Measurements: approx. 2 1/8 x 5 1/8 inches
Product/Business/Organisation: Thomas Ratcliffe & Co. Ltd., Mytholmroyd, Yorks.
Publication: Weldon’s Ladies Journal November 1944
Condition: In decent condition. Please check our images.
Internal notes: QC passed

This 1944 print advertisement for Moderna Blankets by Thomas Ratcliffe & Co. Ltd. speaks to a time when even the thought of post-war comfort was something to look forward to and save for. With a tagline that promises “Blankets & Blankets”, it’s clear the brand wanted to set itself apart, offering not just any blankets, but ones designed for the post-war “dream home”. Moderna blankets promised a return to quality and style, a nod to the warmth and cosiness many yearned for during the harsh years of World War II.

The ad emphasises the use of “pure lamb’s wool” in a range of “loveliest pastel shades”, designed to harmonise with fresh home decor and colour schemes. It suggests that even in times of scarcity, there was hope and anticipation for a time when homes would once again be a place of beauty and peace. The emphasis on unshrinkable wool without the “new-blanket odour” reflects a meticulous attention to quality and comfort, giving buyers the sense that these blankets would be worth the wait.

For collectors and historians, this advertisement is more than just a product promotion; it’s a reminder of the resilience of daily life during wartime. Thomas Ratcliffe & Co. Ltd.’s commitment to quality blankets despite the difficulties of the era shows how companies aligned their messages with the emotional needs of a nation in turmoil. Each preserved piece like this ad reflects a culture’s yearning for normalcy and beauty amidst hardship, making it a treasured artifact of both industrial and social history.

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