To start off, I went to school for Fashion Marketing at Ryerson University here in Toronto and I took a whole course on Fashion Designers from many different periods. But not once did the name ‘Rose Marie Reid’ show up in my lectures (or maybe she did and I skipped that day..HA!). How I have never heard of Rose the famous swimsuit designer is beyond me, especially because she was born in Canada and designed during my favorite time in clothing.
Well whatever the reason, I’m going to fix this mistake for myself and maybe for some of my readers with this blog post today. We are going to learn a bit about Rose, see her swimsuits from the 1940s and 1950s (some that you can buy right now) and of course check out some super vintage swimsuit ads.
Source: Vancouver Archives 1945
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1940s & 1950s Canadian Swimsuit Designer-Rose Marie Reid
About Rose Marie Reid:
Born Rose Marie Yancey (September 12, 1906 in Cardston, Alberta, Canada – December 16, 1978 in Provo, Utah, United States), was a Canadian-born American swimsuit designer who was extremely popular and successful in the 1940s-60s. Reid believed that every woman should feel just as glamorous in a swimsuit as she did in an evening gown, and she designed her suits accordingly.
Reid began her swimsuit designing career in Vancouver, British Columbia, Canada. She was inspired to design swimsuits by the fact that her husband, Jack, complained about the material and comfort of his swimwear (Source).
Her design business began in 1936 with Reid’s Holiday Togs, Ltd. Lacing up both sides was typical of her earliest swimsuits and a 1938 example is preserved at the New Westminster Museum and Archives in Canada (Artifact # IH 994.76.68). In her first year of business, Reid employed 16 employees, grossed $10,000 and designed only six suits (Source).
Source: Wikipedia
The 1945 “Canadian” Swim Suit by Rose Marie Reid, modeled by Yvonee De Carlo. A ‘Reid’s Holiday Togs Ltd” design. The swimsuit print features: A Totem Pole, Maple Leaf, tent, and a canoe.
Source: Pinterest
Rose Marie Reid Inc is Formed!
On September 20, 1946, Reid launched her American business, Rose Marie Reid, Inc. However, she still maintained her Canadian business. By 1946, 50% of the swimsuits sold in Canada were her designs. Her swimsuits dominated the American market and were popular in Western Europe, South America, and Australia (Source).
Rose Marie Reid swimsuit 1946 Advertisement.
Source: Flickr
Here is a real life example of the swimsuit above….A STUNNING 1950s Original Rose Marie Reid of California Swimsuit with a grey/brown and pearl checkered print and a fabulous pointed bustline (Avail as of Feb 28th, 2022 HERE).
Source: Etsy
Innovative and fashionable swimsuit designs and production
Reid was known for innovative and fashionable swimsuit designs and production. She was the first swimsuit designer to use inner brassieres, tummy-tuck panels, stay-down legs, elastic banding, brief skirts, and foundation garments in swimwear.
She was also the first designer to introduce dress sizes in swimwear, designing swimwear for multiple sizes and types of bodies, rather than just producing one standard size. Reid filed for a U.S. Patent in 1950 for a one-piece bathing suit using elasticfabric and that lacked buttons. Her company patented a machine for a fagotting stitch that became a hallmark of her designs. She had several other patents for swimsuits and accessories.
Source: Free Patent Online
Among her designs, was the “Hourglass” suit, introduced in 1951 which was produced in many variations. It went on to become one of her company’s all-time best sellers. Her “Magic Length” swimsuit line featured an inner “miracle bra,” tuck-away straps, a tummy control panel, stay-down leg, and elasticized back to keep the bodice from gapping. With its numerous adaptations for different body types, the “Magic Length” became a Rose Marie Reid classic and remained popular through the 1950s.
Source: Pinterest
This photo shows a “Shirred Panel Classic” Rose Marie Reid swimsuit from 1951 in the Cherry Cordial color owned by the Harold B. Lee Library of Brigham Young University.
Source: Wikipedia
Reid had sales offices in Los Angeles, Chicago, Miami, New York City, London, Amsterdam, and Paris. Her success led her to travel frequently meeting with sales people to provide instruction on fabrics, styles, and designs. She was the first woman in the United States to fly 500,000 miles.
Source: https://exhibits.lib.byu.edu/rose-marie-reid
Reid left her company in 1963 over disagreements over the design and production of bikinis. She died on December 16, 1978 in her daughter Carole’s home in Provo, Utah.
Awards and Success
In 1958, Reid was awarded the Sporting Look of the Year Award by Sports Illustrated and in 1955 she was named one of the Ten Women of the Year by the Los Angeles Times. While she didn’t win, she was also nominated for Designer of the Year in 1956 by Sports Illustrated. Her company was extremely successful in the 1950s. The 1951 gross of Rose Marie Reid, Inc. of $3.5 million increased nearly fivefold to $18.1 million by 1960. Combined, her Canadian and U.S. factories increased production between 1952 and 1959 from 1,000 to 10,000 suits per day(Source).
