Mirror, Mirror
January 10, 2013 § 4 Comments
Happy New Year, everyone! This year I look forward to sharing more of my original pattern research and sewing projects, including my ’40s cape, an over-the-top ’70s Dior, and two by Alexander McQueen. For the moment I’ve been temporarily sucked back into academia, so my first post of 2013 is an images post.
Advertising for home sewing often involves women and mirror images. Promotional illustrations will show a woman standing before a mirror, or contemplating her reflection, as on these leaflets from Butterick and McCall:
Butterick Fashion News, December 1936. Image via PatternVault on Etsy.
McCall Style News, September 1940. Image via PatternVault on Etsy.
An Edwardian McCall’s ad shows an interesting variation: the mirror reflects a fashion plate, the idealized, well-dressed woman the dressmaker will become through her labour. The slogan spells out the idea of wish-fulfilment, promising the home dressmaker that she can “realize her dreams” with McCall’s patterns:
The fashion plate also serves to promote a McCall’s pattern. Here is the full illustration:
Detail, advertisement for McCall’s magazine, 1909.
I know this isn’t the only sewing ad I’ve seen based on this concept. Can you think of others?
In other news, PatternVault is now on Twitter! Follow me for updates on the blog, shop, and vintage and designer fashion.
Slant-O-Matic for the Holidays
December 27, 2012 § Leave a Comment
I wanted to share this holiday-themed, Mad Men-era advertisement for Singer Slant-O-Matic sewing machines and Singer Sewing Centers:
What’s the newest slant on holiday sewing? Singer Sewing Centers advertisement, 1960.
Like the other ads in the series (see my earlier post here), the ad plays with scale while serving up some mid-century aspirational marketing. The copy promotes the Slant-O-Matic’s slanted needle and how it helps dressmakers sew special fabrics into submission.
The model is Sara Thom; her evening gown in grape and fuchsia taffeta is a McCall’s exclusive by Pauline Trigère, McCall’s 5588.
McCall’s 5588 by Pauline Trigère. Detail, Singer Sewing Centers ad, 1960.
