Thursday, February 24, 2022

Barbara Shermund for Wings Sportswear

There's no telling what good fortune might befall a man with the good taste to wear Wings Sport Shirts. Barbara Shermund's World War II-era advertisement depicts a well-dressed gentleman at a resort confidently smoking a cigarette while other guests, including matrons on the veranda, secretly plot his future. Selling circa 1944 at $1.65 to $7.50 ($26.44 to $120.17 today), the pricey shirts appear to promise the well-heeled man who wears them the attention of a variety of attractive, fashionable, and fit women, including some who may have to be sent for expressly by their mothers.
"...and I hear he wears Wings Sports Shirts."
"That settles it. I'm wiring my daughter today to come right up."
Barbara Shermund
Wings Sportswear
Life magazine, 1944 [or 1945?], page 86






Back in 2017, Michael Maslin's Ink Spill posted a quartet of vintage Shermund advertisements from the Warren Bernard collection, including another 1944 ad for Wings Sportswear. In this one, a hunter in his office asks his secretary to hold his calls so that he may savor the "perfect fit" in perfect solitude.
"Miss Smith. Can't see anyone, I'm in conference!"
Barbara Shermund
Wings Sportswear
1944
Scan by Warren Bernard



Note:  Well, that makes two. If there should be any other ads from Barbara Shermund's Wings Sportswear campaign, by all means let me know of them. I hate to be anything less than comprehensive.




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