Surfers Paradise, Australia
By ‘Ivy Hassard’
This beach cover-up is made from tie dyed batiste cotton with cotton robe bias cord trim.
By 1947 Ivy Hassard began her first fashion business—the Exclusive Frock Salon—and in doing so paved the way for Surfers Paradise as a fashion destination. Hassard developed a sophisticated aesthetic across daywear and eveningwear, and soon counted many Sydney and Melbourne women among her clients. Word of her elegant designs spread quickly and she became an integral part of the increasingly cosmopolitan Surfers Paradise scene.
In 1954, she staged the first ever fashion show on the Gold Coast, held at the Surfers Paradise hotel. The Courier Mail covered the parade, recognising its importance for the development of the local fashion industry. Their article made the claim that Hassard, along with collaborating designer, John Dolby, “will make a bid to establish Surfers Paradise as the beach fashion centre for Australia — as Capri is for the Mediterranean”. Hassard’s glamorous designs were shown on a group of young Sydney models, including iconic Australian model June Dally-Watkins.
Success was rapid for Hassard; in less than ten years she had become a fixture, not only on the Gold Coast, but within the Australian fashion field.
Sourced from and for other excellent information about fashion in Queensland: http://thefashionarchives.org/?p=3234