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.
Joyce De Witt of “Three’s Company” for Control Top Undie-L’eggs
“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.”
Control Top Undie-L’eggs
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.”
No Nonsense and L’eggs ads from 1981
1980-1981 Le Bourget 7X7
This 1983 Burlington pantyhose ad tries to push the colored and patterned hosiery which was all the rage in the late sixties.
1983 Caffarena (related: Vintage Photos of Ladies Stepping Out from the Drivers Seat)
1986 L’eggs advertisement featuring the Rockettes
1987 Bomo – Even by eighties standards those are impressive shoulder pads – with frilly epaulets no less.
1988 No Nonsense Fashion Colors: Misty Grey, Smokey Blue, Champagne, Sheer Black, Mushroom
1989 No Nonsense colors: Mint, Peach Blush, Creamy Ivory
1989 No Nonsense ad from Good Housekeeping magazine
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.