100 Objects from Century of the Child

Advertisement for Gymbo School & Gym Shoes. 1930 This brochure advertising Gymbo shoes emphasizes the “absolute freedom” given to every part of the foot by the rubber-soled canvas shoes that were required for pupils in most British schools in the 1930s. With medical experts and educators endorsing the beneficial effects of physical activity on academic performance as well as general health, schools began to pay greater attention to nurturing children’s bodies through movement and exercise. Innovations in children’s clothing soon followed, with designs for activewear to accommodate this new emphasis on freedom of movement. Girls in particular benefited from the increased mobility and encouragement to participate in sport or dance that challenged conventional constructions of femininity. Learn more at MoMA.org/centuryofthechild

Advertisement for Gymbo School & Gym Shoes. 1930

This brochure advertising Gymbo shoes emphasizes the “absolute freedom” given to every part of the foot by the rubber-soled canvas shoes that were required for pupils in most British schools in the 1930s. With medical experts and educators endorsing the beneficial effects of physical activity on academic performance as well as general health, schools began to pay greater attention to nurturing children’s bodies through movement and exercise. Innovations in children’s clothing soon followed, with designs for activewear to accommodate this new emphasis on freedom of movement. Girls in particular benefited from the increased mobility and encouragement to participate in sport or dance that challenged conventional constructions of femininity.

Learn more at MoMA.org/centuryofthechild

10/14/12
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    as seen in MoMA’s excellent Century of the Child: Growing by Design, 1900–2000 exhibit
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moma  Century of the Child  cotc  child  kids  art  design  school 

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Get your daily dose of design from the MoMA exhibition Century of the Child: Growing by Design, 1900–2000. During each of the 100 days of the exhibition we will showcase an object featured in the show.

To find out more about Century of the Child visit MoMA.org/centuryofthechild.

Purchase the exhibition catalogue on MoMAStore.org or get the digital edition for the iPad on iTunes.

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