Tidy and Tide-y, With No Life B(u)oys to Guard 'Em

Tidy and Tide-y, With No Life B(u)oys to Guard 'Em

Datec 1938

Object numberANMS0460[065]

NameMagazine page

MediumInk on paper

DimensionsOverall: 290 × 210 mm, 4 g

ClassificationsEphemera

Credit LineANMM Collection Gift from Dale O'Sullivan

Terms

DescriptionA page from a magazine page titled 'Tidy and Tide-y, With No Life B(u)oys to Guard 'Em'. Featuring a three images of actors in swimsuits including Jean Chatburn Lorraine Bridges HistoryBVD (Bradley, Voorhees and Day) were originally manufacturers of men’s underwear, established in 1876. They later expanded into producing swimwear for men, women and children and in the early 1930s developed a variety of new fabric combinations such as latex, rayon and satin. Understanding the appeal of Hollywood and sporting stars in promoting products, BVD partnered with gold medal Olympic swimmer Johnny Weissmuller who appeared in their advertisements and made personal appearances endorsing their swimwear. It may be that he contributed to the design of these products, especially in regard in to the tight fit and practicality of the cut. BVD's self-proclaimed mission was the "glorification of the female figure in the water and on the sands" and the glamour of Hollywood of the 1930s shared the same ideals. Swimwear modelled by rising Hollywood actors provided the fashion approval that the public looked for. SignificanceSwim wear was synonymous with Hollywood glamour in the 1930s and Hollywood celebrities were often featured in swim suits for publicity shoots.