Petite and blonde, Sandra Dee inspired girls across the country to imitate her style. In Imitation of Life, Sandra's character wears a graduation dress designed by Jean Louis. To promote ticket sales, Universal ran ads telling mothers they could get a free sewing pattern of the dress if they sent in two tickets to the film. In the first month, the studio gave out fifteen thousand patterns and soon had to stop because they couldn't meet demand.
From The Bad and the Beautiful, by Sam Kashner and Jennifer Macnair.
Fifteen thousand? How come I've never seen or heard of one before now? A mystery. Anyone else seen one? I've looked all over for an image or scan … I might have to go hit the library and start flipping through old fashion mags from April 1959. (Oh, don't throw me in that briar patch …)