Date: c. 1930s
Origin: France
Brand: J. Roussel
This circa 1930s lingerie advertisement by French company J. Roussel depicts a smiling woman, pictured off-center, dressed in a corselet, stockings, and fashionable high-heeled shoes. The fit and style of the lingerie reflects the fashionable silhouette of the 1930s, with a focus on an athletic, slightly curvy feminine figure, suitable for the romantic, flowing fashions of the time.
The title copy reads “Votre Gaine Doit Être Faite Pour Vous,” which roughly translates to “Your girdle must be made for you.” This language speaks to the brand’s aspiration to create undergarments tailored to the unique figure of each female customer.
Additional copy reads: “Ainsi modelée vous aurez une ligne parfaite et vous serez rayon-nante grâce à l’action bienfaisante du tricot élastique à tension graduée breveté par J. Roussel.” Translated, this describes how, with the help of J. Roussel’s shapewear, women can achieve a perfect silhouette and a radiant appearance. This “radiance and perfection” are presented as the results of the beneficial effects of an applied elastic knit with graduated tension, a proprietary innovation of J. Roussel.
The advertisement further states:“En vente exclusivement chez J. Roussel paris 166, Boulevard Haussmann, Paris,” directing clients to their primary Paris location at 166, Boulevard Haussmann Paris where these products have been made exclusively available to purchase. Towards the lower left of the image, the advertisement lists a variety of addresses including those located in Paris, Nice, Marseilles, and Amsterdam.
Although this is a general advertisement for the brand, it appears that the products being promoted are J. Roussel corselets, which were sold for 350 francs, and Roussel belts (37 cm high) starting at 185 francs. Finally, the advertisement requests that women include bust, waist, hip measurements and height, taken directly from the body to ensure the most accurate fit.
Roussel was a lingerie and undergarment maker offering a range of products at various price points. Prospective clients were directed to request their no. 2 catalogue, entitled “Harmonie.” The brand produced a variety of advertisements and catalogues with themed imagery, including designs inspired by the natural world. A 1940s catalogue for example, likens women’s bodies to various species of flora and fauna.
From the collection of The Underpinnings Museum.
Many thanks to Liv Elniski for the object description and research.
