LE YACHT DE LA ROUTE AND BIKINIGIRLS

In the summer of 2007 my dad discovered by chance in France this unique Réard in the garage of a widow. This particular car was the advertising vehicle of Louis Réard, the inventor of the bikini. http://crankhandleblog.com http://crankhandleblog.com http://crankhandleblog.com

Réard commissioned coachbuilder Henri Chapron to design a ship-like car. It is a nice story to tell, because we own two Delahayes with Henri Chapron coachwork. Originally this very special coachwork of Henri Chapron was built on the chassis of a 866 Hotchkiss, but the engine was not strong enough for the heavy car. Therefore the chassis was later replaced by that of a Packard Super Eight from 1937. Thereby the steering wheel was moved from the right to the left. The photograph blow shows the Hotchkiss version of the road yacht.

http://crankhandleblog.com

http://crankhandleblog.com
Louis Réard was an automobile engineer from Paris, until he also started to design swimwear in the early forties. In 1940 he had taken over the lingerie business from his mother. His creative mind came up with the ingenious idea of ​​designing a two-piece swimsuit. It was because he noticed that on the beaches of St. Tropez, the ladies constantly rolled up the ends of their swimsuits to get better tanned by the sun.

http://crankhandleblog.comIn May 1946, Jacques Heim came up with the smallest swimming suit in the world, the “Atome”, a two-piece swimsuit that was just big enough to cover the navel. To promote his design, he hired skywriters to advertise above the French Riviera his ‘smallest swimsuit in the world’. Réard immediately reacted with his design, in an attempt to defeat Heim.

The end-result was the bikini, four triangles made from only 30 square inches of fabric with a newspaper print on it. Réard responded with his bikini as ‘smaller than the smallest swimming suit in the world’. Réard called the swimsuit after the Bikini Atoll, where nuclear tests by the French took place. The reason why he chose this nam e, kept the  shrewd inventor for himself. Probably because it was supposed to have the same kind of impact as the explosion of an atomic bomb. It was also a time when the word atom was getting a lot of interest.

The launch of the bikini did not go entirely smooth, because no model wanted to show such an inappropriate attire. So the resourceful Réard eventually hired the 19-year-old nude dancer Micheline Barnardini of the Casino de Paris. Was it a coincidence that the name Bernardini rhymes with bikini? It sounds like even that had been thought of. On July 5 1946 Réard introduced the bikini to the media at Piscine Molitor, at that time a public swimming pool in Paris. Réard’s bikini was controversial because it was the first swimsuit that kept the navel uncovered.http://crankhandleblog.comIn many countries the bikini was banned on beaches and in public places. It was only once movie stars started to wear bikinis in films that this trinket was slowly incorporated into our culture. Réard was a clever adman and to give the bikini maximum publicity he commissioned to build a striking advertising vehicle, which looked like a road yacht. The design, created by Henri Chapron, was absolutely stunning with a real bow, boat cabin with portholes and a rear deck with the mast of a boat, where the mannequins were showing off the bikini to the general public. On the roof was a large boat-searchlight and a large triangular flag with ‘MAILLOT DE BAIN REARD, 9 AVENUE DE L’OPERA’. On the back of this road yacht it said ‘REARD le Premier Maillot de Bain du Monde’. In the adjoining photos you can see that over time the ‘road yacht’ has seen quite some changes. http://crankhandleblog.com

During the late forties and the fifties, the extravagant ‘Réard’ toured a lot, inter alia, several times with the Tour de France. The mannequins in bikini caused quite some commotion in many prudish French villages. In the fifties the Packard also won an advertising prize. When my father saw the car for the first time in 2007, it was still in exactly the same condition as in the fifties. Nothing was missing, even not the flag on the roof. The car was still in pretty good condition. In the eighties (1987), the extraordinary ‘Réard’ was shown at Retromobile and after fell into oblivion. http://crankhandleblog.com

Written by Rosemarijn Atalante Veenenbos

10 thoughts on “LE YACHT DE LA ROUTE AND BIKINIGIRLS

  1. Thank you Rosemarijn, very interesting article. Do you know where the Réard car is now ?
    Best Regards
    Richard Emanuel

    Liked by 1 person

      1. Excusez-moi, mais je n’ai pas permission de sa proprietaire de vous le dire. Lessaiz-moi votre adresse courriel pour l’eventualite que la situation se change.

        Like

  2. Bonjour, félicitations pour votre blog!
    J’ai particulièrement apprécié votre article sur la Réard, car il se trouve que nous sommes collectionneurs de lingerie et balnéaire vintage et nous possédons plusieurs Bikinis Réard.
    Nous avons d’ailleurs fait le 5 Juillet dernier un défilé de bikinis et maillots de bain vintage à la Piscine Molitor, là où a été présenté pour la 1ère fois le Bikini Réard en 1946.
    Comme nous sommes en train d’écrire un livre sur Louis Réard et le Bikini, nous cherchons de vraies informations sur le sujet. J’ai cru comprendre que la personne qui possédait la voiture ne souhaitait pas communiquer, mais pensez-vous que par votre intermédiaire, nous pourrions obtenir des renseignements où une interview de cette personne qui pourrait nous raconter, de manière anonyme, comment elle est rentrée en possession de cette voiture et si des photos seraient réalisables?
    Nous avons recueilli de notre côté des informations qui pourraient vous intéresser ou intéresser cette personne…
    Je vous laisse le lien de notre blog où vous pourrez voir que nous nous intéressons au sujet. Tous les renseignements ne sont pas dessus afin de les garder pour le livre qui sera édité, mais il y a déjà une base…
    http://nuitsdesatin.com/2015/07/14/swimsuit-fashion-show/
    http://nuitsdesatin.com/2015/05/22/le-bikini/
    Je vous remercie pour votre retour, je vous laisse mon mail personnel si vous souhaitez me répondre de façon plus discrète : ghislaine.rayer@free.fr
    Je crois que vous parlez Français, mais si vous préférez un échange en Anglais, il n’y a pas de problème.
    Bien à vous. Ghislaine Rayer

    Liked by 1 person

    1. Interesting blog you have as well! Very nice to see that you noticed my article. Look forward to see yr book, feel free to mention CHB or my name Rosemarijn Atalante Veenenbos in your book : )

      Like

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