Petticoat (magazine)
Petticoat was a British weekly magazine for young women which was published from 1966 until 1975, in London by Fleetway/IPC, printed in 40-page issues by Eric Bemrose in Long Lane, Liverpool.
Publication history
Launched by Honey magazine founder Audrey Slaughter at the height of the Swinging Sixties and subtitled "For the young and fancy free" on its original masthead, Petticoat responded to the emergence of a more liberal teenager and young woman. From 9 September 1967, it absorbed the City Magazines publication Trend, renaming itself Petticoat/Trend until it dropped the latter name about a year later. By this time, its slogan had changed to 'The New Young Woman’.Content
The magazine offered fiction, popular culture, fashion news featuring labels like Biba, Mary Quant, Foale & Tuffin and Bus Stop, and advice on love, sex, healthy eating, hair, and make-up, with plenty of full-colour photographs and Pop style monochrome line illustrations and typography. Petticoat promoted the Mod fashion of 'Swinging London'.Controversy
From the early seventies, Petticoat's "agony aunt" was Claire Rayner, whose advice on masturbation and promiscuity caused controversy, and who responded:"Just what is sex education? I can tell you first what I think it is not — and I base these judgments on the letters I handle each year from the adolescents who write to Petticoat magazine."