Elite Gowns: Tweed Shapes Up in Award Winning Fashion

item details

NameElite Gowns: Tweed Shapes Up in Award Winning Fashion

ProductionKate Coolahan; artist; 1961

Classificationpreliminary sketches

Materialspaper, ink, wash

Techniquesfreehand drawing

DimensionsApproximate: 395mm (width), 575mm (height)

Registration NumberCA000478/008/0003

Overview

Description

Preliminaryart work for'Elite Gowns' tweed range, featuring a womanwearing a belted long sleeved tweed dress, Russian inspired fur hat, and holding a handbag, nochantly leaning on an abstract 'wall'.The hand lettered copyreads: 'Tweed shapes up in award winning fashion'. 'Elite Gowns' is also hand lettered.

Significance

This advertisement was designed and illustrated by Kate Coolahan while in the employment of Carlton Carruthers du Chateau, a Wellington advertising agency. Coolahan worked for the company from 1954 to 1957, and again from 1960 and 1962.

The hand lettered copy refers to the sucess of Elite at the 1961 New Zealand Wool Board Awards. The company one a gold medal. From 1960 to 1965, the Wool Board Awards were the most significant fashion awards in the country.