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Advertising material for 'Seagull' swimwear

Datec 1937

Object numberANMS0462

NameArchive series

MediumPaper

ClassificationsEphemera

Credit LineANMM Collection Gift from Dale O'Sullivan

Terms

DescriptionThis archive series numbered [001] - [031] consists of advertising material for 'Seagull' swimwear collected by designer Peter O'Sullivan. It includes 27 advertising proofs from Botany Knitting Mills, three design sketches and one magazine advertisement clipping. They depict various Seagull styles such as 'elegant', feature netting and waveline designs, and use corrugated and blister stiches. The swimwear is made using exotic patterns and colours, and include slogans such as 'Slimtex - the miracle fabric is made of lastex, and two ply yarn', and 'Featuring inbuilt trunks designed by Mr P. M. O'Sullivan'.HistoryPeter O'Sullivan became the first Australian to successfully design and manufacturer swimwear for export to the United States by creating two innovations. He won the world patent for the square belt buckle, known as the 'Superman' buckle, after it was incorporated into Superman's costume and he developed the small skirt across the front of both men's and women's swimsuits known as the 'modesty panel'. O'Sullivan's 'modesty panel' became a feature of Australian and international swimwear fashions right up until the 1970s. His Black Lance swimwear range in the 1930s featured low cut backs, fashionable colours and decorative flourishes.SignificanceThis is a rare archival collection with excellent display potential relating to Melbourne based swimwear designer Peter O'Sullivan. The collection documents all aspects of knitted swimwear production from the development of designs, to the choice of models, manufacture and distribution of swimwear. The collection illustrates the European and American influences on O'Sullivan's designs, as well as his innovations of the modesty-skirt and 'Superman' buckle.