During this time of year you can’t go anywhere without running into at least one Santa Claus a day. The mascot of Christmas, Santa seems to represent all that is joyous about the holiday season and the good cheer. This made me wonder how Santa Claus’s outfit evolved.
The first image of modern day Santa was created in 1863 by cartoonist, Thomas Nast. In a piece for Harper’s Weekly called “A Christmas Furlough,” a rotund St. Nick is giving presents out to what look like Union soldiers. However, the red costume had yet to be born. That took 18 years and another Nast drawing called “Merry Old Santa.” However, an Australian artist, Frank A. Nankivell for a 1902 cover of Puck, created the illustration that is the closest to the Santa we have come to know and love. Not only is Santa in his jolly, red suit but also he is wearing the matching red hat.
Frank Baum, Norman Rockwell and others helped popularize the image of modern day Santa Claus but the Coca Cola Company in its advertisements throughout the 1930’s turned Santa into a superstar. Prior to Coke, White Rock Beverages used Santa to help sell mineral water and ginger ale. After a few false starts in the 20’s, Coca Cola hired Haddon Sundblom who went to illustrate Santa for the beverage giant until 1964. While these advertisements changed over the years, Santa and the product he was selling, Coke, became a smashing success.
Beyond Coca Cola and the commercialization of Christmas, Santa Claus is still a hero to many children out there and a symbol of the holiday spirit. While St. Nicholas may have been a historical religious figure, Santa with his long beard, belly and bright red outfit have evolved into one of the most iconic and fabled characters of all time. I wonder if Nast knew way back when that he was creating a legend.
