"Farmer & Co." Fashion Advertising in Vogue (1974)

"Farmer's" was a Sydney department store that has since folded.  Back in 1974, however, it was still prosperous enough to afford to take out a number of full-page ads in Australian Vogue.

These styles from 1974 give a nod towards 1930s nostalgia with their sleek lines and geometric prints.  However, they are made of 1970s synthetic fibres, and these advertisements do their best to sing the virtues of Estacel (an acetate fibre) and Celesta (a polyester blend) both trademarked by Courtaulds.

“Super separates blended for action” by Sportscraft in “silky-cool Celesta… Celesta loves machine washing and stays bright forever.”

“Fit the scene in action-loving Celesta—a superb combination of natural-based fibre and long-wearing polyester” in dresses by Compass.

A “streamlined … simple skirt” and “straight-cut” pants by Compass.  In Celesta, of course!

 “Sun-loving body shapes” by  Image in “Estacel’s fine silky easy-care knit.”

 “Take a natural based soft silky fibre and blend it with polyester for easy care and long life and you have beautiful, cool, comfortable, colourfast, machine-washable Celesta.”  Knitted garments  designed by Crestknit.