Silhouette's Soft Sell
Here is the advertising copy associated with some of the image on the Silhouette pages from the mid 1950's to the early 1970's.
Their full page adverts were often the most innovative and stylish of all the lingerie manufacturers.
Like most companies they produced a range of styles aimed at different ages and sizes from the Rosebud and Little X, aimed at the younger
market to the One-Minute Diet which was firmly aimed at the woman with the "fuller" figure.
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1955
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Silhouette 2000
THE LINE OF FASHION
For the figure that fashion demands, you need a Silhouette
foundation.
A Silhouette - your Silhouette - can do so much
for you. It's designed to make the best of your figure, to
ensure the right curves in the right places, the longed-for line
for the latest ‘look’ - it's designed for you!
FOR CHOICE - 73 BELTS AND 45 BRAS
Among the scores of different fittings in the Silhouette range,
there is one fitting “made-to-measure” for your figure -
tailored to your waist, your hips, your height, your
waist-to-hip proportions. That is why it simply sleeks away surplus
inches, leaves you slimmer, trimmer, beautifully under comfortable control.
And there is a Silhouette bra-in your size, style,
cup fitting-to give you shape, support, separation, or
whatever else you (and fashion!) may require.
THE RIGHT FIGURE - FOR EVERY FIGURE
It's merely a matter of choice. And your Silhouette Corsetiere will be
delighted to help you choose the most fitting Silhouette for
you from every point of view. Consult her straight away.
Illustrated: Silhouette 2000 (16" long) in Leno elastic and satin, ribbon-reinforced.
White 25"-34". 2010 Shorter model (12½" long),
25"-32". 2020 Larger
hip fitting, 25"-36". Bra: Merry-Go-round 810 'A' and 'B' cup.
Probably over-stressing Silhouette's 'X' motif this ad from the 50's shows the original name used by the company in the UK.
Note the fabric which features a stylised S and a small X in its design. The Lady X was a more substantial pre-cursor to the lighter, classic Little-X which used the, then revolutionary, fabric Lycra.
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1958
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Corsets Silhouette Ltd. present LADY X
IN LADY X, the unique control-with-freedom of Silhouette's famous X design has been given its loveliest expression. The LADY X which the model is wearing is a nylon elastic lace designed by Silhouette and woven by Heathcoate. Its lacy delicacy hides tremendous strength (in other words, figure-control power). The flexibly boned diaphragm-control panel adjusts itself to the body length of the wearer. It is available in sizes from 26" to 33".
The price is 7 guineas.
The LADY X design is available also in power-elastic nylon net, and sells for 5 guineas.
There is also a shorter (dipped front) model, made in sizes from 25" to 31", at 69/6.
Corsets Silhouette Ltd. 130, Park Lane London W.1
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1962
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Figure artistry begins with little X by Silhouette
little X
Gayest girdle that ever smoothed out a girl's figure problems.
Trims the waist, flattens the tummy, smooths the hips, absolutely guarantees you freedom of movement. in elastic net with 100 denier Bri-Nylon.
In sizes extra small to extra large. Young You bra in Bri-Nylon, Sizes A cup 32"-36" B cup 32"-38".
Discover what colour does for your morale.
When everything (yes, everything from the skin out) matches beautifully, that's when it's great to be a girl!
Hues to choose include: Almond Green (fresh-as-Spring), Pacific Blue, Black and White.
If you can't quite decide on one special favourite-take two!
little Xtra girdle ( in the same palette of colours as little X)
One of the characteristic advertising themes of the late fifties and sixties was that of a model dressing in a black leotard
contrasting with a white girdle or corselet. This can be very effective, especially in black and white advertisements
and shows up any decoration and details on the garment.
Since the images feature models in distinct outline they also represented an oblique reference of the company's name, a little contrived perhaps but then that is true of all advertising.
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1964
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NEW! Silhouette little Xtra with Lycra
NOW! The girdle which banishes that ‘spare-tyre’ yet gives greater freedom than ever
Where have all the spare inches gone?
Coaxed away from around the middle by a deep elastic waistband that can't curl over, can't cut in.
Trimmed away across the tummy and hips by unique 'X' panels that never restrict freedom of movement.
Smoothed away all round you by the light cool control of Lycra combined with Bri-Nylon.
Little Xtra with Lycra can be machine-washed in a minute and drips dry quicker than ever before.
Try it on today in White, Black or Navy. Small to extra large.
And for the girl who wants a dip-waist girdle, there is the fabulous new Little X with Lycra.
Available in sizes extra small to extra large.
