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Page 2 The Antique Shoppe March, 2018
Midwinter Stylecraft launch. She did not design the shapes (that
Continued from Page 1 was the work of co-director William Lunt) but was
responsible for some of the most successful patterns.
“They are better manners, more truly Primavera, for example, has painted abstract plants
gracious, because they are sincere.” This rosy and flowers. It only looks improvised; Tait put a lot
view of human nature was further expressed in of effort into balancing motifs and getting the colors
pronouncements against “the code of snobbish just right. The plaid Homeweave was made in many
manners” and “the dictatorship of etiquette that colors. The minor variations in the painted decoration
stifles individuality.” Condemned, too, was “the are compatible with the artisan theme. Other launch
entire fiction of ‘gracious living’” that was (it patterns, like Pussy Willow, were based on lithographs
went without saying) “a cruel charade.” that Midwinter bought from a local firm. It was up to
The Wrights’ program for non-hierarchical Tait to arrange the lithographs and choose the hand
socializing emphasized “co-operative meals” detailing—the borders, gilding, or banding—that
framed the decoration.
(buffets and potlucks) and “co-operative Tait was not the only Stylecraft designer. One
cleanups,” with guests chipping in. The place of Midwinter’s bestselling patterns, Riviera, was
settings were to be limited to the bare minimum. based on the drawings of Hugh Casson, a prominent
Plates for bread, butter, and salad were superfluous, architect and artist. Riviera was launched in 1954,
and using mugs obviated the need for saucers. Even ten years after Allied forces liberated France from
better: Stick to paper plates and napkins (“solid ↑Don’t forget the sauceboat! In postwar England, even informal German occupation. There is no hint of that terrible
color” ones, they specified). While these ideas were table settings deployed a range of serving dishes and neatly time in the idyllic scenes of cafés and beaches that
taking root in open plan houses across the country, arranged cutlery. (Advertisement for Capri by Jessie Tait for were enameled and transfer-printed on the modern-
Californians, in particular, were praised by the Wrights Midwinter. Photo: Bulthaup, London, www.bulthaup.co.uk) but-not-too-modern Stylecraft dishes.
for their “willingness to disregard tradition and try Stylecraft is sometimes used generically to describe
anything new.” all Midwinter production from the 1950s. In fact,
Roy Midwinter’s impressions of the west coast are unknown. Certainly, he saw the company launched a second, even more influential line in 1955. The Fashion line
potential in the dishes. He shipped home a study collection. Six months later, in 1953, resembles more closely the wares Roy Midwinter shipped home from California.
Midwinter Pottery came out with the Stylecraft line. It was an immediate success and Swooping curves were in and sturdy angularity was out.
soon accounted for 60% of the company’s sales. Wartime restrictions were lifted, so Gone was the plate rim—a loss for the husband accustomed to putting a daub of
British shoppers were free, for the first time in many years, to buy more than utility mustard there. Other modifications included replacing the stumpy spout with a straight
wares. attenuated one and replacing the bracket handle with a high looping one. Solid colored
While Stylecraft was inspired by American design, certain changes were necessary. pieces were paired with patterned ones.
The Stylecraft shapes tended to be boxier than the American models. It was the English Some Fashion patterns were reworked Stylecraft favorites. Riviera, for example,
custom to put the condiments on the rim, so Midwinter retained this feature on the plate. was spruced up and renamed Cannes. While Stylecraft Riviera has a soft honey glaze,
There were surface differences, too. Pattern, not solid color, was the decoration. Fiesta, Fashion Cannes has a stark white ground. And the Cannes cups have a turquoise exterior;
Hawaii, and Tropicana—the pattern names are redolent of the sunny, vagabond life— the Riviera cups are decorated with a striped umbrella and flower boxes.
were applied to dinnerware and tea services. But the very best patterns were specially conceived for the Fashion line. Zambesi,
The chief designer was Jessie Tait, who was in her mid-twenties at the time of the which Tait designed in 1956, is probably the most sought-after Midwinter pattern: A
black-and-white tribal motif, with the handles and hollowware interiors in red. Another
Tait classic is Cuban Fantasy, which reflects Cuba’s reputation as a raffish resort
Vintage Finder’s NORTH PORT island.
Patio is a jokey takeoff on the American taste for al fresco entertaining. The patio
Warehouse “llc” was a staple of American decorating magazines, which ran frequent features on its
 Dean & Diane Castellano VFW furnishing and use. The concept never really took off in overcast England. What does the
 75 English patio look like? According to Tait, it is a mosaic of grey, black, and white, with
1075 Innovation Avenue a scattering of drab green and sunshine yellow.
Unit 106 It was at this time that Terence Conran began designing for Midwinter. Conran
North Port, FL 34289  75 designed Nature Study, which was one of six patterns developed for the Fashion launch.
941-228-8112 Nature Study consists of printed black sketches of plants and insects on white ground.
941-228-7804 The accompanying hollowware is black with a semi-matte glaze. In the same spirit is
Priced to Sell Conran’s Plant Life, which appeared in 1956. The most common version of this pattern
& Dealer Friendly has sketchy green plants in terracotta pots.
Stylecraft, which only a few years earlier had been the last word in English
contemporary design, now seemed old fashioned. “Established successes which continue
Exclusive Retailer
Dixie Belle Paint in great demand” read one optimistic Stylecraft advertisement that ran after the Fashion
www.vintagefinderswarehouse.com launch. Some Stylecraft patterns lingered on in production into the 1960s.
vintagefinderswarehouse@yahoo.com
Continued on Page 18

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