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Advert for Carters womens sports underwear 1934
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Advert for Carters womens sports underwear 1934
Freedom for action... and every curve in its proper place. Date: 1934
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Media ID 14116124
© Illustrated London News Ltd/Mary Evans
Carters Fitted Knitted Outfit Outfits Sportswear Tennis Undergarment Undergarments Underwear Wear
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EDITORS COMMENTS
1. Title: "Freedom for Action and Every Curve in Its Proper Place: Carter's Women's Sports Underwear Advertisement, 1934" This advertisement from 1934 showcases Carter's innovative women's sports underwear collection, designed to provide both functionality and elegance for the modern, active woman. The image features a graceful woman in a variety of athletic poses, including playing tennis, golfing, horseback riding, and engaging in other popular sports activities of the era. The undergarments she wears are fitted, knitted, and designed to support and enhance her curves, ensuring they remain in their proper place during physical activity. This groundbreaking approach to women's undergarments was a significant departure from the bulky, unflattering alternatives available at the time. The advertisement's art deco-inspired design, with its bold typography and dynamic use of color, perfectly captures the spirit of the 1930s. The woman's confident, radiant expression and the playful, energetic poses convey the idea that these undergarments not only support the body but also empower the wearer to embrace her freedom and enjoy the thrill of sports and physical activity. This advertisement represents a turning point in the history of women's undergarments, as it demonstrates how Carter's recognized the need for undergarments that could keep up with the changing times and the growing popularity of sports and physical activity among women. The image remains a testament to the enduring appeal of functional, stylish, and empowering undergarments for women.
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