1940: Keep Trim ... Keep Slim ...

From the same source as my previous post (Life, September 1940), I'm sharing 
my favorite body image ads of the time. Although most of these are
targeted specifically at women, the above ad includes the entire family.

"Want Hollywood measurements? Then do as Hollywood does . . . ride a bike! Pedal your way to a slim, trim figure . . . to good looks and good health! Bicycling is good fun for everyone . . . the young, and all who want to stay young. Why not see your neighborhood dealer in bicycles at once? Buy a bike"
-Cycle Traders of America, NYC, 1940.

"I'm a smoothie if there ever was one . . . a band panty that blends my lines with yours. My silky-smooth texture defies all chafing for I'm made of Celanese rayon, guaranteed not to run, shrink, or sag. And my NO-BELT WAISTBAND, a miracle of comfort, actually breathes with you!"
-Blue Swan Mill, NYC, 1940.

Beauty naps are passe . . . Beauty rides the Vogue!
(with a fabulous comic, which ends with the father saying, "Say, Mother, since you started riding a bike a few weeks ago, I can hardly tell you from daughter.")

The Majorette by Venus came with a "free figure analysis" if you simply sent in your bust, waist and hip measurements, and included your length from waist to knee and weight. Yikes!

Munsingwear's Half-Pint Pants were found only at "better stores" and "nipped off fullness" with their unique blend of silk and rayon.

Which shall I upload for next week?
The liquor ads.
The cigarette ads.
The food ads.


1940: College Girls in Men's Clothing

Loved this article so much, I scanned it in for you to enjoy.
The above photo has this caption, "Jumper dresses are outstanding non-masculine style in fall college wardrobes. The one at left, however, retains a masculine affinity in fabric i.e., men's-wear gray flannel. Although all plaids are popular, newest are the plaids with white grounds."

My favorite photo of the bunch reads, "Visor cap resembles those worn by baseball players, is made of corduroy in numerous colors. Wood bracelet has a dangling penknife for carving dates, initials, etc."

These pictures are of a "mannish jacket . . . purposely loose-fitting," as well as men's moccasins 
and a man's raincoat. The red rubber boots are an adaption of boy's boots.

Left: Men's slacks, pictured on women who attend Eastern college.

Right: Men's jackets, the real thing, not tailored for women. Right buttoning, and first made news when worn by female students at the Smith College.

Here's my source: Life, September 1940.


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