Swimwear advertisements
Date1930-1938
Object numberANMS0472
NameArchive series
MediumPaper
ClassificationsEphemera
Credit LineANMM Collection Gift from Dale O'Sullivan
DescriptionThis archive series numbered [001] - [052] consists of advertisements collected by designer Peter O'Sullivan for various brands and manufacturers of swimwear. Included are advertisements for swim suits by Morley, Selfridge, Pesco, Ribana, Jantzens, Hermes, Roussel, Bloomingdale, Charnauz, Ribbolastic, Finnigrans, Eagley, Greenhill and Daniel Inc, Beach Mate, Merzon and Bradley.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.
1930 - 1938