Garments such as this A-line Baby Ruth Paper Dress (circa 1968) by Mars of Ashville (marketed under the name Wastebasket Boutique) became popular marketing tools for brands during the 1960s. The work of Pop artists like Andy Warhol was similarly turning everyday products into works of art. “Paper is the clue to the future,” declared Women’s Wear Daily in 1966.
Installation View with Michael Mott Target Minidress (1968)
See more examples of paper dresses from the sixties Here and Here!
Photographed as Part of the Exhibit Minimalism/Maximalism, On View at the Museum at FIT Through November 16th, 2019.
The Souper Dress, inspired by the iconic Campbell Soup Cans series by Andy Warhol, was imagined and produced by the Campbell Soup Company as a mail order offer and as an effective advertising campaign when paper dresses were all the rage in the 1960s. Two labels from any different variety of Campbell’s Vegetable Soups and $1.00 got you the dress.
The Souper Dress is a classic example where fashion, art and industry intersect into one image. The paper dress captures to perfection the vibrant, youthful, optimistic and consumerist zeitgeist of America in the 1960s . This, then, disposable A-line dress made of screen-printed tissue, wood pulp and rayon mesh with binding tape, is printed with the Campbell’s Soup red, black and white labels. At the back of the neckline is attached the original label that reads: “The Souper Dress/No Cleaning/ No Washing/ It’s carefree fire resistant unless washed or cleaned/To refreshen, press lightly with warm iron/80% Cellulose, 20% Cotton.” Examples of The Souper Dress is excellent condition can sell for as msuch as $8,000 at auction.
Photographed as part of The Exhibit Camp: Notes on Fashion, on View Through September 8th, 2019 at the Metropolitan Museum of Art in NYC.
In the mid-1960s, affordable, single-use paper clothing enjoyed a burst of widespread popularity when it was introduced to an American market eager for commodities. This Disposable Paper Dress was produced by the North Carolina factory of Mars of Asheville on the occasion of the 1968 presidential election. The surname of Richard Nixon is emblazoned across the garment in red uppercase letters along with alternating blue stars, transforming its wearer into a walking endorsement of the Republican candidate whose tenure as president would encompass the first man on the moon, the withdrawal of US forces from Vietnam, and eventual impeachment and resignation.
Photographed in the Guggenheim Museum in Manhattan.