Advertising brochure, 'The First Wool Fabrics of 1951'

Description

Advertising brochure designed for a direct marketing campaign for The First Wool Fabrics of 1951. The brochure is printed on both sides in black, red and blue ink. The interior of the brochure features illustrations of four women, a stained glass window and swatches of fabrics. The tag line reads 'Stained-glass colours glow: Come on January 15th'. The brochure also features a list of the different types of woollen fabrics available, such as 'marle jersey', 'whipcord suiting', 'pineapple coating'.

Significance

This advertising brochure for The First Wool Fabrics of 1951 was produced by the Sydney department store, Farmer Co. The illustrations are by Kate 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.

The brochure is for a new collection of woollen fabrics. Coolahan recalls designing such brochures for direct marketing purposes. They were posted to the store's key customers, many of whom lived outside of Sydney. When folded, the brochure was slid into a burgandy, stained-glass window shaped sleeve.

The Australian Government had implemented an ‘Austerity Campaign’ during the Second World War. In Australia, clothing rationing ended in 1948, and stores like Farmer Co set out to entice post-war shoppers with newly available luxury goods, including imported fabrics and clothing.

Te Papa holds several preparatory art works by Kate Coolahan for this campaign, and mulitple examples of the final printed brochure: See CA000478/010/0014 and CA000478/006/0003.