FASHION: The Profit Curve

As readers leafed through the advertisements in Esquire last week, they found one that was somewhat different. Instead of the usual collection of he-men modeling pipes, brogues and rakish hats, there was a sylphlike female clad only in a scanty girdle.

The ad was an attempt by Chicago's H. W. Gossard Co., one of the biggest U.S. foundation garment makers, to make men "girdle conscious." It hoped that its recumbent model—who, of course, was so well-formed that she had not the slightest need for a girdle—would make men take another look at their wives and hustle them around to the...

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