Summary

Four cotton and celluloid collar supports for women's clothing, advertised as 'The Fit-in' collar support, attached to a promotional card. They were made in England and included a range of sizes including 2, 2.5, 3 and 3 .5 inches.

The supports were adjustable and removable. They were sewn into the collar vertically to make it stand up stiffly, and removed when the collar or garment required washing. They created the archetypal Edwardian woman's profile, emphasizing a swan-like neck above the sweeping curve of the waist and bottom. The hair was gathered onto the head, further elongating the effect.

'The Fit-in' collar supports were advertised in the The Advertiser (Adelaide, SA) Friday 30 June 1911, p.4: 'Attractions at the Fancy Goods Counter' - 'The FIT-IN Collar Supports, 4 sets for 9d. The best support you can buy'.

Part of a small collection of packaging objects and point-of-sale material relating to a grocery store in Beechworth run by Francois Bertrand and his family in the early-mid 20th century. Francois Bertrand was a French migrant who arrived in Australia during the 1850s gold rush. He established an early vineyard and winery in the Beechworth area, but this was wiped out by the outbreak of phylloxera at the turn of the century. He subsequently moved into the township of Beechworth where he operated a grocery store for several decades, having run a horse and cart taxi service prior to this. Francois Bertrand died in the early 1940s during World War II and the shop closed soon after. The packaging items were kept by Francois' son until the early 21st century, when he donated them to Museums Victoria.

Physical Description

White card with bronze and black text and illustrations printed on it. Four black collar supports are each attached through two slots in the card.

Significance

Statement of Significance:

Part of a small group of packaging items and point-of-sale material originating from a small grocery store in regional Victoria in the early-mid 20th century. The box is an example of the typical type of goods sold in grocery shops in the mid 20th century and, along with the other packaging items in this collection, highlights the diverse range of products available in country shops.

More Information