The Swim-Easy Girls On Their Way To Bard’s Bathing Beauty Contest In Pasadena 1926

This 1926 photo by Dickson & Thurber shows the Swim-Easy Girls on their way to Bard’s Bathing Beauty Contest at Bard’s Theatre in Pasadena, CA.

In an early example of cross product placement advertising, the bathing beauties are posing on and alongside a Hertz rent-a-car.

As the sign on the car says:  Hertz Driv-Ur-Self Why Don’t You Stations.

If you are wondering why they are called “Swim-Easy” girls, it’s because that’s the name of the swimwear brand.

The public was encouraged to enter the the week long beauty contest running from October 3-9, 1926.  But the public would be facing stiff competition. 40 of the girls entering the contest were from the ranks of the various motion picture studios. Three winners would get loving cups. Runners-up would receive a free bathing suit.

An unnamed movie studio offered a one week movie contract with a permanent extension if the grand prize winner made good.