Sewing and Smoking

Cheryl Tiegs in a 1975 Virginia Slims / Vogue Patterns sewing ad — Detail, Virginia Slims advertisement, 1975.

Today is World No Tobacco Day. Here’s a look at a Virginia Slims ad that ran in Vogue Patterns magazine.

The mid-’70s ad—with the famous You’ve come a long way, baby slogan—contrasts the fashionable, contemporary Cheryl Tiegs with the Edwardian “Mrs. Florine Knauff,” caught smoking during a fox hunt. Along the lower left-hand side, the caption reads, Fashions: Vogue Patterns.

Virginia Slims ad feat. Cheryl Tiegs, Vogue Patterns 1975 — Virginia Slims advertisement in *Vogue Patterns*, January/February 1975.

Doesn’t Tiegs’ green dress look a lot like Emanuel Ungaro’s goddess gown?

1970s Emanuel Ungaro green gown with shoulder streamers - Vogue Paris Original 1135 — Vogue 1135 by Emanuel Ungaro (1974)

The popular design was reissued in 2001 (as V7521).

A handful of ’70s Virginia Slims ads credit Vogue Patterns, most notably this Yves Saint Laurent couture pyjama, as worn by Beverly Johnson:

Beverly Johnson wears pyjamas made from a Vogue Pattern - Virgina Slims "You've come a long way, baby" ad, 1973 — Virginia Slims advertisement, 1973. Image: Stanford Research into the Impact of Tobacco Advertising (SRITA).

Yves Saint Laurent Spring 1973 haute couture printed pyjama pattern - Vogue Paris Original 2912 — Vogue 2912 by Yves Saint Laurent (1973) Image: Paco Peralta.

There were even promotional Virginia Slims sewing kits. This one contains FDR-made upholstery needles:

Virginia Slims needle pack cover. Image: Etsy.

Pack interior: We hope you enjoy this assortment of quality all-purpose sewing needles compliments of Virginia Slims — Virginia Slims needle pack. Image: Etsy.

Click the Beverly Johnson ad to learn more about SRITA, Stanford’s tobacco advertising project.

3 thoughts on “Sewing and Smoking”

Sarah, you have a knack for spotting a designer’s outfit!
It’s easy to forget just how prevalent smoking was in the 1970’s…on airplanes, in restaurants, at work, after dinner parties, on tv. It seemed that more people smoked than didn’t (at least amongst my parent’s friends). Thanks for this nostalgic post.

We certainly have come along way! Now we have to put up with betting advertisements in their place…but they are not as stylish as these ones. Love your insights into the fashion & clothing world.