Sixteen 'Stylecraft' 'Midwinter Modern' side plates, Staffordshire, 1960s

Gary Grant, London.

Part of a range titled ‘Stylecraft Fashion Tableware’, this release was adapted from the 1953 collection ‘Stylecraft Tableware’. Inspired by industrial ceramic designs emerging in North America, Midwinter adopted the US taste for rimless ‘coupe’ plates. Owner of the company, Roy Midwinter, commissioned internal and external designers to create patterns that would appeal to modern consumers. Among the most popular of these was the black and white striped Zambesi pattern created by in-house designer Jessie Tait. Another contributor was now Terence Conran whose black and yellow Chequers pattern remains collectable and is present in this group.