A British company, Bear Brand, first experimented with tights; by the arrival of the miniskirt in the early s, tights were popular and widely available. During World War II, American GI's with a secure supply of nylon stockings frequently deployed them as part of their courtship rituals. An excellent, detailed insight into the origins and history of stockings. The sleek, seamed black stocking was synonymous with postwar fashion, and a focal point for Christian Dior's "New Look" in Paris in From the Tip of the Toes to the Top of the Hose. Thousands of small haberdashers were joined by department stores in major cities boasting dedicated hosiery sections.
Fashion and Retailing from to Women's magazines and mail-order catalogs provided manufacturers with new opportunities to introduce an ever-increasing array of stockings to an interested public. What is it that attracts and holds the eye of the male? A Short History of Stockings. An interesting insight into the philosophy of one of Britain's most successful lingerie brands. In the s, hemlines began to rise and the white stocking was covered in candy-colored riots of spots and stripes; even tartan prints were used to honor Queen Victoria's passion for Scotland. The first nylons were introduced in the United States in May ; four million pairs were sold in the first four days. A British company, Bear Brand, first experimented with tights; by the arrival of the miniskirt in the early s, tights were popular and widely available. An excellent overview of the photographer's work. For respectable ladies, it was dances like the waltz and the polka, the Charleston and the tango that allowed them to flash gentlemen a glimpse of a silk-clad ankle. It was a trend, begun by Reger in the s, and perpetuated by British lingerie brand Agent Provocateur in the s, toward lingerie, and in particular the stocking and suspender belt, as a positive, feminine choice. Brands such as Aristoc, launched in the s, Wolford , and Pretty Polly s , are still major players in the hosiery market in the twenty-first century, principally by playing on the glamorous associations of their product-and the idea of womanhood as object of masculine desire, a sensual package waiting to be unwrapped. The sleek, seamed black stocking was synonymous with postwar fashion, and a focal point for Christian Dior's "New Look" in Paris in Film stars like Betty Grable propelled the sleek, stockinged leg to iconic status-and it was an attainable glamour. A comprehensive guide to the retailing and representation of the stocking as an erotic force. Launching her business at the same time as Quant, Janet Reger appealed to women's desire to look and feel sexy. The advent of the cinema heightened the appeal, and facilitated the marketing of stockings. From the Tip of the Toes to the Top of the Hose. In tandem, packaging design took on all the qualities of gift-wrapped candy-lined paper boxes tied with a bow made stockings a desirable gift. Only the introduction of the "hold-up," a stocking with elasticized tops, breathed some life into the stocking market in the mids. In contrast, by stockings, now stigmatized as a masculine fetish, held only 5 percent of the market. The introduction of rayon in , a cellulose-fiber material invented in France, changed production in a radical way. Thousands of small haberdashers were joined by department stores in major cities boasting dedicated hosiery sections. It begins at the tip of the toes and runs to the top of the hose … legs and feet" Batters, p. Not coincidentally, the "Naughty Nineties" -the decade of the cancan and the Moulin Rouge-defined the stocking as an erotic symbol. A brief overview of the subject. Positive magazine editorial became increasingly important in the aggressive marketing of hosiery products, as women's consumer power continued to grow.
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