Manton's sun-tan parade

Date1938

Object numberANMS0447[005]

NameBrochure

DimensionsOverall: 125 x 95 mm
Display dimensions: 125 x 190 mm

ClassificationsEphemera

Credit LineANMM Collection Gift from Dale O'Sullivan

Terms

DescriptionA program for 'MANTON'S / "Sun-Tan' PARADE / OCTOBER 19th to 23rd / 3PM to 5PM DAILY' from 1938. "The newest in Swim Suits and Cruise wear as sponsored by leading American, Hawaiian and Australian Houses, is what this "Sun-Tan" parade represents - aquatic sports, are the most exciting and exhilarating of all, and so health giving, too - not that hygienic persuasion to swim is necessary when styles and construction of the new swim suits have greater appeal of vanity. / In keeping with the present colour craze, our beach wear will be gayer and more colourful than ever before. / And interesting feature during "Sun-tan" Week will be the display in the Lounge of Souvenirs and Novelties, a collection on loan by courtesy of The Royal Packet Navigation Co.Ltd., the Orient Line of Steamers, and The New Zealand Government Tourist and Trade Bureau. In this informal presentation of Beach Wear, Sun-Tan Suits and Water Fashions, it must be realised that it is a small representation of a very complete stock from the Sun-Tan Shop situated on the First Floor. / Almost any suit displayed may be had in other attractive colours."HistoryManton's department store was designed by architect Harry Norris and opened on the site of the old Theatre Royal in Melbourne. The theatre was demolished in 1934 and the six-story department store was opened three years later. The company was owned by the Manton family and was started in 1925 by WV Manton, whose clientele were the middle class of Melbourne shoppers. The business eventually declined and the building was taken over by GJ Coles & Co in 1955. It is currently the Target brand store, although the original Manton's facade is still present behind the modern exterior. SignificanceAustralia's beach culture developed throughout the 1920's and the 1930's and women's swimwear design became more practical and acceptable. The involvement of the cruise company's in swimwear parades was a way for them to promote cruising as a holiday option and a glamorous resort style experience.