On Target
Dress
1962 (made)
1962 (made)
| Artist/Maker | |
| Place of origin |
Mary Quant’s first boutique, Bazaar, opened in London's King's Road in 1955, launching a successful fashion career. Her youthful easy-to-wear clothing became so popular that in 1963, she launched a lower-priced ready-to-wear range called 'Ginger Group'. She also entered into licensing agreements with manufacturers to produce hosiery, underwear, cosmetics and accessories bearing her name. Almost anyone, whatever their income, could spare the money to buy a pair of 'Mary Quant' stockings or a lipstick. This enabled girls who could not otherwise afford her clothing to feel in touch with fashion, and made Mary Quant a household name and a commercial success.
Her contribution to British life was marked by a retrospective exhibition at the London Museum in 1973. The exhibition included many of Quant's most revolutionary garments, some remade as facsimiles if original ones could not be found.
Her contribution to British life was marked by a retrospective exhibition at the London Museum in 1973. The exhibition included many of Quant's most revolutionary garments, some remade as facsimiles if original ones could not be found.
Object details
| Categories | |
| Object type | |
| Title | On Target (assigned by artist) |
| Materials and techniques | Wool crêpe |
| Brief description | 'On Target' dress, black wool crêpe, designed by Mary Quant, Great Britain, 1962. |
| Physical description | Dress of black wool crêpe. |
| Gallery label | ‘ON TARGET’ DRESS
1962
Worn by Sue Parry-Davies
In early 1962, a buff-coloured version of this Victorian-style dress was taken to New York for a Vogue ‘Young Idea’ photoshoot modelled by Jean Shrimpton. David Bailey’s ground-breaking photographs promote London fashion as modern and effortless, anticipating the success of Quant and other British designers in America.
Wool crêpe
Labelled ‘Mary Quant London’
Made in London (probably)
Given by Sue Parry-Davies
V&A: T.669-1993(30/02/2020) |
| Credit line | Given by Sue Parry-Davies |
| Object history | Registered File number 1993/2257. |
| Summary | Mary Quant’s first boutique, Bazaar, opened in London's King's Road in 1955, launching a successful fashion career. Her youthful easy-to-wear clothing became so popular that in 1963, she launched a lower-priced ready-to-wear range called 'Ginger Group'. She also entered into licensing agreements with manufacturers to produce hosiery, underwear, cosmetics and accessories bearing her name. Almost anyone, whatever their income, could spare the money to buy a pair of 'Mary Quant' stockings or a lipstick. This enabled girls who could not otherwise afford her clothing to feel in touch with fashion, and made Mary Quant a household name and a commercial success. Her contribution to British life was marked by a retrospective exhibition at the London Museum in 1973. The exhibition included many of Quant's most revolutionary garments, some remade as facsimiles if original ones could not be found. |
| Bibliographic reference | Jean Shrimpton modelled a buff-coloured version of this dress for ‘Young Idea goes West’ in Vogue, April 1962. Photographed by David Bailey in New York. |
| Collection | |
| Accession number | T.669-1993 |
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| Record created | June 24, 2009 |
| Record URL |
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