach shift, by Boepple.

This ad is so weird, but I kind of love it.  It's like happy desert noir.  And that guy's hat!  Anyway, this Dan River Fabrics ad points out that even good old 100% cotton can be modern and convenient...when it's treated with "Wrinkl-Shed with Dri-Don."

A lovely $20.00 Leslie Fay dress, made of printed voile that's a blend of Fortrel polyester and cotton.

And don't worry--the cotton people were on top of things, too!  100% cotton is the best fabric in the heat, and it "never clings.  It's never clammy."  Also, you can iron it and it won't melt!  (Hm, not sure that's the best selling point...)

xo

K