Dear Friend,

When I look through modern day magazines I’m just not inspired.

Very few of the articles grab my attention, let alone make me gasp at their beauty (with the exception of some Vogue, Tatler or Vintage Caravan magazine photo spreads). Many modern day glossies are chock a block full of mediocre articles and garish adverts…so different from the magazines of the 1950’s and 1960’s.

I’ve decided to do a series of articles entitled “The Golden Days of Advertising” that will each highlight a product or advertisng campaign from the period that is both noteworthy and swoon worthy. The first of this series consists of the following beautiful pictures. As you will note the campaign had very little way in the text, just pictures of women looking elegant and refined. All these women are clothed in the most sumptuous of fabrics of the day- silks, velvets and soft frilly tuille…and one other wonder fibre.

modess 2




     modess12 modess8

     modess1`7 modess6 modess5 modess4


modess20 modess21

That’s right- Modess!

The very successful  ‘Modess…because’ campaign ran in women’s magazines from 1948 through to the 1970’s. It’s impact relied on the beauty, style and serenity of the photos to sell it’s luxuriously soft new ‘fabric covering’. Far more elegant and persuasive than so many other garish and obvious ads that are around nowadays…and very effected, during this time Modess became one of the most popular brands on the market…all with barely a mention of unmentionables.

I must say it is one of my favourite series of adverts of all time.



Princess Pin  Curls