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Advert for Aquascutum weatherproof coats 1923
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Advert for Aquascutum weatherproof coats 1923
Reliability in rain is the first attribute of an Aquascutum - familiarly called a " scutum". Date: 1923
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Media ID 14124610
© Illustrated London News Ltd/Mary Evans
Aquascutum Breasted Coats Gentlemans Overcoats Raincoats Rainwear Resistant Shower Waterproof Waterproofs 1923
EDITORS COMMENTS
Step into the roaring twenties with this elegant advertisement for Aquascutum's weatherproof coats, dated 1923. The image showcases a dapper gentleman proudly holding up one of the coveted "scutums," a nickname for the brand's iconic raincoats. With reliability in rain being the first attribute of an Aquascutum coat, these garments were a must-have for any well-dressed man during this era. The single-breasted design, featuring a belted waist and notched lapels, exudes an air of sophistication and practicality. The macintosh-style raincoat, also known as a rainmac or rainmacs, was a popular choice for gentlemen seeking protection from the unpredictable weather. Aquascutum's commitment to innovation and quality is evident in the use of the term "waterproof" and "showerproof," showcasing the advanced technology of the time. This advertisement serves as a testament to the historical significance of Aquascutum's raincoats and their enduring appeal. The 1920s were a decade of change, marked by the rise of flapper culture, jazz music, and new fashion trends. Yet, despite the shifting social landscape, the need for a reliable and stylish raincoat remained constant. This advertisement encapsulates the essence of that era, blending fashion and function in a captivating way. In summary, this photograph offers a glimpse into the past, showcasing the timeless appeal of Aquascutum's weatherproof coats and their role in shaping men's fashion during the 1920s.
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