If you subscribed to Mademoiselle magazine in 1960, you were likely someone who liked and appreciated fashion. You might have even been someone who followed celebrity fashion designers like the up-and-coming Arnold Scassi. This September 1960 ad for Maidenform Girdles featured Scassi and one of his couture “partyline for after five” dresses. The ad tells us that the stunning look was made possible thanks to Scassi and the Maidenform Girdle.
The fit? A simple matter of Scaasi skill plus the shape-making girdle beneath
Maidenform advertised heavily in mid-century magazines where their bra ads were known for their consistent “I Dreamed I . . .” theme. Although not the exact phrase, this girdle ad also used a dream theme: The Dream of a Dress, The Dream of a Girdle, and Scaasi’s Dream begins with a Maidenform Girdle.
Here’s a sample of Maidenform’s “I Dreamed I . . .” ad. Check out more MidCenturyPage.com ads for Maidenform.
Arnold Scassi
Arnold Scassi began his career in the mid twentieth century and continued to be popular as a contour designer for celebrities late into the century.
His talents are obvious in this fashion show at the Fashion Institute for Technology. Unfortunately, the YouTube video is not good quality, but it is a nice representation of his work. I am curious what year this is from. If anyone knows, please let me know.
Here is another YouTube video that I found. It pays tribute to Scassi’s life and work.
More Ads from Mademoiselle on MidCenturyPage.com
As someone who enjoys flipping through the pages of vintage fashion magazines, the September 1960 Mademoiselle is a favorite of mine. American culture began to change with the beginning of the new decade. The same was true with fashion. Here are some more great 1960’s images from Mademoiselle.
Mid-Century Page 
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