It was during the 1950s that the first books and academic articles on Welsh costume appeared. In 1942, the album that contains the watercolours of costumes which Augusta Hall (Lady Llanover) may have commissioned was given to the National Library of Wales, and in 1951 they published a slim volume on Welsh costume written by Megan Ellis. This included some of the prints derived from the watercolours, published for the first time since 1835. This and subsequent publications helped promulgate some of the myths about the costume. Certain writers dismissed the Welsh costume almost completely, suggesting that it was made up by Lady Llanover. It is likely that Iorwerth Peate’s articles [Peate, Iowerth C., Folklore Studies in Wales, Folklore, Vol. 68, No. 4 (Dec., 1957), pp. 471-473; Peate, Iorwerth, Article on Welsh traditions, The Advancement of Science, XV, 1958, p.91; Peate, Iowerth C., Gwerin, Volume 2, (1959), p. 104,] influenced his followers Ffrancis Payne, and others in this. They assumed that Lady Llanover had great influence on large numbers of women in Wales.
The Festival of Wales, 1957
Members of the Aberystwyth Town women’s Guild dressed up, some in traditional Welsh and other costumes, for the Festival of Wales, 1957. All but one of the Welsh hats are of felt.
Welsh costume, espeically the Welsh hat, was used in much publicity material produced by town, county, regional and National marketing organisations and by commercial companies who made a profit from selling souveniers.
‘Wonderful Wales – a Welsh Welcome’, a publicity booklet published by Valentine and Sons, 1950s, (Ceredigion Museum : 1993.34.36)
Tourists’ leaflet, ‘The Charms of Cardigan Bay Resorts’, c 1948 (Ceredigion Museum : 1994.36.1)
Anon, ‘This Lovely Land of Wales’, 1950s, (Ceredigion Museum : AYBG28). This photograph probably came from a stock produced for publicity purposes. The large cotton frilled ‘shawl’ is typical of the 1950s.
Anon, ‘Lovely Land of Wales / Dyma Gymru’, 1960 (Ceredigion Museum : 2005.48.2)