Centre for Interdisciplinary Gender Studies

Using Archives to Teach Gender

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All referenced quotes presented on the sidebars in this website are taken from the book Teaching Gender with Libraries and Archives: The Power of Information, edited by Sara de Jong and Sanne Koevoets.

Advertisement – 1970’s Easy Care Clothes

Images from the M&S Company Archive’s Collection from the 1970’s.
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These advertisements show how M&S embraced practicality through easy-care clothes, a feature which was essential for the increasing female work-force. However, they still maintained the feminine fashion ideals of the time which celebrated bright, bold patterns and colours.
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Below is further background information about the resources from the M&S archive:
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“Easy care fabrics such as Courtelle and Crimplene led the way for non-iron clothing during the 1960s-1970s that responded to a growing convenience culture led by the movement of women into the workplace.”
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courtelle
'Crimplene' Time
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Click on the images to view them full-size

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

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