Hosiery Advertising History

Hosiery advertising evolved from modest text-only notices to some of the most iconic and provocative imagery in advertising history. The way we've sold stockings reflects changing attitudes toward women, legs, and sensuality.

Early Days (Pre-1920s)

Victorian Modesty

Advertising hosiery was challenging when legs were taboo:

• Text-only advertisements
• Focus on durability and value
• No images of legs or women
• "Limb coverings" euphemisms
• Sold in discreet packaging

Early Illustrations

As the 20th century began, modest illustrations appeared:

• Drawings of stockings alone (no legs)
• Elegant ankles only (body hidden)
• Focus on construction quality

The 1920s Revolution

Rising hemlines changed everything:

• First full leg illustrations
• Art Deco styling
• Sophisticated lifestyle appeals
• "Silk stockings" as luxury aspiration
• Movie star endorsements begin

Key Campaigns

• Holeproof: "No more mending!"
• Phoenix: Glamour illustrations
• Kayser: Modern woman imagery

The Golden Age (1930s-50s)

DuPont Nylon Launch

The 1939-40 nylon introduction was advertising history:

• Massive publicity campaign
• Scientific wonder messaging
• "Stronger than steel" claims
• World's Fair exhibition
• Created consumer frenzy

The Nylon Story →

Post-War Glamour

• Pin-up art influence
• Elegant leg photography
• Seam-straightness emphasis
• Hollywood tie-ins

The Sexy Sixties

The 1960s brought provocative advertising:

Landmark Campaigns

• "Nothing beats a great pair of L'eggs": Double meaning innuendo
• Pretty Polly: Legs as selling point
• Wolford: European sophistication

The L'eggs Revolution

L'eggs' 1969 launch revolutionized hosiery marketing:

• Iconic egg packaging
• Supermarket distribution
• Accessible luxury positioning
• $10 million ad campaign

The L'eggs Story →

Bold 1970s-80s

Sexual Liberation Influence

• More explicit leg imagery
• Sensuality overt, not implied
• Model identification important
• Lifestyle and attitude marketing

Celebrity Era

Famous spokeswomen emerged:

• Supermodels became brand faces
• Leg shots in major magazines
• High fashion photography

Modern Advertising

Diverse Approaches

• Luxury brands: Artistic, editorial
• Mass market: Practical benefits
• Fashion hosiery: Trend-focused
• Shapewear: Body confidence messaging

Digital Age Changes

• Social media marketing
• Influencer partnerships
• User-generated content
• Direct-to-consumer brands

Iconic Slogans

• "Nothing beats a great pair of L'eggs"
• "Hanes Her Way"
• "Our L'eggs fit your legs"
• "Gentlemen prefer Hanes"
• "For legs that won't quit"

Advertising Themes Through Time