1930

Jantzen catalogs featured upcoming movie stars, including Loretta Young, Joan Blondell, Ginger Rogers, and Dick Powell. National magazines such as Esquire, the Saturday Evening Post, Life, and Colliers published advertisements illustrated by George Petty, who became famous for his air-brush depictions of handsome men and shapely women. Jantzen’s philosophy of flattering the female form defined the company. In 1931, the introduction of the “Shouldaire” allowed strap-free tanning. An internal drawstring above the bustline allowed the shoulder straps to be dropped. The concept of “Molded Fit” defined the bustline. Lastex, a rubberized yarn, was blended into the fabric to allow better give to the suit. Synthetics, such as rayon, appeared with cotton or silk. Later in the decade, woven patterned fabrics in many color combinations made their debut.