The Ladybird, the Dressing Gown and Pasolds: Cultural Icons of the 'Golden Age' of British Childhood

Abstract

Applied to contemporary Western clothing as part of the new cultural turn in textile history, anthropology provides unique insights into the relationship between commerce and culture; into the symbolic and social processes that influence the market; and into the ways capitalism functions as a cultural system, not just as a purely economic one. This paper takes an anthropological approach to children's clothing and the changing consumer culture of childhood in Britain in the mid-twentieth century, seen through a particular company (Pasolds Ltd.), their Ladybird symbol and its associated popular culture, and an iconic garment, the Ladybird dressing gown. It provides a case study in a field and period dominated to date by studies of American children's garments and material culture and focuses on the production, advertising and indirect marketing of children's clothing through public culture, from the producer's point of view, a perspective hitherto generally overlooked in work on children's clothes and consumer culture in the mid-twentieth century.