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A hundred-year profile

Vanity Fair

Vanity Fair peaked in the 1920s, then Maidenform overtook it in the 1930s.

Fruit of the Loom lineage · est. 1917 · Vanity Fair lingerie
47.8%Peak, the 1920s
6Placements
1919 to 1926Span
0%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%12%24%36%48%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Maidenformovertook it in the 1930s
Jantzenovertook it in the 1930s
Munsingwearovertook it in the 1930s

Earned versus paid

Paid 6Earned 0

Present entirely through paid advertising in the sample.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1919VogueadvertisingVanity Fair SILK UNDERWEAR
1920Harper's BazaaradvertisingVanity Fair Silk Mills, Reading, Pa. Makers of V
1921VogueadvertisingVanity Fair SILK UNDERWEAR
1924VogueadvertisingVanity Fair SILK UNDERWEAR AND HOSIERY
1925VogueadvertisingVanity Fair SILK UNDERWEAR AND HOSIERY
1926Harper's BazaaradvertisingVanity Fair SILK UNDERWEAR AND HOSIERY

Other houses

Coty Elizabeth Arden Pond's Helena Rubinstein Jergens Lux Woodbury Tangee

Browse every Vanity Fair page in the record →

Data via the Muse Parlor historical SOV API. How this is built →