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Hosiery to the Max! Totally 80s Legwear Advertising

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Hosiery was big business back when pantyhose, stockings, etc. were basically mandatory – and subsequently a lot of advertising dollars went to promote particular brands in this hot market. Then, sometime in the 1990s, hosiery took a nosedive in the U.S., and its advertising naturally became sparse and less interesting.

But let’s not dwell on the dire state of american hosiery; instead, let’s have a look advertising just before its fall – the 1980s, when the ads were sexy, exciting and fun.  Enjoy.

1980

hosiery advertisement

Joyce De Witt of “Three’s Company” for Control Top Undie-L’eggs

Publicité Advertising 1980 Les bas et Collants DIM Superfins

DIM (France)

1980 hosiery

“When a woman looks this terrific and feels this good, she has to be in ‘Easy To Be Me’ panties and hose all in one.”

1980 pantyhose advert

Control  Top Undie-L’eggs

1981

1981 advert sheer pantyhose

Sheer Energy – “You may find this hard to believe, but when I wear Sheer Energy pantyhose, they make me feel like dancing.  They feel that good.  So refreshing, like a wonderful massage.”

Publicité Advertising 1981 Les Bas et collants Chesterfield

Chesterfields

Publicité Advertising 1981 Les Collants et bas DIM

1981 hosiery adverts

No Nonsense and L’eggs ads from 1981

Publicité Advertising 1980 Les Collants Voile Bas 7X7 par le Bourget

1980-1981 Le Bourget 7X7

1982

1982

1982a

For more: The “Sexist” Gentlemen Prefer Hanes Adverts of the 1970s and 80s

1983

1983 hosiery ad

This 1983 Burlington pantyhose ad tries to push the colored and patterned hosiery which was all the rage in the late sixties.

1983

1983 CAFFARENA PANTYHOSE

1983 Caffarena (related: Vintage Photos of Ladies Stepping Out from the Drivers Seat)

1984

1984 halston

1984 hanes

1984 hosiery advert

1984

1985

1985a

1985 j

1985 hosiery advertisement

1985 halston

1986

1986

1986 NO NONSENSE

1986 L'EGGS PANTYHOSE SHEER

1986 L’eggs advertisement featuring the Rockettes

1987

Publicité Advertising 1987 Les Bas et Collants Bomo

1987 Bomo – Even by eighties standards those are impressive shoulder pads – with frilly epaulets no less.

1987 hosiery advert

1987 danskin 2

1987 hosiery ad

1988

Publicité advertising 1987 Les Bas et Collants Dim Up

1988

1988 No Nonsense Fashion Colors: Misty Grey, Smokey Blue, Champagne, Sheer Black, Mushroom

Publicité Advertising 1988 Les Bas et Collant Dim'up de DIM

1988 ad

1988 hosiery ad

1989

1989

1989 No Nonsense colors: Mint, Peach Blush, Creamy Ivory

Good Housekeeping May 1989 (9)

1989 No Nonsense ad from Good Housekeeping magazine

1993

And we’ve reached the nineties.  Alas, the U.S. would say farewell from this point onward.  Coming soon – a look back at the 1970s.

  • Steve Mills

    The right-click image saving prevention crap is mighty annoying.

  • Haga Akane ✓ᴰᵉᵖˡᵒʳᵃᵇˡᵉ

    From 1996 – 2000 I operated an office cleaning business and got to observe the decline of pantyhose. At the beginning there seemed to be a class divide; women in executive/managerial positions wore hosiery but worker-bees did not. By the time we sold our business few women at all wore them and about the only color was black.