Mrs Haverfield has just asked me to go out to Serbia at the beginning of August to drive a car. May I go? … I’ve been dying to go and drive a car ever since the war started… It is really a chance to go to the front. They want drivers so badly so do say yes. It is too thrilling for words.
Today, Thursday 12 April, marks Chelsea Library being in its current location on the Kings Road for 40 years. Over to the staff there to tell us more…
After having spent its youth and most of its middle years in Manresa Road, Chelsea, one fine spring day in 1978 a new library for the now “Royal Borough of Kensington and Chelsea” opened here at Chelsea Old Town Hall.
At the time of the relocation the King’s Road was arguably a much more diverse place and the vibrant and challenging, fashion and music scenes of the time were very much in evidence along the road.
Some local faces and places were captured for posterity by an ex-member of staff and quite a few of her images are included, with gratitude, in a display here at the library. Also included are some images of the library as it was when it was first opened.
To mark this anniversary we will be running a birthday card making workshop with 70s fashion theme in the style of designer Celia Birtwell as the library has an amazing Costume and fashion collection.
The workshop will take place today in Chelsea children’s library 3 to 5pm with some refreshments. We will also have some games, musical chairs, pass the parcel…come and help us celebrate!
Edited to add – if you’d like to see photos from the celebration, take a look at our Facebook page
Forty years young at Chelsea Old Town Hall!
Last Friday we hosted the Chelsea Library Summer Reading Challenge party. We had over seventy completers and one hundred parents and children turned up to dance to Diane’s Latin American compilation and find Willy Wonka’s golden fridge magnet—the winner is yet to come forward! Please if you find the golden ticket nestling between packets of shrimp shaped haribos and some savoury crackers contact Chelsea children’s library! Continue reading “Party time at Chelsea Library!”
Reference librarians Karen and Gillian write:
Recently, Rachel Worth, Professor of Dress and Fashion at Arts University Bournemouth, delivered a presentation on the history of Marks & Spencer at Chelsea Library. This post is based on what we learnt about the high street giant from Rachel’s fascinating and insightful lecture.
From very humble beginnings in a Penny Bazaar stall at Leeds Kirkgate Market in 1884, Michael Marks and – from a partnership that began in 1894 – Thomas Spencer together built a company that would become Britain’ s biggest clothing retailer.
Today, Marks & Spencer is a company synonymous with quality, reliability and customer care, but do we associate it with fashion?
Well – yes! Marks & Spencer was at the forefront of bringing accessible and fashionable clothing to the masses, at the same time being a pioneer in using new textiles, displays techniques and marketing methods – including the use of “supermodels” before the word was ever invented.
In the 1890s most working class people made their own clothes, and initially the market stall sold haberdashery (dressmaking materials). The sales slogan of “Don’t Ask The Price, It’s A Penny” summed up the business model. By the outbreak of World War One the company had expanded considerably and had diversified into homewares, but clothing remained at the heart of the business.
Marks & Spencer revolutionised how we bought clothes and also how clothes were sold, focusing on ready-to-wear affordable goods; high quality, well designed and fashionable clothing. In the 1920s M&S was ahead of most other retailers in its marketing and retailing methods setting an upper price limit on clothes. It also accepted the return of unwanted items, giving a full cash refund if the receipt was shown, no matter how long ago the product was purchased, which was unusual for the time.
It entered into long term relationships with British manufacturers, and sold clothes of the “St Michael” brand, introduced in 1928. As the company dealt directly with manufacturers it was able to keep prices low and to maintain input in the design and quality of clothes sold in its stores. It was one of the first companies to introduce standardisation in sizing. It also aimed to cater for all members of the family; children’s clothing and ready-to-wear suits being particularly popular.
Pioneering methods included having its own textile laboratory to enable the testing of fabrics and dyes before mass production, and the use of rainmaking machines to test water repellent fabrics. New synthetic textiles were particularly popular between the 1950s and 1970s. These included Tricell which was first used in 1957. Another synthetic fibre called Courtelle was first launched, nationally, by Marks & Spencer during the 60s as was Crimplene and Terylene.
These fabrics were easy to wash, often drip dry, easy iron and held their colour or shape. Terylene, for instance, meant the fashionable 50’s woman could have a permanently pleated non-iron skirt. The introduction of Lycra in the 1980s revolutionised hosiery, swimwear and underwear because of its elastic properties.
Marks and Spencer has always been design conscious, and no more so than in the 1950s when designs were Paris-inspired with an interpretation of the New Look being all the rage. Colour coordinated clothing and jersey knitwear enabled the fashionable women on a budget to change her look , updating key pieces when on a tight budget.
Display and marketing was always a key element of the presentation of M&S fashion ranges. Before the days of mass advertising it was the window display that dominated; these were eye catching and innovative (see above). Early advertising concentrated on the opening of new stores, but post-war the company began to employ models in print media using the well know faces of the day, including Twiggy in the 1960s:
The heyday of this form of mass marketing was the 1990s when M&S began to use supermodels such as Linda Evangelista and Claudia Schiffer. Here is Vogue’s front cover of July 1996 with Amber Valletta wearing a Marks & Spencer shirt, which we found in our archives at Chelsea Library:
If fashion is a concept based around our attitudes to clothing then Marks and Spencer is part of its fabric: with its high quality/ good value ethos, innovative and strong relationships with customers, and its technological innovations it led the way in fashion for the masses. Our thanks to Rachel for revealing some of the secrets to the success of the company over the last hundred years.
Rachel’s book, Fashion for the People: a history of clothing at Marks & Spencer is available to read at Chelsea Reference library.
Daniel, our Chelsea Library Assistant, writes:
This month in Chelsea Library I have been engrossed in Lucy Hughes-Hallet’s biography of Gabriel D’Annunzio, The Pike: Poet, Seducer and Preacher of War . We can learn a lot about PR and customer service from D’Annunzio, a flamboyant and incendiary public speaker. He would certainly know how to increase cyber traffic! A lover of woman and bric-a-brac (although the bric-a-brac probably came first) he mingled warfare with self-promotion, managing on an early bombing raid above Trieste to drop bombs and pamphlets of his poetry.
What D’Annunzio teaches us is to make our lives into works of art. Every gesture, every pose, must be carefully thought out. Reading his book I’ve picked up the following tips: always wear pressed white shirts, arrive by plane or on horseback for business meetings, conduct your love affairs in the public eye and, if you have a new book out, concoct rumours of your own early death to boost sales.
The book at over 600 pages is a tall order for a three week read and the hold list is growing longer. Many of our readers coming back to borrow it for a second time to get to grips with this extraordinary individual.
The coffee morning is growing and we have many regulars with interests ranging from writing poetry and jazz to painting watercolours. People bake their own cakes so please spread the word if you know of anyone in need of a cup of coffee and slice of cake on Wednesdays at 10.30. There are plenty of activities for all- our weekly events now include a read and create session on Saturday afternoon, in the past we have made pigs and sunflowers!
Don’t forget that we are still running our under 5’s music event, Electric Babyland (aka Baby Rhyme Time), in the children’s library. Over 150 mothers and children come to wriggle and fall over to the primitive sound of Wild Thing and The Wheels on the Bus on Thursday mornings at 11.00am.
Please join us! For more information about our services and activities for children, take a look at the children’s pages on our website.