4

TENNIS

CLOTHING

A GROWING INTEREST IN SPORTS DURING THE 1920S LED TO A LARGER SELECTION OF ATHLETIC CLOTHING.
4
Sportswear and clothing fashions influenced each other. While C&A frequently used the label “sporty” to advertise articles of clothing, it seldom offered clothing that was explicitly made for athletic activity, such as tenniswear.
SPORTY
WOMEN’S JACKETS

This C&A ad is focused on long jackets of varying qualities. Their comfort and sportiness is reinforced by the tennis racket and also by the pleated skirt. The latter is reminiscent of the legendary, almost knee-length tennis skirt worn by Suzanne Lenglen at Wimbledon in 1921—although the longer, calf-length version seen here is much more conventional.

SMART
TENNIS DRESSES

Tennis dresses, “some sleeveless,” were advertised during the summer of 1928. They appear in the context of an advertisement with the heading “Before Your Trip” that promoted functional and comfortable leisurewear: “For the Journey,” “For Sports and Sea,” “For Rain and Wind,” and “For Weekend and City.”

Share on Facebook
ADVERTISING GALLERY
December 1925 / ref. no. 128548
June 10, 1928 / ref. no. 1406