We continue our look at Jantzen foundations with this ad from the November 1959 edition of Cosmo. The black background and red text make it a striking ad to show off their line of colorful panty girdles and Curvallure strapless bras. It is interesting to note that this bra and girdle combination came in white, pink, blue, and black in addition to the red that is shown in the illustration. However, what I find most interesting is the description of the assorted materials used to keep the shape of the girdle.
Here they reference the manmade fibers of Nylon, Dacron, and Lastex. By 1959, these fibers were mainstream for manufactures and well-known to consumers thanks to advertisements from Dupont and US Rubber Company regularly seen in mid-century women’s magazines. What I find fascinating about the mid-century fashion industry is how it was influenced by these manmade fibers. If these fibers didn’t exist, what would the 1950’s classic silhouette be? Without nylon, polyester, and lastex (similar to spandex), girdle making would be more expensive and the sought-after hourglass figure less attainable.
Note the difference between the 1959 ad above and this ad from a decade before. Both are from Jantzen. Although the message is the same (buy our products to transform the shape of your body), the feeling is much different.
This cute ad showing an illustration of a women wearing a bra and girdle while playing with her dog came from the February 1949 edition of McCalls magazine. Here they are selling fun versus the Cosmo 1959 ad which is selling glamour. But the interesting part again is the description of materials made to make the girdle.
All Jantzens come in airy resilient elastic fabrics with remarkable figure control . . .
Note that the 1949 ad references elastic vs the 1959 ad which talks of nylon, lastex, and Orlon. These fibers are stronger, lighter weight, and retain their shape more than elastic. Thanks to the development of these fibers, both the garment and undergarment industry has been transformed. Think of today’s culture without yoga pants and spanks.
More about the Shaping of Fashion with Manmade Fibers
If you are like me and enjoy geeking out about fashion and fiber history, here is some interesting postwar copy from a United States Rubber Company ad found in the a May 1946 Women’s Home Companion magazine. It is promoting the improved fiber called Lastex that was planned to be available again in the future.
One of these bright days you’ll again enjoy “Lastex” yarn not only in foundation garments but also in nearly everything you wear.
I love that pages found in ephemeral Mid-Century magazines like Cosmo, McCalls, and Women’s Home companion that were meant to be discarded after use were preserved for our use today. Understanding the role of chemistry and fiber development helps us better understand both the past and our world today.
Be sure to check out the postings below for more information about the topics discussed in this posting.
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