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1964
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The NEW range of Silhouette
NEW! little X corselet WITH LYCRA shapes you from the bust to
the thighs in comfort and freedom
Take the flowing line of an all-in-one foundation, the
comfort of Lycra combined with Bri-Nylon, the
beautiful uplift of Bri-Nylon voile cups, unique 'X'
panels that slim you, yet never restrict you and a
downstretch back panel that tucks in the seat; they're
all yours in the Little X Corselet with Lycra. In White,
Black or Navy. B and C cup 34"-40".
And for extra shaping at the bust: new Little Xtra
Corselet with Lycra, with ‘keep-shape’ cups. A cup 32"-38", B cup 32"-40".
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1964
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NEW! zip X WITH LYCRA
zips away spare inches from the midriff to the thighs
How elegant you look. How confident you feel.
The long panel of Bri-Nylon taffeta holds the tummy and diaphragm flat.
Double side panels give extra hip control.
The downstretch back panel tucks in the seat.
Supple bones streamline the curve from waist to hip.
New Zip X is elasticised with Lycra for comfort and long life.
Light weight nylon zip. White or Black. From 26" waist to 33" waist.
NEW! special X WITH LYCRA
slims you front and back
with more comfort than ever before
You're figure-perfect from any angle.
Double support at the front flattens the tummy.
Double support behind you trims the seat.
Seam-free side panels ensure a sleek hipline.
All this, plus the comfort of Lycra with Bri-Nylon.
And Special X with Lycra is cut away at the leg for even more freedom of movement.
White, Black or Navy. Small to extra large.
And for above-the-waist support: new Xtra, Special with Lycra, with a deep elastic waistband.
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1965
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Now look slimmer in a second
it only takes that long to zip away those spare inches in the new zipX with Lycra
you get a firm, smooth line from midriff to thighs in the new Zip X girdle.
It has a high waist which gently smooths the midriff, a Bri-Nylon taffeta front panel that smoothly flattens the tummy,
while the downstretch back panel comfortably tucks in the seat. This lightweight, blissfully comfortable girdle is delicately
boned to streamline your figure. Zip X in Lycra combined with Bri-Nylon is cool to wear, washes easily, dries quickly.
Lightweight nylon zip. In White or Black. From a 26" to a 36" by Silhouette
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1965
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The new Xtra Special with Lycra slims you front and back above the waist.
Those spare inches above the waistline are coaxed away by a deep waistband, yet you feel free all day.
And it's cut-away at the legs for easy movement. Navy, Black or White. Small to extra large.
For the girl who wants a dip-front girdle. Special X with Lycra.
The new Special X Pantee with Lycra has the unique 'X' panels which slim you front and back.
Elastic side panels give a sleek smooth thigh line. ideal for slacks and sportswear. ‘Little boy’ legs.
Detachable suspenders and crotch-piece. In White or Black. Small, medium, large and extra large.
This nicely illustrates the strong banded pattern that categorised many of Silhouettes product ranges.
In North American, Silhouette designs were sold by Peter Pan and this girdle was marketed under the name “Tiger” made with “Firmolastic™” stripes.
The name designed to imply litheness, power and possibly that you could run while wearing it.
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1966
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Contraband
Sshh...it's Contraband.
The new girdle which smuggles years off your figure
Can a girdle really make you look younger? It can when it's Contraband, the unique new girdle by Silhouette.
Contraband controls you perfectly yet so gently. Gossamer soft, it cossets and coaxes you into shape.
Contraband is in Elura, the man-made stretch fibre that's so easy to wash and lasts and lasts.
Clever bands from the waist glide round the hips and below the seat. This does you a very special favour.
Contraband makes you beautifully slim but it doesn't steal your curves. And Contraband has seamless sides.
So it gives you the sleekest hipline under the sheerest clinging dress. The front panel keeps your tummy
as flat as a mirror. But holds you in the gentle way. You won't feel a thing - except beautiful.
That's why Contraband by Silhouette is so tempting. White, Black, Navy or new Skin Tone.
The new Contraband Pantee has the same controlling Elura bands as the girdle, and does the same wonderful job for your figure.
Gives you a lovely, womanly shape, a flat tummy and a smoothly rounded seat.
The nicest pantee girdle of all under stretch pants. Good, too, for sport and holidaying.
In White or Black. Waist sizes 25"-33".
CONTRABAND BY SILHOUETTE
Though obviously not a girdle, a long-line bra still counts as foundation wear, Silhouette also produced a range of swim wear
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1966
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Pampered!
SO BLISSFULLY.
