Are You Ready for Summer, 1917?

 

Ad for Lazell Talcum Powder, August 1917

Lazell talcum ad text. Delineator, August 1917

The idea that talcum powder would protect your skin from sunburn is new to me — and not very credible. But that beauty in the red swim suit does seem to be having a good time. Is she surfing? She’s certainly riding a wave. She’s also wearing a more revealing bathing suit than most of the swimsuits featured in Delineator magazine in 1917:

Bathing Costumes, July 1917; Butterick patterns featured in Delineator.

Here’s a look at the packages from the bottom of the advertisement:

Lazell scented talcum powders, soaps and toilet water packages, 1917