Make the Clothes that Make the Woman

The slogan for McCall’s Patterns in the mid-1950s was “Make the clothes that make the woman.” The advertising campaign with this slogan shows two identical women, one dressed in McCall’s pattern pieces, the other in the finished garment. It’s a charming campaign from the Golden Age of Advertising. Here’s a selection, in roughly chronological order:

This ad from 1956 shows the model enjoying a fresh strawberry at a party. (Could it be a strawberry social?) The pattern is McCall’s 3562:

McCall’s advertisement, 1956.

The September ad shows the model (Dovima?) on a trip to Paris, before a mustachioed gendarme. The pattern is McCall’s 3785 by Givenchy:

McCall’s advertisement, September 1956.

Another travel-themed ad shows McCall’s 3790 with some whimsically stacked luggage:

McCall’s advertisement, 1956.

This 1957 ad featuring McCall’s 3952 shows a well-dressed tug-of-war:

McCall’s advertisement, February 1957. Image via Allposters.com.

This Valentine’s Day-themed ad appeared in Vogue’s March 1957 issue. (The pattern is McCall’s 3967.) The model is Suzy Parker:

McCall’s advertisement, March 1957.

This spring ad shows McCall’s 4046 by James Galanos:

McCall’s advertisement, April 1957.

In the ad for May 1957, the binocular-wielding model wears an “Instant” dress, McCall’s 4070:

McCall’s advertisement, May 1957.

This late summer ad looks forward to fall’s collegiate sports games. The design is by Claire McCardell, McCall’s 4208:

McCall’s advertisement, August 1957.

Within its variations on the playfully presented scene of leisure, the campaign conveys a visual reminder of one of McCall’s long-standing technologies: the printed pattern. (McCall’s had been producing printed patterns since the 1920s, whereas Vogue only introduced printed patterns in 1956—later outside North America.) Have you seen other ads from this McCall’s campaign?