Between the Springmaid Sheets
CLOSED SEPTEMBER 8, 2013
The daring and controversial ad campaigns that rescued a st
ruggling textile business and made Springs Cotton Mills one of the giants of the indust
ry is examined in the NEW exhibit, Between the Springmaid Sheets.
This exhibit was curated by Winthrop University and tells the st
ory of Springs Mills, a st
ruggling enterprise in 1931 when dashing World War I flying ace Col. Elliott Springs inherited his father’s business. The brilliant and daring Col. Springs used racy images and innuendo-laced text to catapult his st
ruggling cloth business to prominence following World War II.
He began commissioning artwork depicting attractive young women as his “Spring Maids.” The ads were considered risqué at the time (and some st
ill are), but the controversy only promoted the product even more, and the legendary marketing savant rest
ored Springs Mills to prosperity by the 1950s. While the advertising indust
ry initially called Springs’s ads “degrading,” today his potpourri of risqué images, puns and double entendres are st
udied at major universities around the world.
Exhibit is Sponsored by: