Is the monoline script smart? Blending the rigidity and shallow arcing curves of 1920s lingerie? Or, does the letterer have a taste for pinching constrained shapes (take a moment to compare how open that “h” counter is with the letter spacing) which is simply fitting coincidence? Reinforced and lightly boned as the copy says better than I can. Three hand lettered styles fight for attention like siblings, or neighboring countries with old grudges ignoring each other. At first glance the strict “The” and “of” relate to the thins in high contrast “GOSSARD Line” and “Beauty.” No. The weights differ in clever attempts to darken up the monolines as compensation, evening out the gray values of reading text (blur your eyes a bit)? Or was it a bit more low tech, simply different ruling pens per style resulting in an unintended weight shift? Loose handwriting looks and reads as if the sales staff decided the ad man did not do enough, they chose to clutteredly Tell atop the simple Show of a girl in underwear just before submittal. Imagine Victoria’s Secret or La Perla naming underwear 572-a, then claiming it provides a particularly satisfactory foundation or is exceedingly pliant and surprisingly light and soft.

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©1927 and ™ H. W. Gossard Co.?

Posted at 7:23am and tagged with: 1920s, ad, connecting, monoline, script, lettering,.