Camp-Berlei Foundation Garments: Physiological Support

Clip 2: The basis of all frocking

1 min 43 sec

Taken from the advertisement Camp-Berlei Foundation Garments: Physiological Support (c1927)

Original title classification not known – this clip chosen to be G

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Availability of the complete title

Please note: this clip is silent

Curator’s clip description

In the closing minutes of this advertisement, mannequins and live models appear in Berlei’s figure-hugging foundation garments, the ‘basis for all frocking’. After an elaborate pyramid display of mannequins wearing the latest fashions, a single mannequin is shown wearing a ‘flapper’ style dress. This dissolves into the mannequin wearing only the foundation garment she has on beneath. Another dissolve goes back to the pyramid of models, all now wearing only their foundation garments which transitions to a final shot of a single live model wearing only Berlei.

These sequences are complemented with intertitles.

Curator’s notes

The importance of having good undergarments to show off these fashions, and hide figure faults, is shown through several dissolves between foundation garments and outerwear worn by the mannequins and live models.

The elaborate tableau of shop mannequins displayed in this advertisement is similar to the female pyramids of Busby Berkley’s Hollywood musicals.

Lauren Williams, curator

australian screen