It was a few years back, in 2009, to be precise, that I wrote about Gloria Swanson being a hero of mine. This, of course, holds true today as much as it did back in 2009.
As some of you may know, Gloria added fashion designer to her repertoire of professions back in the 1950s. She took over Puritan Dress Company's line called Forever Young in 1951 and that association lasted all the way until 1981. Gloria's mission was to improve the line that was designed mostly for larger and busty women, with the loving image of her "stout" mother in mind. According to her autobiography, titled Swanson on Swanson, she would travel to Paris and Florence every year for inspiration, and talk to salesgirls and fitters because they are the people who best knew both the dresses and the customers.
"I like to think that during my tenure I made the average stoutish woman in America look a little more glamorous in clothes off the rack than she had before 1951", Gloria wrote.
Along the years I've seen dresses designed by Gloria Swanson pop up on Etsy and Ebay on occasion. Although they aren't really my personal style, I always take a closer look just to see what kind of pieces Gloria came up with. I find it awesome that the actress, whose name was on everyone's lips following her performance in Sunset Blvd., chose to design a line aimed for larger ladies.
Here you can find a collection of pretty frocks designed by Gloria for Forever Young around the 1950s, sourced from various online shops.
|From Mill Crest Vintage|
|From AlexSandra's Vintage Emporium|
|From Little Bird Vintage|
|From Divine Elegance|
|From Ginger Root Vintage|
|From Stairway To Vintage|
|From Dancing Gypsy Vintage|