Praticality with glamour
Horrockses Fashions Limited was one of the most well-respected
off-the-peg labels of the 1940s and 1950s. They gained a reputation
for practicality and glamour combined with easy-care fabrics. Sold
in most of the cities and towns in Britain and backed by successful
advertising campaigns, they were chosen for the wardrobes of Royals
including The Queen, Princess Margaret and the Duchess of Kent.
The exhibition draws together fashion
photography, archive material and personal stories, but it is the
breathtaking costume that most dramatically captures an iconic
period in fashion history.
The garments featured were designed by Horrockses
Fashions on loan from private lenders, organised by the
Fashion and Textile Museum, London. You can see some of the dresses
in the slideshow below.
Made in Preston
The business was established by Preston-based cotton
manufacturer Horrockses, Crewdson & Co Ltd in 1946 to promote
its own cotton via high-class, ready to wear fashions. The company
maintained an air of exclusivity for the brand, with an emphasis on
good quality fabrics, especially cotton, custom-designed patterns,
and excellent fashion styling. It also used fabric designs created
by some of the best designers and artists of the day including
Eduardo Paolozzi, Graham Sutherland and Alastair Morton.
A whole week's wages
Horrockses dresses could be purchased in most towns and cities
in Britain but with a price tag of between £4 and £7 for an
off-the-peg cotton summer dress – a week’s wages for many young
women - they were considered expensive.
Although best known for their summer cottons, Horrockses
Fashions Ltd also created glamorous evening and cocktail dresses in
a variety of fabrics. These were advertised in quality fashion
magazines such as Vogue and Harpers, and worn by glamorous models
like Barbara Goalen who was better known for modelling the
creations of London couturiers.