[Ads-l] Antedating fashion-forward

[ADSGarson O'Toole]

JL recently posted about "plant-forward diet" which reminded me of
"fashion-forward" .

The OED has an entry with the first citation in 1948. The
Merriam-Webster website states that the term was used in 1937. Further
below I present a citation in 1930.

[Begin OED excerpt]
fashion-forward ADJECTIVE
Designating clothing, a person, etc., at the cutting edge of fashion.

1948 Our own nylons in our own Bel-Air package..aristocratic, a
product of nylon dreams..exclusive and fashion forward.
Los Angeles Times 26 July i. 16 (advertisement) Citation details for
Los Angeles Times
[End OED excerpt]

[Begin Merriam-Webster excerpt]
https://www.merriam-webster.com/dictionary/fashion-forward
fashion-forward adjective
conforming to, attuned to, or characterized by the latest trends in fashion
. . .
First Known Use 1937, in the meaning defined above
[End Merriam-Webster excerpt]

Date: November 14, 1930
Newspaper: Illinois State Register
Newspaper Location: Springfield, Illinois
Article: Advertisement for Reptile Pumps from Bentley's
Quote Page 14, Column 2
Database: GenealogyBank

[Begin excerpt]
Just received! A selection of these fashion-forward Stylecrest Pumps,
that will sell like magic at $4.95. New high or medium heels.
[End excerpt]

Garson

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