Hollywood Fame
Part of Reid’s success was due to her influence in Hollywood and the motion picture industry. Famous screen actresses, including Rita Hayworth, Marilyn Monroe, Jane Russell, and Rhonda Fleming wore her swimsuits. Rita Hayworth famously wore the “Glittering Metallic Lamé” suit to publicize her 1946 hit film, Gilda. Her suits also appeared in several California beach party films from the late 1950s and the early 1960s, including Gidget, Muscle Beach Party, and Where the Boys Are (Source).
This photo shows a “Glittering Metallic Lamé” Rose Marie Reid swimsuit from 1946 owned by the Harold B. Lee Library of Brigham Young University.
Source: Wikipedia
“Gidget” (1959). Sandra Dee in a Rose Marie Reid Swimsuit with James Darren.
Source: Pinterest
Fun Fact!
Occasionally Rose Marie worked from preliminary design sketches, but most of her work was done on live models, as shown in this 1956 photograph taken at her Century Boulevard factory in Los Angeles (Source).
Source: https://exhibits.lib.byu.edu/
Rose Marie also insisted on testing all pre-production swimsuits in both fresh and salt water: “I cut and drape on the model and I work with the model in motion, in the water and out of the water. The suit might look gorgeous in a drawing, or on a model who is just standing by the pool, but I want suits to be functional garments for swimming in as well as to be pretty.” (Source)
Vintage Advertising Examples
1953 Rose Marie Reid jewels of the sea women’s blue swimsuit ad.
Source: eBay
1955 Rose Marie Reid RMR Junior Swimsuits 3 Styles, photo vintage print Ad.
Source: eBay
1958 Rose Marie Reid jewels of the sea bathing suit vintage ad.
Source: eBay
1956 Rose Marie Reid jewels of sea pink checked swimsuit umbrella ad. The vintage ad talks about the “technology” that makes RMR swimsuits stand out. Love it!
Source: eBay
May 6th, 1956 vintage ad featuring a Rose Marie Reid Swimsuit paired with a cute swimming cap! Love the bracelets as well.
Source: The Michigan Daily Digital Archives
Here’s precisely how to keep a swim-date in good humour! Wear a RMR swimsuit! 1959 women’s Rose Marie Reid juniors plaid swimsuit bathing suit ad.
Source: eBay
Real Life Examples of Rose Marie Swimsuits
Note: See my updated monthly collection of Rose Marie Vintage Swimsuits available to purchase on ETSY HERE.
1950s Rose Marie Reid blue floral maillot swimsuit (Avail as of March 2023 HERE).
Source: Etsy
1960s Rose Marie Reid Limited Edition Black Lace Swimsuit / Playsuit.
Source: Etsy
Vintage 1950s Rose Marie Reid Swimsuit // Navy White Atomic Starburst Bathing Suit.
Source: Etsy
1950s Rose Marie Reid ‘Jewels of the Sea’ Swimsuit featuring the matching vintage ad! LOVE THIS!
Source: Etsy
1950s Rose Marie Reid Blue One Piece Pinup Bombshell Swimsuit.
Source: Etsy
1950s “Hourglass Maillot” Purple One-Piece Swimsuit by Rose Marie Reid with Bubble Style Bottom, Structured Bullet Shaped Top.
Source: Etsy
Vintage 1950s Rose Marie Reid Pastel Striped Modesty Panel One Piece Bathing Suit. So cute!
Source: Etsy
Vintage 1950s Bright Multi Color One Piece Rose Marie Reid Swimsuit. Avail as of March 2023 HERE.
Source: Etsy
Hope you enjoyed this post about Rose! I loved learning all about this famous swimsuit designer and now I know what I want to add to my vintage collection.
Question time! Do you own a Rose Marie Reid? Or would you of worn a RMR? Share in the comment section below!
Further Reading:
- Vintage Fashion 1920s-1960s (Archived Blog Posts)
Liz
Great images!
Super interesting post! As with all your blog posts, I love all the photos and illustrations as well as the research you do to give your readers the story. I have added your blog to my favs on my blog series.
Ahhh thanks so very much! I’m so happy you enjoyed the little extras 🙂 I love learning as I create and when others enjoy it as well, it makes it even better. Thank you!
Liz
Saved this to read at a later date. I had almost forgot about it. Glad I didn’t. Great research as always. So interesting.
Glad you enjoyed it and thanks for reading! I so appreciate it 🙂
Liz
Hello
At a flea market this morning I found a metal (chrome over copper) button that says Rose Marie Reid cut out in script writing. WOW!!
That is so exciting!! Congrats on your find!
Liz
Thanks Liz! I wonder how rare it is and what the button was once fastened to?
It might of been at the bottom of the swimsuit at the side of the outside leg opening..maybe. It’s just a guess. I had owned a swimsuit years ago that had a button in that area, like an outside marker of who made it. Just a guess though!
My mother, Charleen Kinser, was an independent Producer-Director for some Rose Marie Reid sales presentation films! (Charleen died in 2007, but I’m working on a project about her).
Oh! How cool about your mom! I can only imagine what the sales presentation films will like.
Liz