Make the Clothes that Make the Woman

The slogan for McCall’s Patterns in the mid-1950s was “Make the clothes that make the woman.” The advertising campaign with this slogan shows two identical women, one dressed in McCall’s pattern pieces, the other in the finished garment. It’s a charming campaign from the Golden Age of Advertising. Here’s a selection, in roughly chronological order:

This ad from 1956 shows the model enjoying a fresh strawberry at a party. (Could it be a strawberry social?) The pattern is McCall’s 3562:

McCall's 3562 - McCall's advertisement advert 1956.
McCall’s advertisement, 1956.

The September ad shows Dovima on a trip to Paris, before a mustachioed gendarme. The pattern is McCall’s 3785 by Givenchy:

1950s Givenchy pattern, McCall's 3785 - McCall's advertisement advert September 1956.
McCall’s advertisement, September 1956.

Another travel-themed ad shows McCall’s 3790 with some whimsically stacked luggage:

McCall's 3790 - advertisement advert 1956
McCall’s advertisement, 1956.

This 1957 ad featuring McCall’s 3952 shows a well-dressed tug-of-war:

McCall's 3952 advertisement advert February 1957
McCall’s advertisement, February 1957. Image: Allposters.com.

This Valentine’s Day-themed ad appeared in Vogue’s March 1957 issue. (The pattern is McCall’s 3967.) The model is Suzy Parker:

McCall's 3967 advertisement advert March 1957
McCall’s advertisement, March 1957.

This spring ad shows McCall’s 4046 by James Galanos:

McCall's 4046 advertisement advert April 1957
McCall’s advertisement, April 1957.

In the ad for May 1957, the binocular-wielding model wears an “Instant” dress, McCall’s 4070:

McCall's 4070 advertisement advert May 1957
McCall’s advertisement, May 1957.

This late summer ad looks forward to fall’s collegiate sports games. The design is by Claire McCardell, McCall’s 4208:

1950s Claire McCardell pattern McCall's 4208 advertisement advert August 1957
McCall’s advertisement, August 1957.

Within its variations on the playfully presented scene of leisure, the campaign conveys a visual reminder of one of McCall’s long-standing technologies: the printed pattern. (McCall’s had been producing printed patterns since the 1920s, whereas Vogue only introduced printed patterns in 1956—later outside North America.) Have you seen other ads from this McCall’s campaign?

Maud Adams

Maud Adams and Roger Moore - Octopussy poster detail

How many pattern models can say they’ve been a Bond girl? Since the Toronto International Film Festival is underway, this instalment in my models series focuses on Swedish model-turned-actor Maud Adams, whose film credits include The Man with the Golden Gun (1974), Rollerball (1975), and Octopussy (1983). (To see the other series posts, click the ‘models’ tag below.)

Before getting into film acting in the 1970s, former Miss Sweden Maud Adams (née Wikström, b. 1945), worked as a model in Paris and New York for publications including Vogue, McCall’s, and Vogue Patterns. McCall’s 1044 sees her modelling a check suit by Laird-Knox:

Maud Adams models a Sixties suit pattern by Laird-Knox, McCall's 1044
McCall’s 1044 by Laird-Knox (1968) Image: Vintage Patterns Wiki.

Maud Adams appears on many Vogue designer patterns of the later ’60s, such as this one for a dress by Patou:

Maud Adams models on the cover of Vogue 1809 by Patou
Vogue 1809 by Patou (1967) Image: Vintage Patterns Wiki.

Here she wears a dress and matching scarf by James Galanos:

Maud Adams models Vogue 2004 by James Galanos
Vogue 2004 by James Galanos (1968) Image: Stitches and Loops.

And here Adams models the maxi version of Vogue 1847, a fabulous halter dress by Pierre Cardin:

Maud Adams modelling a 1960s Pierre Cardin maxi dress pattern, Vogue 1847
Vogue 1847 by Pierre Cardin (1967) Image: Etsy.

Maud Adams also appears on several late Sixties covers of Vogue Pattern Book. Here’s a selection:

Maud Adams on the cover of Vogue Pattern Book, Aug/Sept 1967
Vogue Pattern Book, August/September 1967. Image: eBay.
Maud Adams on the cover of Vogue Pattern Book, Feb/Mar 1968
Vogue Pattern Book, February/March 1968. Image: eBay.
Maud Adams on the cover of Vogue Pattern Book, August/September 1968
Vogue Pattern Book, August/September 1968. Image: flickr.