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Advertising material for 'Seagull' swimwear

Date: c 1937
Medium: Paper
Credit Line: ANMM Collection Gift from Dale O'Sullivan
Classification:Ephemera
Object Name: Archive series
Object No: ANMS0462

User Terms

    Description
    This archive series numbered [001] - [031] consists of advertising material for 'Seagull' swimwear collected by designer Peter O'Sullivan. It includes 27 advertising proofs from Botany Knitting Mills, three design sketches and one magazine advertisement clipping. They depict various Seagull styles such as 'elegant', feature netting and waveline designs, and use corrugated and blister stiches. The swimwear is made using exotic patterns and colours, and include slogans such as 'Slimtex - the miracle fabric is made of lastex, and two ply yarn', and 'Featuring inbuilt trunks designed by Mr P. M. O'Sullivan'.
    SignificanceThis is a rare archival collection with excellent display potential relating to Melbourne based swimwear designer Peter O'Sullivan. The collection documents all aspects of knitted swimwear production from the development of designs, to the choice of models, manufacture and distribution of swimwear. The collection illustrates the European and American influences on O'Sullivan's designs, as well as his innovations of the modesty-skirt and 'Superman' buckle.
    HistoryPeter O'Sullivan became the first Australian to successfully design and manufacturer swimwear for export to the United States by creating two innovations. He won the world patent for the square belt buckle, known as the 'Superman' buckle, after it was incorporated into Superman's costume and he developed the small skirt across the front of both men's and women's swimsuits known as the 'modesty panel'.

    O'Sullivan's 'modesty panel' became a feature of Australian and international swimwear fashions right up until the 1970s. His Black Lance swimwear range in the 1930s featured low cut backs, fashionable colours and decorative flourishes.
    Additional Titles

    Primary title: ADVERTISEMENT PROOFS AND DRAFTS FOR "SEAGULL" SWIMWEAR WITH DESCRIPTIONS OF VARIOUS Swimsuit STYLES, COLLECTED BY PETER O'SULLIVAN

    Web title: Advertising material for 'Seagull' swimwear

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