Skip to main content
Advanced Search
Beach Magic

Beach Magic

Date1935
Object numberANMS0454[001]
NameMagazine clipping
MediumInk on paper
DimensionsOverall: 280 × 140 mm, 3 g
ClassificationsEphemera
Credit LineANMM Collection Gift from Dale O'Sullivan
DescriptionAn advertisment for Gantner and Mattern Company swimwear titled 'Beach Magic'. It features photographic images of Hollywood actors Esther Ralston ('Hollywood Favorite'), Grace Bradley ('Paramount featured player') and Toby Wing ('Paramount Sensation') wearing Ganter and Mattern swimsuits. HistoryGanter and Mattern was another knitted sportswear label to come out of California and branch out into producing swim wear during the early 20th century. The company was begun by John O. Gantner and Alfred Mattern, who had previously been employed with San Francisco based company Pfister Knitting. Despite being prolific women's swim wear manufacturers, Ganter and Mattern being famous for manufacturing and promoting the 'Wilkie', the first topless male swimsuit for men. SignificanceThe early promotion of swimwear often had close associations with Hollywood actors. Companies such Ganter and Mattern used Hollywood actors and placed advertisements in fan magazines like this one, Screen Play.