Janine | 1939
“La Ligne”: the line, the silhouette. In July 1939, Janine, at 30 Place de la Madeleine in Paris, sold three versions of it: the line of elegance, a girdle made to measure; the line of suppleness, a girdle that lets you “stay seated for a long time without discomfort”; and the line of youth, a bra and a belt.
Three photographs show models in corselets and girdles with suspenders for stockings, beside a drawing of the long evening gown they were meant to go under.
Before elastic fabrics, a smooth line under a bias-cut dress depended on made-to-measure foundation garments. The promise of sitting comfortably also hints at more women working in offices.
We could not find more about the house of Janine; only the ad remains.
Text in the ad
La ligne
La Ligne d'élégance, c'est une gaine faite à vos mesures par Janine.
La Ligne de souplesse, c'est une gaine qui permet de rester assise longtemps sans gêne.
La Ligne de jeunesse, c'est un soutien-gorge, une ceinture de Janine.
Janine · 30, Place de la Madeleine · OPÉRA 86-90 · PARIS - 8e
Translation:
The line
The line of elegance is a girdle made to your measurements by Janine.
The line of suppleness is a girdle that lets you stay seated for a long time without discomfort.
The line of youth is a bra and a belt by Janine.
Janine · 30 Place de la Madeleine · OPÉRA 86-90 · PARIS 8th
- Brand
- Janine
- Year
- 1939
- Decade
- 1930s
- Country
- France
- Medium
- Magazine
- Themes
- Fashion
- Original publication
- Plaisir de France, juillet 1939