The cups of this enchanting new bra, ‘Pampered’, are lined with new, cool featherweight fiberfill, the softest, most natural shape-maker ever created.
Lightly they lift you to a youthful, oh so natural feminine line. Shaping you with a support that's gentle as a caress.
The low back and side panels are in soft-as-your skin Elura, and stretch freely, easily, with your every movement.
The stretch straps adjust. And cling without twisting. The deep, non-curl waistband hugs you so tactfully and it keeps this lovely longline bra beautifully in place.
You've never been pampered like this before. In Black and White.
PAMPERED by Silhouette. Silhouette bras fit beautifully into your life
This is a brief as a girdle could get and still be called a girdle.
Firmly aimed at the younger market is represented a response to the rise of the mini-skirt, being short,
patterned with bright colours and, in the case of the Brief X, having no suspenders.
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1968
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The Little X
Little X goes pretty - with the prettiest stretch lace girdle you've ever seen.
Lovely to look at and enchanting to wear, this Little X Girdle keeps you in shape so prettily.
Try one on and see, it comes in Pink, Turquoise and White, sizes small to extra large.
For the prettiest match, there's the delightful Pixy lace bra. This appealing partner to the girdle comes in the same colours,
sizes 32A to 38B. Little X in stretch lace with Lycra.
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1968
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The Brief X
Little X goes lively - Living it up in lively fashion is the colourful Brief X Pantee Girdle with Lycra. Printed in a kaleidoscope of colour, the most with-it Pantee Girdle
to date - looks and feels sensational.
This exciting Pantee is part of the new Silhouette Set and come in sizes small, medium and large.
Wear the Pixy bra with the pantee, it comes in sizes 32A to 38B.
You'll find they're a perfect match for each other! There are matching briefs and a half-slip too.
Brief X pantee girdle with Lycra.
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1968
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The Little X-plus corselet
Be firm in the new Little X-Plus Corselet. It's long, slimming, firm front panel flatly refuses to stretch sideways but has just enough downstretch to let you move freely.
And there's a downstretch back panel which tucks in the seat gently but firmly.
To be firm, free and feminine try the Little X-plus Corselet by Silhouette, in White of Black sizes 34A to 42C.
Sometimes when the an agency had a successful picture it would be re-used as here with the Rosebud range “Arabian Nights” image which was used in at least 3 different version of the ad, two of which are shown here.
The Rosebud Range (1)
This Pantee firmly believes in comfort.
It controls you with roses!
At last - a comfortable Pantee made specially for curvy girls!
It's the Rosebud Pantee Girdle. Smooth and pretty, it has that little bit of extra strictness curvy girls need across the front.
And yet it's blissfully comfortable! So now all curvy girls can know the joy of wearing a Pantee -
and stocking tights. In small to extra large.
Other Pantees available in the Rosebud Range.
The Rosebud Long-legged Pantee with Cuff-waist is made specially to coax curvy thighs into beautiful shape!
Medium to extra large.
Delectably comfortable Cuff-waist Pantee and High-waisted Pantee with zip. The Rosebud Range. Firmer-control foundations from Silhouette.
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1968
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The Rosebud Range (2)
Most pantee girdles are for slim girls.
Not this one.
This one is for curvy girls.
It's not surprising that so many women think pantee girdles are not for them.
Because, up to now, pantee girdles have been exclusively for the slim.
The people who only need light control.
Now Silhouette produce a firm-control Pantee Girdle! It belongs to our new ROSEBUD RANGE of foundations.
Every one of them just that necessary step stricter than light control garments - yet marvelously free and comfortable.
It's all thanks to a won't-stretch panel in front and a down-stretch panel at the back. And a new stretch fabric.
Rosebud Range foundations keep you in - but when you want to you can move!
And they're pretty, too. Like this Pantee Girdle. Roses, roses all the way.
Why should the slim girl get all the goodies?
The Rosebud Range Pantee Girdle makes you a smooth shape for stocking tights.
Attachable suspenders. Small to extra large. In White or Black.
Firmer-control foundations. New from Silhouette. The Makers of the Little X.
In those days some advertising copy had a touch more honesty than would be found in modern advertising.
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1970
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The One Minute Diet Range
Tired of dieting? Now you can look slimmer in a minute!
Are your hips 38" or more ? Do you have a definite “tummy” problem ? Too much round the midriff ?
Do you need something that will keep the bulges in?
You do? Then we think you'd like to know about an entirely new range of foundation garments made specially
for the fuller figure.
