Starling Fitness: Daily writings on Fitness, Diet, and Health

Thanks to Found in Mom’s Basement for this scan of a 1943 magazine for Layne Bryant. It reads:

STOUT WOMEN

Thrilling new style book

FREE

Outsmart nature! Look slimmer, lovlier, and smarter! FREE style book shows hundreds of fashions in your size, all designed to slender your figure.

It surprises me that this kind of advertising actually worked well enough for Layne Bryant to still survive to this day.

I know they had to get the attention of the women that were their target audience, but screaming “Stout Women” at the top of their advertisement is a little insulting. It’s kind of like screaming, “Stinky People” at the top of a perfume ad.

In contrast, here is a screenshot of Layne Bryant’s website:

Their current advertising has no derogatory statements, just beautiful women and links to shirts, bras and other clothing.

When I was a teenager, the thought of being seen inside Layne Bryant just mortified me, but as an adult, I’ve come to appreciate their selection. Considering how respectful their advertising is NOW, that’s probably why.