Teen Fashions As Advertised in "Seventeen" (1961)

In 1961 the oldest cohort of the baby boomers had just reached the age of fifteen.  "Teenagers" had been invented as a market segment, but the "Youthquake" of the later sixties had yet to strike.  The clothes in the advertisements below, originally published in a magazine geared to a readership of high-school aged girls, look surprisingly conservative and adult compared to what would come later.  There were a few teen subcultures in 1961, but it seems most girls still expected to follow in their mothers' ladylike footsteps.

Jodeen Originals in Dacron

“…another member of the “We Love DACRON Club”!”  This advertisement focuses on DuPont’s new wonder fibre, but the actual dress was made by Jodeen Originals in a 65% polyester and 35% cotton fabric.

Bobbie Brooks

For around $18 you could by this ladylike ensemble from Bobbie Brooks.   Based in Cleveland, Ohio, Bobbie Brooks specialised in fashions for teens and junior misses, though it later expanded its range to cater for women aged 24-44.

Thermo-Jac in Cone Corduroy

The advertisement shows off Thermo-Jac’s new “Rah-Coon” coat, but the big logo on the picture is for Cone Corduroy.  However, the advertisment continues on the next page of the magazine with a long list of stores where you can buy “Rah-Coon” coats.

Jane Irwell

Jane Irwell, goes for “natural wool and mohair (the cardigan) and a wool flannel skirt.

Lady Manhattan

Lady Manhattan was an offshoot of the Manhattan Shirt Company (founded 1857).  By 1961 “Manhattan Industries” was selling clothes under all sorts of labels—including this shirt and skirt outfit.  In polyester-cotton, of course!

Donnkenny in Lowenstein cotton

These blouses were made by Donnkenny, but once again the advertisement focuses on the fabric manufacturer—in this case, Lowenstein.

White Stag

Although White Stag is now a Walmart house brand, in 1961 it was an independent manufacture of outdoor wear.

And lastly: Jonathan Logan produced this special occasion dress (date dress? prom wear?) in white brocade.  Founded in 1947, Jonathan Logan made moderately priced clothes for young women under a number of labels.  Their dresses from the 1950s and 1960s are particularly sought after by vintage collectors!