The Zona Gallery: Room 109


Don't You Know There's a War On?

Girdles of the Greatest Generation

Rubber was in short supply in the U.S. during World War II, and the little available had to serve needs far more critical than foundationwear. Some girdle production continued, however, as proper support was judged to be essential for the health and morale of the women working in defense industries. Magazine ads capture some of the flavor of those years.


"Military Needs Come First"

Left: "The Patriot- the girdle without rubber."LaCamille, undated.
Center: "Military needs come first." Realform, 1943.
(What's she doing? Pasting a ration stamp into her book, of course!)
Right: "Elasticity without war-needed rubber." Gossard, 1943.



"We're Working Harder and Loving It."

Left: "For the support you need... these hectic days of added responsibilities." Formfit, 1942.
Center: "There are millions of women now engaged in the heavy work of industrial war jobs," and the Camp corset fitter serves too, "doing an heroic job helping women to feel more fit... to fight fatigue." Camp, 1942.
Right: "A must for the Victory vigor you're needing these days." Hickory, undated .



"You Want Your Corset To Last."

No telling when a girl might find another one! Talon Zippers, 1942.



"Don't Tell Me Bulges Are Patriotic!"

Though many ads stressed the need for sacrifice, others presented a somewhat more mixed message. All three, Foundettes, 1942.



"Better Than the Pre-War Models!"

Some advertisers tried to convince women that there really was no problem at all. Did anyone believe them? L-R: Hickory, 1942, Charis, 1942, Hickory, 1943.



"Not Every Model, Everywhere..."

Manufacturers were frank about the difficulty of finding their products. Left and center, Foundettes, 1944; right Smoothie, undated.



To Welcome Home Your Warrior

At war's end, one manufacturer suggested taking a tip from Grandma: "hiding your efficiency under bows and ruffles," and "wearing your waistline as small as it will go."

Really.

But you have to remember, the world was a very different place back then. Jantzen, 1945.



Oh, and one other thing.

Thanks, Dad (Sgt., U.S. Army); thanks, Mom (Grumman Aviation). I'm proud of you both.


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The Image Gallery is presented in hopes of preserving a small bit of a vanishing cultural resource. All material is posted for educational purposes only.

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