Film ID: NEFA 10757 Video of NEFA 10757 Paper Fashion PAPER FASHION 1967 Visitor TabsDescription A Tyne Tees Television news report, an entry in the 1967 Britannica Awards for British Television News Film and filmed by Keith McWhirter, looks at the use of paper in the world of fashion and other domestic applications. The film opens with a long shot of modern high rise and low rise flats. The camera zooms in to a close up of the exterior of one of the apartments. The commentator suggests that buying a luxury flat has responsibilities and keeping up with the Jones's isn't easy. Envelopes are posted through a letterbox in a door. The commentary states that as well being the age of electronics, it is also the age of paper. A woman goes into a bedroom and gently wakes up a woman asleep in a bed. She gives her the letters that have just been delivered. The bed linen is made of paper. The woman in the bed pushes back the sheets and gets up. A shot follows of the empty bed and the rumpled paper sheets and pillows. The film cuts to the woman now wearing a paper dress or housecoat standing in front of a hand wash basin, patting her face dry with a paper tissue. She then puts on earrings, also made of paper. Near the basin in front of her she picks up a pair of panties, also made of paper and places one on top of another. The next scene is in a large modern kitchen. A woman is washing dishes at a sink at a large window with half-opened venetian blinds. The view looks out onto semi detached houses in the local neighbourhood. Heavy use is made of paper in the kitchen. To illustrate some of the more innovative uses for paper products, the camera cuts to a table set for breakfast (?) which uses paper cups, plates and serviettes.A woman in the kitchen takes a piece of kitchen roll from a dispenser. This is followed by more shots of serviettes and paper cups on a table, then some paper cups on the draining board of a kitchen sink. The woman wipes down the sink with a piece of kitchen roll. The commentary points out that the woman's apron is also made of paper, made waterproof by a PVC covering. It protects her paper dress, as she demonstrates by wiping the apron down. The small mat she is standing on is also made of paper. She wipes it over with more kitchen roll. The commentary explains that the mat is made of woven strands of paper coated in plastic. The camera also shows the non skid underlay of the kitchen carpet, made of the same woven product. The commentary states that the company which specialises in this sort of product is based in the north of England. The woman picks up a plastic beaker which has a paper pattern within the moulded plastic. She then takes a number of household items out of a paper/plastic net bag, another example of the use of woven paper strands. A car seat support made of similar material is shown in situ on the drivers seat of a car. The commentary then goes on to say that some products seem quite removed from the well known disposable aspect of paper. A shot follows of a small chair next to a telephone table, made of the same type of tightly woven paper threads. Close-ups of a lamp shade and a ladies handbag, also partly made from woven paper threads. Next, a woman models a printed paper dress, paper coat and hat covered in PVC and elaborate square shaped earrings. The model undoes the fastening on her PVC coat to reveal the paper dress beneath. The other model wears an elaborately patterned paper dress. She is making some paper earrings from a 'pop-out' pattern called 'Fiddleykit'. She sits on a cardboard chair and she holds up one of the finished paper earrings to admire her handiwork. A young boy sits at a small cardboard desk on a cardboard chair, making something from paper. He finishes what he's doing, picks up the chair and takes it across the room. A woman poses in a paper bikini, staring out of the window of the flat. Another model approaches wearing paper patterned top and shorts. She hands the girl in the bikini a pale coloured paper dress. A shot follows of the girl in top and shorts, the commentary pointing out that her shoes are also made of paper. The woman in the bikini has also put on her dress, and both women admire it, one feeling the texture. A close up shows the open weave of the paper based fabric of the dress. More shots follow of a group of models demonstrating a paper PVC covered hat, a patterned PVC and paper coat, an elaborate PVC and paper coat. One of the girls demonstrates the coat's invisible' fasteners made of Velcro strips. Another model secures the fastening of her coat with a belt. The film cuts to a close up of a paper shopping bag with a large flower design, placed next to a small cardboard table. One of the models picks up the floral bag, which contains paper flowers. She hands the other models another patterned bag.The first model picks up a gift wrapped box and places it in the other girls bag. The two models leave the room and wave to another woman who enters the room wearing a pale patterned paper coat, which she removes revealing a long paper evening dress. She reclines on a nearby couch. The commentary states that the best of the raincoats and dresses range in prices from fifteen shillings to four pounds and only one of the dresses fell to bits during filming. The best quality dresses could probably be used quite a few times. Various garments and other paper articles are flung onto a pile in the middle of the floor. The commentary states that as long as the untreated, inflammable paper clothes don't go up in smoke, they will add to the pile of paper waste being discarded each year. The film ends with more paper objects discarded onto the pile, with the camera zooming in to a close up of a patterned garment in the centre of the pile. Context Pop, pulp and paper dresses in the 1960s Fashion doesn’t grow on trees…or does it! Tyne Tees TV was bang on-trend with this brilliant news feature on the hip 1960s cult for a disposable age - paper fashion. “Popular, transient, expendable, low cost, mass produced, young, witty, sexy, glamorous and Big Business.” The British artist Richard Hamilton’s definition of Pop Art perfectly fits with the throwaway fashion fad that hit the high street in 1967. In this droll Tyne Tees TV news feature paper clothes in psychedelic prints and bold Op-art designs are modelled in one of the landmark modern high-rise tower blocks that sprang up in Newcastle during the T Dan Smith decade. Filmed by Keith McWhirter, this Tyne Tees TV feature was entered in the 1967 Britannica Awards for British Television News Film. A coupon offer by the American Scott Paper Company started the craze for paper fashion in March 1966. Customers who mailed in a dollar received a “Paper Caper” sleeveless A-line shift dress, and surprisingly, there were a million orders from women in under a year. The paper products trend took off with a post-World War Two generation that rebelled against their parents’ values, craving ephemeral fashions and contemporary products. The fad died out quickly with the rise of a back-to-nature hippie lifestyle and new environmental concerns at the end of the 1960s.