Photos By Gail
From Weng Contemporary:
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.
New Photo added January 12, 2020, as this dress is currently displayed in the exhibit In Pursuit of Fashion: The Sandy Schreier Collection, on through May 17th, 2020.