Lux Fabric Wash, 1927

Lux Fabric Wash ad, 1927, originally uploaded by Gatochy.

Scanned from Taschen's "All-American Ads of the 20s". Click image for 900 x 1199 size.

"The Chiffons & Printed Silks Paris is now wearing

Practical only if guarded from two enemies

The Longchamps track is brilliant now with smart women wearing the new creations of the Paris couturiers.

Everywhere are printed silks and chiffons, the newest versions of silk crêpe -- a bewildering variety of lovely fabrics in fascinating colors!

Such delicate fabrics, such exquisite colors are practical only if you guard them from two enemies. The first danger is rubbing with cake soap. Rubbing destroys the rich, soft sheen of silks and chiffons. The other menace is the destructive alkali contained in so many soaps -- regardless of whether they are flakes, chips or cakes. Alkali fades colors and weakens the sensitive silken fabrics -- may cut their life in half.

With Lux you avoid these destructive foes of silks and chiffons. trust your precious new dresses only to Lux -- anything else is a risk. The rich, bubbling Lux suds cleanse without harmful rubbing. The tissue-thin Lux diamonds contain no harmful alkali. Any fabric that is safe in water alone Lux leaves bright and unfaded, as beautiful as new. 20,000,000 women use Lux to keep their precious fine things ever lovely. Lever Bros. Co., Cambridge, Mass."