Figure 1.-- Here we have an ad for boys' underwear from a Au Bon Marché ad. A French reader tells us, "The models at the right was mostly worn by city boys from 1936 till the end of the 1960s. After around 1950 it was practicly the only model worn."
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Figure 1.-- Here we have an ad for boys' underwear from a Au Bon Marché ad. A French reader tells us, "The models at the right was mostly worn by city boys from 1936 till the end of the 1960s. After around 1950 it was practicly the only model worn." |
Here we have an ad for boys' underwear from a Au Bon Marché ad.
A French reader tells us, "The models at the right was mostly worn by city boys from 1936 till the end of the 1960s. After around 1950 it was practicly the only model worn and was cut more in V to be more practical for boy in short pants. At this time the short pants for younger boys (under 10 years of age) often did not have a fly.
The model at the left was mostly worn by rural boys and was considered old fashioned by city boys."
Au Bon Marché was a large Paris Department store. The store was one of the most popular in Paris. It still is a major Paris landmark. Most historians claim the Magasin au Bon Marché in Paris was the world's first true department store (1852). Au bon Marché is still a large Paris department store. HBC has acquired some Au Bon Marché advertisments for boys clothing from the early 20th century. It is considered by some to be the oldest and the classiest department store in Paris. Gustave Eiffel had a hand in its design. Womenswear (first floor) carries avant-garde as well as classic designers and a sophisticated lingerie department. Elsewhere you'll find a glossy menswear department, kitchen and household items, bedlinens, curtain fabrics, furniture, stationery, a large bookshop, children's toys and clothes. Shop 2 contains an excellent food hall, bar and restaurant, as well as an antiques arcade.
Here we have an ad for boys' underwear from a Au Bon Marché ad. The undershirt was called a "gilet". It was a singlet style shirt. We do not see a "T"-shirt style, The underpants are called "caleçon and slip. A French reader tells us, "The models at the right was mostly worn by city boys from 1936 till the end of the 1960s. After around 1950 it was practicly the only model worn and was cut more in V to be more practical for boy in short pants. At this time the short pants for younger boys (under 10 years of age) often did not have a fly. The model at the left was mostly worn by rural boys and was considered old fashioned by city boys."
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