A Woman’s Own centre spread from 1939 – ‘She likes undies’
Undies. When did you last see that word? It used to be used on women’s magazine covers and in headlines quite a lot. But where do you see it now? Fashion journalists in magazines were certainly not afraid to use it in 1939 – as this centre spread from Woman’s Own shows – ‘She likes undies.’
And in Woman’s Fair in its January 1940 ‘Wishful thinking’ editorial for the new year: ‘We are going to stop hoarding old evening dresses and decrepit undies and make instead the beauteous evening gala outfit on page 24.’ At the end of the 1940s, here are undies as the topic for the main cover line above the title on Woman’s Pictorial:
Woman’s Pictorial magazine from 1949 with the cover line: ‘Beautiful undies to make and embroider’
But note that these were the days when fashionable women made their own. I can’t see such an article causing Woman’s Own to go flying off the shelves today. Fashions change and it seems that reliable, cheap undies from Marks and Spencer tempted women away from their sowing machines. By 1991, the Times could inform us: ‘And we know that Margaret Thatcher gets her undies at M&S. “Doesn’t everybody?” she asked a television reporter.’
The full Oxford English Dictionary defines undies as meaning ‘Articles of girls’ or women’s underclothing’. In support, it quotes:
- 1906. Punch 30 May: ‘She’d blouses for Sundays, And marvellous “undies” concocted of ribbons and lace.’
- 1920. Arnold Bennett, the Woman editor and novelist, in his book Our Women: Chapters on the Sex-discord: ‘You have only to reflect … upon the astonishing public importance given to what are delicately known as “undies”.’
- 1939. Arthur Ransome in Secret Water: ‘Go on, Bridgie. Off with your things. Undies too.’ (Doesn’t sound like it’s from one of his Swallows and Amazons children’s books!)
- 1967. Crime writer Nicolas Freeling in one of his Van der Valk books, Strike Out Where Not Applicable: Arlette … knows I’m not just belting off for the afternoon because of the black undies.
But that OED definition needs rewriting because undies are for men these days, as the Christmas clash of the male models shows:
David Gandy has claimed victory over David Beckham in the battle of the undies – and even made the astonishing claim that his underwear range has single-handedly saved Marks & Spencer (Mail on Sunday, 18 January 2015)
Undies meaning men’s underwear is a trend that goes back to at least 1993, when the Evening Standard talked about a company ‘that makes men’s undies’ and there was an ‘offer’ in another newspaper that year, the a Daily Star: ‘Buy a pair of Gazza’s undies.’
However, a quick flick through the newspaper cuttings suggests the word is these days much more likely to appear in the Sun than a broadsheet. While the ever-so-posh Lucia van der Post was quite happy to talk about undies for How to Spend It, the Financial Times glossy magazine, the FT put the word in quotes last year in a column by David Tang; almost as if it’s not quite a safe word to touch for its tycoon columnist (a sense suggested in that ‘delicately known as’ phrase from Arnold Bennett in 1920):
A stay at a flash hotel in Miami last year had us in a suite of rooms with a huge art-deco style bathroom, beautifully decorated in black and white, but with nowhere to sit or put one’s ‘undies’
‘One’s undies.’ Now that’s a really rare phrase.