Image from Marks & Spencer School and Leisurewear Catalogue 1969/70.
The addition of ‘and dads’ in the title adds a ‘comical’ reminder that fathers can be, and are, involved in the up-bringing of children. This addition seems to hint at, and acknowledge, the increase in public awareness and debate about gender inequality in the division of childcare and domestic labour, a change which was occurring in this period as a result of the campagins and activities of feminist movements. It shows M&S’s attempt to highlight that they are a modern company that recognises customer interests and concerns at the time, such as the increasing importance of women’s issues.
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You may also be interested in videos of M & S advertisements broadcast on television throughout the 20th century. To find out where you can access these videos, click here.
Source: Marks & Spencer Company Archive