{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1532947"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1532947/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2020MN5983/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2020MN5983/","_alt_iiif_image":[],"imageResolution":"high","_images_meta":[{"assetRef":"2020MN5983","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false},{"assetRef":"2020MN5984","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false},{"assetRef":"2020MN5985","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false},{"assetRef":"2020MN5986","copyright":"©Victoria & Albert Museum, London","sensitiveImage":false}]},"see_also":{"_iiif_pres":"https://iiif.vam.ac.uk/collections/O1532947/manifest.json","_alt_iiif_pres":[]}},"record":{"systemNumber":"O1532947","accessionNumber":"T.55-2021","objectType":"Blouse","titles":[],"summaryDescription":"From the 1930s onwards American sportswear became synonymous with a modern lifestyle. Promoted as affordable and egalitarian, ‘Sportswear’, a term used to encompass both clothing for sports (such as tennis) and resort wear such as blouses and skirts and country tweeds, became increasingly fashionable in western metropolitan cities such as New York in the 1930s and 1940s. Simple styles could be easily reproduced in cheap fabrics at various price points, trickling down from ready-to-wear designers such as Claire McCardell (1905-1955).\r\n\r\nThis woman’s blouse, designed and produced by Mayehoff, Connecticut, USA, is a good example of simple but elegant mid-market sportswear of this period. Inside the blouse are two cotton straps with metal fastenings that can be adjusted to alter the fit of the shirt at the waist. Minimal selvedge on the seams and the decorative use of contrast machine stitching suggest that its production was not costly in either labour or materials.","physicalDescription":"","artistMakerPerson":[],"artistMakerOrganisations":[{"name":{"text":"Mayehoff","id":"AUTH357084"},"association":{"text":"","id":""},"note":""}],"artistMakerPeople":[],"materials":[{"text":"Rayon","id":"AAT14059"}],"techniques":[{"text":"Machine stitching","id":"x29587"}],"materialsAndTechniques":"Rayon with decorative machine stitching","categories":[{"text":"Fashion","id":"THES48957"}],"styles":[],"collectionCode":{"text":"T&F","id":"THES48601"},"images":["2020MN5983","2020MN5984","2020MN5985","2020MN5986"],"imageResolution":"high","galleryLocations":[{"current":{"text":"014","id":"THES305623"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"Blouse","id":"AAT46133"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"USA","id":"x29333"},"association":{"text":"Designed and made","id":"x39722"},"note":""}],"productionDates":[{"date":{"text":"1940-1950","earliest":"1940-01-01","latest":"1950-12-31"},"association":{"text":"","id":""},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[{"dimension":"Length","value":"60","unit":"cm","qualifier":"from top of shoulder to bottom hem ","date":{"text":"","earliest":null,"latest":null},"part":"","note":"For storage purposes only"},{"dimension":"Width","value":"81","unit":"cm","qualifier":"From arm to arm, laid flat","date":{"text":"","earliest":null,"latest":null},"part":"","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"'By Mayehoff'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"Maker's label\r\nStitched to bottom right side seam "}],"objectHistory":"Mayehoff Ltd. was registered as a trademark for dresses by Mr Delmar Meyer Mayehoff in Norwalk, Connecticut in June 1931. US patent office records reveal that in September of that year the company sought to expand its offering to produce blouses, dresses and shirtwaists.  Incorporated only two years after the start of the Great Depression, ignited by the Wall Street Crash of 1929, the production of ready-to-wear fashionable clothing during this period responded to the needs of many women for affordable garments. Man-made fibres such as rayon were a cheaper alternative to silk and could be manufactured for the bulk production of clothing.","historicalContext":"","briefDescription":"Blouse, Rayon, Cream with contrast stitching, designed by Mayehoff, USA, about 1945.","bibliographicReferences":[],"production":"","productionType":{"text":"","id":""},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["T.55-2021"],"accessionNumberNum":"55","accessionNumberPrefix":"T","accessionYear":2021,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-04-09","recordCreationDate":"2020-03-06","availableToBook":true}}