Stocking ads in the 1960s and 70s were a far cry from the simple product shots we see today. They were vibrant, bold, and often a little bit cheeky, reflecting the changing social norms and fashion trends of the time. These ads weren’t just selling stockings; they were selling a lifestyle, an attitude, and a sense of freedom that resonated with women who were breaking free from traditional roles.
The 1960s saw the rise of the miniskirt, and with it, a surge in the popularity of stockings. Ads from this era often featured models with long, slender legs, showcasing the stockings in all their glory. Colors were bold and bright, with psychedelic patterns and vibrant hues reflecting the youthful energy of the decade.
Brands like Hanes and Burlington competed for attention, their ads filling the pages of magazines and newspapers. They used catchy slogans and eye-catching visuals to entice women to try their latest styles. “Sheer elegance” and “unforgettable legs” were common themes, promising women confidence and allure with every step.
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As the 1970s dawned, stocking ads continued to evolve. The rise of feminism and the women’s liberation movement brought with it a new sense of empowerment. Ads began to reflect this shift, portraying women as strong, independent, and in control.
While the focus remained on the beauty and allure of stockings, the messaging became more sophisticated. Ads emphasized comfort and practicality, highlighting features like “no-run” nylons and “stay-up” power. The imagery also shifted, with models often shown in active poses, running, dancing, or simply enjoying their freedom.
The color palette of the 70s was more subdued than the vibrant hues of the 60s, reflecting a more mature and sophisticated aesthetic. Earth tones, muted pastels, and classic black and white were popular choices.
Stocking ads of this era also began to feature a more diverse range of models, reflecting the growing awareness of social and cultural differences. Women of different ethnicities and body types were featured, challenging the traditional beauty standards of the past.
