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.
Zig-Zag Glamour
October 11, 2012 § 1 Comment
Speaking of aspirational marketing, I wanted to share this early ’60s, Mad Men-era ad for Singer’s Slant-O-Matic sewing machines and Singer Sewing Centers:
What is zig-zag sewing? Singer Sewing Centers advertisement, 1961.
The ad shows a model (Dovima?) in full evening dress, complete with long gloves and glittering parure; she leans on a monumental Singer Slant-O-Matic sewing machine, a length of her gown’s green fabric rippling underneath.
According to the ad copy, zig-zag sewing is an exciting, time-saving innovation that helps you sew drapes, mend Johnny’s shirts, and choose complicated designer sewing patterns without a second thought. The eveningwear design is a Vogue Paris Original by Nina Ricci, Vogue 1499.
I love how the ad plays with scale while juxtaposing mid-century high glamour with the latest sewing technology. The other ads I’ve seen from this series promote formal sewing for the winter holidays, but this one is from the June/July Vogue Pattern Book.
Vogue 1499 by Nina Ricci. Detail, Singer Sewing Centers ad, 1961.
