Woman's Flower Fantasy Paper Dress
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Although the dresses are called “paper” dresses, they are not paper. Rather, they are made in a similar way to paper and often include cellulose. These dresses are actually a nonwoven or bonded fabric. Paper-like fabrics are made by sealing a web of fibers with a solvent, heat, or other bonding (Hollen & Sadler 1968). When looking at the wrong side of the dresses, there is a grid-like pattern. According to the accession record for the Hallmark dress, this is string pressed into the paper to create texture and provide reinforcement.
The “Flower Fantasy” dress by Hallmark was part of an advertising campaign for a line of party products first introduced in 1966 (Hallmark cards joins bandwagon, 1966). The products included gift wrap, cards, a tablecloth, paper plates and cups, napkins, and a centerpiece. “A dress to match the party” was the driving idea for Hallmark, and the matching decorations successfully allowed the hostess to become the center of the party.
These dresses show that a formula was established for quick production: 2 pieces seamed at the sides and shoulders, with an opening left in the back. As mentioned before, all edges except for the hem are bound with cotton tape. Leaving the hem unbound allowed the dress to be shortened to the wearer’s liking with a pair of scissors. That is likely the reason why this floral print dress has a jagged hem and appears much shorter than the others.