Modess Because Ad, 1949

I've shown you several Modess....because ads in the past.  Here's an earlier one from 1949.  Icy lilac silk satin is layered over pale blue silk taffeta in a wonder of draped couture.  I'm sure the lilac overskirt is pulled up at the back to reveal more of the fullness of the blue.  Dreamy, isn't it?

More Modess...because Ads

Last week, I showed you several advertising images from the "Modess...because" campaigns.  I thought you might like to see more of them since they feature couture garments.  I've also started a Pinterest Board of the Modess.....because ads.  If you have an image of one of these advertisements you'd like to add, please email it to me and I'll be happy to include it with attribution.  Thank you!

Motion Picture Magazine, 1949

True Confessions Magazine, 1953

Model Helen Whiting, Ebony Magazine, January 1960

Model Helen Whiting, Ebony Magazine, April 1960

Model Helen Whiting, Ebony Magazine, June 1960

Designer Clothing in Modess Ads

One of my biggest frustrations as a vintage lover are the "Modess....because" ads by Johnson & Johnson.  They feature the most gorgeous clothes, but no mention or attribution is given to the designers of the over-the-top ballgowns and evening wear used in the ads.  

Young & Rubicam was the advertising agency responsible for the ads.  They contracted with well-known designers and couturiers of the time - Christian Dior, Jacques Fath, Balenciaga, Hattie Carnegie, Falkenstein, etc, etc. The clothes used in the ads were designed exclusively for Johnson & Johnson to be used in the Modess ads and were not offered for sale to the general public.

The ads were featured in all major women's magazines of the time and were always full page.

This ad from 1955 is one of my favorites.  Instead of a ball gown, we have beaded cigarette pants with attached drapes at the back.  I WANT to know who designed this ensemble, don't you?