Universal Studios (Universal Fashions, 1968). "The Big Ones for '68" paper dress with original tag, 1968. In 1968, Universal Studios embraced the popular new fashion for "paper" dresses with its remarkable "The Big Ones for '68" dress, also known as the Hollywood dress. This A-line, sleeveless dress served as a canvas for an array of celebrity portraits which promoted popular Universal stars from the studio's 1968 blockbuster movies such as Elizabeth Taylor, Richard Burton, Marlon Brando, Julie Andrews, Steve McQueen, Doris Day, Kirk Douglas, Mary Tyler Moore, Paul Newman, Shirley Maclaine, Henry Fonda, Vanessa Redgrave, Charlton Heston, and the list goes on. (A complete list of the movie stars depicted on the dress followed by the titles of the films they appeared in runs just above the hemline.) Each celebrity portrait is rendered in a Pop Art aesthetic after Andy Warhol in vibrant 'technicolor' hues. The Hollywood dress stood apart from other paper dresses of the day, because the designs on the front of the dress differ from those on the back. Furthermore, the Hollywood dress was only given to film reviewers and never offered for sale to the general public. Thus, it is one of the most difficult paper dresses to find and rarely comes up for auction. Most surviving examples are held in museum collections such as Atopos in Athens which recently hosted the symposium "From Paper Dresses Past to our Compromised Reality". Size: 37.25" L x 24" W (94.6 cm x 61 cm)

The idea of disposable fashion may seem peculiar today; however, in the sixties - "an era that favored ephemerality over durability, carefree conveniences, consumerism and a thirst for the next new trend" (Textiles in Context, 9/25/18) - these "throwaway" dresses were quite popular. The disposable nature of paper dresses led to a low survival rate, especially for the Hollywood dress, as relatively few were created, because it was only given to people in the film industry and never offered for sale. Fortunately museums such as the Metropolitan Museum of Art, New York, NY; Victoria and Albert Museum, London, UK; the Museum of Fine Arts Boston; and the Cooper Hewitt, Smithsonian Design Museum, New York, NY have collected paper fashions, recognizing them as important artifacts reflecting the culture of mass consumption and the modern era.

Please note: The original tag is still attached to this dress. The front of the tag reads "Universal Fashions The Big Ones For '68". The back of the tag includes care instructions followed by a final statement that reads, "FOR PROMOTION PURPOSES ONLY AN NOT AUTHORIZED FOR COMMERCIAL USE."

Provenance: private Steele, Missouri, USA collection

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#181647

Dress presents with original fold marks. Imagery and text are vivid. Hues are vibrant. The original tag is still attached to this dress. The front of the tag reads "Universal Fashions The Big Ones For '68". The back of the tag includes care instructions followed by a final statement that reads, "FOR PROMOTION PURPOSES ONLY AN NOT AUTHORIZED FOR COMMERCIAL USE." Overall, this dress is in excellent vintage condition.