Foundations that instantly control and support a problem figure so well that they make
you look slim in a minute. They're like a one-minute diet!
And that's what we call these new foundations. The One Minute Diet Range.
All One Minute Diet foundations are made in a remarkable newly-designed fabric with “wavy” bands woven in.
To take you in hand firmly but kindly. The result is a beautiful slimming effect!
For the past year, women of hip sizes between 36" and 48" have been wearing the One Minute Diet Range.
The One Minute Diet Range - Foundations for the fuller figure.
The One Minute Diet Pantee Corselet "I've never had such support from any garment."
One of the best and most lavish magazine advertising campaigns done by Silhouette featuring well composed, full page colour ads in such
high-profile publications as Vogue. However is does represent the end of era, the fashion revolution of the sixties meant that the girdle had lost
it's relevance to new, young styles.
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1971
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The Little-X Hideaway
They're new. They're pretty. Yet there's more to the new Little X Hideaways than
meets the eye. Because all you see of this whole new range of Pantees and
matching bras is a light, see-through fabric, artfully scattered with flowers to
make you look slim. What you don't see - even in the Pantee Corselet - is the
secret panel that flattens your tummy. The secret, non-stretch fabric hidden
away behind the cross-over panel of every Little X Hideaway Pantee. It
flattens your tummy irresistibly. And goes all the way up the front of the
Pantee corselet to flatten your midriff, too. Yet, like all the Little X
Hideaways, the Pantee Corselet is so pretty it has to be worn to be believed.
The Little X Hideaways with Lycra come with bras to match in White and
Transparose from Silhouette When you wear them you won't feel anything except
pretty. But these pretty Pantees will never let you down.
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1973
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The Underline Corselet
Fuller figure?
Only Silhouette has new fabric discovery that could change the shape of your life.
Silhouette have had created for them a totally new-strength fabric specially to give ‘line’ to the fuller figure.
And this new Underline range of corselets, girdles and pantee girdles is the only foundation range in the U.K. to be made of it.
This new discovery is a remarkable ‘1120’ denier Lycra. This makes it 1½ times more controlling than any comparable foundation
fabric but not 1½ times heavier! It's an astonishing combination of flexibility and control. Plus Silhouette care and expertise.
With an Underline corselet made of this fabric you'll be able to bend, stretch - even sit for long periods in utter comfort.
You can change the shape of your life with a Silhouette Underline.
1. Smart occasions. These are the times when you want to look your best, particularly if you've bought a new dress for the occasion.
The new strength ‘1120’ denier of a Silhouette Underline foundation gives you a smooth line you maybe thought you'd lost forever!
2. Bend or stretch! They both become much easier and more comfortable when you wear an Underline corselet or pantee girdle.
One of the joys of the new ‘1120’ fabric is that it's so flexible it ‘moves with you’.
3. Evening out? If you wear your Silhouette Underline corselet at the next dance you go to,
you'll find that the elastic ‘surround’ of the beautifully cut bra smooths out underarm flesh very effectively.
You'll have a lovely smooth line from midriff to hips, too and round your seat.
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1973
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Silhouette Underline Pantee Girdle (Mid-leg). Silhouette's new find, the astonishing new-strength ‘1120’ denier fabric,
combines superb control with great comfort. Special back-shaping comfortable gripper bands on legs. Medium to O.S.
It is an advert but is it art...? Visually very striking and inspired by the vivid geometric black and white 60's Op-Art paintings of British artist Bridget Riley.
The picture on the lower-left shows how the same garment might have been more conventionally represented at the time.
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1974
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Performing Miracles
The Performing Miracles is the Silhouette medium range that has something for just about everyone and streamlines you just about everywhere.
Choose from pantee girdles, corselets and pantee corselets.In many sizes, from small to extra
large, and bra fittings that go up to 42".
Every Performing Miracles foundation has three areas of tummy control and the exclusive
Lycra-with-a-difference fabric has just the ‘right pull’ to smooth your hips and seat beautifully
Silhouette have a habit of doing beautiful things for your body The Performing Miracles range is one of them.
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1974
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This is one of the Performing Miracles range: the Cuff Waist Pantee. Small,
Medium, Large, Extra Large. Style K5. White or Turquoise. A pantee that really puts your waistline in its place.
Footnote:
Most of the text on this page was not type manually but was scanned in using OCR software.
Page orientation and illumination were found to be critical to the successful reading of text this way.
Any errors were found using a spell checker, the main failures being in reading italics and
large, bold fonts.
Most punctuation marks were read but some had to be converted to HTML entities to ensure
they were correctly rendered.
