Advertisement for Jantzen swimwear

Date1930s

Object numberANMS0442[018]

NameAdvertisement

MediumColoured printing inks, medium weight paper

DimensionsOverall: 310 x 230 mm

ClassificationsEphemera

Credit LineANMM Collection Gift from Dale O'Sullivan

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DescriptionA coloured advertisement flyer for Jantzen swimwear for men. The advertisement is designed to fold at the creases to create a 3D effect.HistoryFrom the 1920s to the 1930s it was a liberating time for swimwear designers as new fabrics like lastex, a yarn with rubber core encased in wool, silk, rayon or cotton threads, was introduced to the market leaving the cumbersome and, heavy when wet, wool behind, giving the designers more freedom to create a more daring and figure hugging pieces in a variety of colours. The public accepted the shrinking swimsuits trend, but the government put up resistance – especially to men exposing their chests by wearing trunks. This daring style was met with public protests and by the end of the 1930s beach inspectors refused to uphold the by-law allowing swimwear to become shorter and sexier. SignificanceThis advertisement reflects the styling of men's swimwear fashions in the 1930s with a newer emphasis on revealing the chest and featuring shorter lengths for the legs.