A fashionable fire? A bizarre way to model ’60s nightgowns

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A fashionable fire A strange way to model '60s nightgowns

Note: This article may feature affiliate links to Amazon or other companies, and purchases made via these links may earn us a small commission at no additional cost to you. Find out more here.

Back in 1966, someone decided a clever way to model some of the hottest new ’60s nightgowns would be to stage a scene, making it look like several young women were trying to escape a huge apartment building fire that started in the middle of the night.

You know — like have a girl in an adorable pink nightgown stand on the window ledge while smoke billows out behind her. Then maybe get the girl who passed out from smoke inhalation can wear a charmingly stylish embroidered number. The lass who jumped off the building? She’s in a darling babydoll nightie. And at the end of it all, when everyone’s been rescued, make sure there’s plenty of fashionable flirting with firemen.

I guess this way to model ’60s nightgowns for a photo shoot kind of seemed to make sense when you were part of a generation often given advice like, “Make sure you always wear clean underwear in case you’re in an accident.”

’60s nightgowns in “The fortunate, fashionable rescue”

You never know when you’ll have to make an unexpected public appearance. Like the girls here, for example. Surprised in the night by a five-alarm fire, rescued before there was a chance to change, each (luckily) was caught in something so devastatingly pretty, she didn’t feel the least bit flustered about going out in the world. Moral: The right way to be rescued is in the nicest nighties you can find.

Hot pink ’60s nightgowns

To keep you warm and cozy on even the coldest nights: A long, hot-pink nightie, nicely dandified with a rush of white lace ruff at the neck and sleeves. Of fleecy, light-as-air acetate and nylon-brushed knit. By Flair. Available in sizes small, medium and large, $9.

The fortunate, fashionable rescue - Stylish '60s nightgowns

’60s nightgowns: “To the rescue”

A long Directoire nightie, pretty as an evening dress, the hem ruffled and caught with a blue ribbon, and more blue ribbon at the neck. The bodice is of embroidered cotton eyelet, the skirt of dacron and cotton. By Saramae. In sizes P, S, M, L, about $12.

A long Directoire nightie, pretty as an evening dress - '60s nightgowns

Babydoll dress nightgown

Caught here: Just like a baby dress, a short, freshly peppermint-striped nightie, with lace-ruffled baby yoke, a red bow and three pearl buttons in front, from waist to hem underlined with its own petticoat. Of tricot nylon by Warners. Sizes P, S, M, L, $12.

A fashionable fire: '60s nightgowns

’60s nightgowns: “After the rescue”

All safe and sound, the nighties, from left: Three short layers of sheer nylon tricot, Van Raalte; Long fall of nylon tricot, Vanity Fair; Striped dacron/cotton voile, MC Schrank; Shift of nylon crepe, Eyeful.

The fortunate, fashionable rescue

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Comments on this story

2 Responses

  1. What’s so bizarre? I think it’s a great ad campaign. Have you seen any of the finer vtg nightgowns on the resale market?? You know why they’re a fortune? because you can’t find actually pretty, well made nightgowns! every pajama made now are t shirts, sweats, something so plain and unfeminine, and made so cheaply. Just this week I picked up a vintage (year? idk) Christian Dior long nightgown with lace inserts, it’s like brand new- and has a Union label. The quality shows in the garment believe me.

    1. Thanks for the comment! I personally thought that an emergency situation — a fire, something that kills thousands of people each year — seemed like a strange and kind of insensitive focus for a fashion shoot. But different opinions make the world go round! And I had no idea about the vintage nightgown quality or pricing. Thank you for sharing. :-)

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