A friend with a shared passion for skiing recently discovered a January 1948 Ski issue of Town & Country magazine in perfect condition in her grandmother’s attic. This delicious edition shares many of the same attributes of today’s magazine, large format pages, beautiful fashion photography, advertisements for luxury fashion, jewelry and destinations, and articles focused on the rich and famous.
The issue is rich with articles about skiing. A many-paged article by Elizabeth Woolsey, a former national ski champion, is devoted to the U.S. Women’s Ski Team a.k.a. “The Belles of St. Moritz” and their chances for winning Olympic fame in St. Moritz later that winter.
The most exclusive North American ski areas are listed with information about vertical drop, number of trails and lifts, ticket prices etc.
An article devoted on how to get in shape for skiing suggests classes at the New School of Exercise in New York City. Tips on how to avoid injury, which salons offer the best beneficial massages, and how to prevent chapping ones hands and face.
The issue is packed with advertising – including apparel and hard goods brands and ski lodges and even a two-page spread of a painting depicting skiers arcing through untracked snow promoting Chrysler motors. The ads allow us a peak at how glamorous and exciting the sport was sixty odd years ago.
A fashion and gear guide highlights the newest innovations and there is a lovely spread of illustrated après ski styles. I will be sharing this nostalgic skiing gold mine in the weeks to come. Below is a little taste of what’s to follow. I thought it particularly appropriate timing to post these as the the skiwear and ski equipment brands will all be unveiling the latest and greatest for next winter at the Outdoor Retailer, the SnowSports Industries America and ISPO trade shows within the next couple of weeks. Maybe I’ll see you there!
An ad for Marjorie Benedikter’s ski fashions in the January 1948 issue of Town & Country
“Designed for action, the well-tailored three-piece suit on the left is of water-repellent Forstman wool gabardine in gray, by Irving of Montreal. An added accessory is a smart belt and belt-bag made of pony. Bally Boots. At Saks Fifth Avenue Ski Shop. Marjorie Benedikter, an accomplished skier herself, designs with an eye for the practical. Right: her becoming parka of white Byrd cloth may be worn in or out, and has a convenient drawstring around the face. Navy wool gabardine pants are essentially functional with front fullness achieved by trouser pleats. Dayton Co., Minneapolis; Frederick & Nelson, Seattle”
Saks Fifth Avenue had it’s own ski shop in 1948.
For more vintage ski inspiration click here.
