Chilprufe and Lilian Hocknell’s babies

Chilprufe advert from Queen magazine in 1961Chilprufe advert from Queen magazine in 1961

Chilprufe advert from Queen magazine in 1961

Chilprufe was once one of the biggest British clothing makes – the name derives frim ‘chill-proof’. It favoured illustration for its advertising of babies in its clothes, and the artist of choice in the 1920s and 1930s was Lilian Hocknell (1891-1977).

However, by the 1960s the company had turned to other artists, as this illustration from Queen magazine in 1961 shows. Chilprufe’s sans-serif typeface is still vogue, however. Bonhams sold a set of 12 drawings in 2008 and Hocknell’s work is also held by the V&A.

I don’t know the 1961 illustrator, but it has a more ‘modern’ feel. Would it be more appealing to potential customers though? Compare it with the 1936 advert below and make your own mind up.

By 2012, Chilprufe’s Leicester factory was specialising in lingerie and knitwear but the 90-year-old firm closed that year and the name was bought up by Manchester Hosiery Manufacturing of Hinckley. Goods are still made under the brand and can be found online.

Lillian Hocknell advertising illustration for Chilprufe children’s clothing. From Mother magazine 1936 – note the spelling error

Lillian Hocknell advertising illustration for Chilprufe children’s clothing. From Mother magazine 1936 – note the spelling error

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