Brochure, 'Spring Fabrics'

Description

Colour advertising brochure for Farmer Co department store for 'Spring Fabrics'. The outside of the brochure features an illustration of a woman wearing hat, emblazoned with the words 'Spring Fabrics', bolts of fabrics and a pair of ornate scissors. The accompanying text reads: 'Such wonderful things / have happened to the / Spring fabrics of 1950 / Farmers' .

The interior of the brochure features an illustration of a dress maker's dummie, three pairs of scissors, a length of fabric and the following text: 'Farmers invites you to see the new fabrics of spring... Monday thirty-first of July'. The text includes a list of the type of fabrics.

Significance

This brochure was designedbyKate Coolahan who secured a position as an illustrator in the art department of Farmer Co in 1950, after graduating from the East Sydney Technical College. Coolahan designed a wide range of material for the store, including wrapping paper, packaging, promotional brochures and advertising campaigns. During her time at Farmers, she demonstrated a particular flair for fashion illustration.

Printed in colour, Coolahan recalls that such brochures were expensive to produce and were created for direct marketingpurposes. Theywere posted to key clients, many of whom lived outside of Sydney.