The Retroist

The Retroist

Share this post

The Retroist
The Retroist
Swimwear! – Wendy’s Soviet Union Fashion Show
Copy link
Facebook
Email
Notes
More

Swimwear! – Wendy’s Soviet Union Fashion Show

Retroist's avatar
Retroist
May 31, 2007
1

Share this post

The Retroist
The Retroist
Swimwear! – Wendy’s Soviet Union Fashion Show
Copy link
Facebook
Email
Notes
More
Share

“Where’s the beef?” was one of the greatest catchphrases to come out of the 1980s, but like all good things, it eventually has to run its course. Wendy’s fumbled around afterward, trying out different ad campaigns that would capture the same magic as the Clara Peller-centric ads. Eventually, they would settle on Wendy’s founder Dave Thomas (who I met once) as their spokesman, but before that, they created this gem, that as a kid I always referred to as “Swimwear!”

Created and directed by the legendary Joe Sedelmaier. Who not only directed this amazing commercial but many other well-known and lauded commercials including FedEx’s “Fast Talking Man” ads and the Wendy’s “Where’s the Beef?” ads.

The actor playing the fashion model is Lily Monkus. Monkus was 38-years-old when she landed the role of one of the models in the commercial. When shooting started and Monkus took to the stage, it was decided that she would play all the models. According to Monkus, “I got up there, and I never came down.”

“I love the Wendy’s Lady. She may not be beautiful in the way that we view it, but in this particular arena, she was the top banana. All eyes were on her.”

Lily Monkus

Monkus sadly passed away in 1999. In addition to being a drama teacher, she landed some great reviews for her theater working during her too-short career. You might also remember her from her roles in The Fugitive (1993) and Henry: Portrait of a Serial Killer (1986)

The commercial features a drab Iron Curtain fashion show where everyone wears the same gray drab outfit, but each time it gets a different label. This cracked me up every time it was on and in the halls of my school people were prone to scream in mock Russian, a catchphrase that needs to be remembered “Swimwear!”

Watch this commercial gem and judge for yourself.


Subscribe to The Retroist

Launched 4 years ago
A Retro Podcast, Blog, and Newsletter.
1

Share this post

The Retroist
The Retroist
Swimwear! – Wendy’s Soviet Union Fashion Show
Copy link
Facebook
Email
Notes
More
Share

Discussion about this post

User's avatar
The Mystery Of The Red Quarters…Solved!
Did you ever find a quarter painted red and wonder if that red served a purpose? It does.
Feb 11, 2017 • 
Retroist
45

Share this post

The Retroist
The Retroist
The Mystery Of The Red Quarters…Solved!
Copy link
Facebook
Email
Notes
More
6
Remember when Mickey Mouse decided to commit suicide?
Unless you lived in the 1930s or are a fan of vintage comic strips you might not be aware of the attempted Mickey Mouse suicide.
Aug 30, 2017 • 
Retroist
9

Share this post

The Retroist
The Retroist
Remember when Mickey Mouse decided to commit suicide?
Copy link
Facebook
Email
Notes
More
Monkey’s Blood (Mercurochrome) for those boo-boos
Remember when you were a kid, and you would were out roughhousing with your friends.
Oct 23, 2019 • 
Retroist
4

Share this post

The Retroist
The Retroist
Monkey’s Blood (Mercurochrome) for those boo-boos
Copy link
Facebook
Email
Notes
More
2

Ready for more?

© 2025 Retroist
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share

Copy link
Facebook
Email
Notes
More

Create your profile

User's avatar

Only paid subscribers can comment on this post

Already a paid subscriber? Sign in

Check your email

For your security, we need to re-authenticate you.

Click the link we sent to , or click here to sign in.