WWD Time Capsule: ‘Distressed’ Jackie Kennedy Corrects the Record on Her Shopping Habits

WWD knew that Jacqueline Kennedy would be a fashion influencer before she step into her role as first lady of the U.S. Always careful of her image in the press, and acknowledging her readership of the daily, when WWD made a few mistakes on her fashion choices, Kennedy sent a letter to correct the record on Jan. 13, 1961.

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Below, a reproduction of Kennedy’s letter sent to WWD.

Letter to the Editor:

I write to you at the suggestion of Mrs. John F. Kennedy regarding several erroneous articles about her clothing which have appeared in Women’s Wear Daily over the past few months.

On July 13, 1960, you published a number of sketches of clothes with a story stating they were ordered by Mrs. Kennedy from various Paris couturiers. I am sure you will want to know the true facts and to publish them. Of the nine costumes sketched only three were ordered by Mrs. Kennedy — all from Givenchy, and at least two of the designers you mentioned are unknown to her.

In the case of Grès, Mrs. Kennedy has never owned a dress by this designer nor seen a Grès collection or sketch. The Givenchy coat — sketch number one — was ordered not by Mrs. Kennedy but by her sister who lives in London. The suit by Cardin is one she [has] never seen; it has been several years since she saw Cardin clothes.

After the election, you republished the inaccurate Grès sketches and several other erroneous items about post-election purchases, supposedly made by Mrs. Kennedy.

1. You stated that Mrs. Kennedy has ordered five dresses for inaugural events from Bergdorf Goodman. She has ordered no dress there but her costume for the inaugural ball.
2. You said that she was ordering hats and furs and had said to Maximillian that she would be in to buy furs after the birth of her baby. Mrs. Kennedy’s last purchase from Maximillian was five years ago and she does not plan to [purchase] any more furs.
3. The mink hat you sketched from Mr. John, as having been bought recently, was purchased three years ago.
4. You stated that Mrs. Kennedy was ordering hats from Paulette. She has never ordered a hat from that designer nor been in her establishment.
5. You stated that Mrs. Kennedy had ordered clothes from Maggy Rouff.  She has never owned a dress by that designer nor seen a collection or a sketch.
6. The two sweaters you said Mrs. Kennedy had ordered from a Boston store were ordered last spring.
7. The Bonnie Cashin overblouse from Henri Bendel was purchased not for Mrs. Kennedy but as a present for a friend.
8. On Dec. 29, you published a sketch by Bob Bugnand under the headline, “Ensemble From Paris for Jacqueline Kennedy .” Mrs. Kennedy did not order this dress especially made for her. She mentioned, in October, to Mr. Bugnand that if the model ever went on sale, she might be interested in buying it for something to wear after the birth of her baby — and she has since canceled her order.

Mrs. Kennedy realizes that the clothes she wears are of interest to the public, but she is distressed by the implications of extravagance or over-emphasis of fashion in relation to her name by firms from whom she has not bought clothes.

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For the next four years, Mrs. Kennedy’s clothes will be by Oleg Cassini. They will be designed and made in America. She will buy what is necessary, without extravagance — and you will often see her photographed in the same outfit.

Should you wish to obtain sketches of these clothes Mr. Cassini will cooperate with you and release the sketches.

Should you receive a report that Mrs. Kennedy has ordered clothes not by Mr. Cassini, I would appreciate it if you would call me, and I will give you a prompt and accurate answer.

Sincerely yours,

Letitia Baldrige

Social Secretary to Mrs. Kennedy

Research by Tonya Blazio-Licorish

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