The jolly figure in a bright red suit is an unquestionable symbol of Christmas today. However, this iconic image of Santa Claus is a surprisingly modern invention, with the festive gift-giver historically appearing in a very different colour palette.
The Many Colours of Father Christmas
Throughout much of British history, particularly during the Victorian era, Father Christmas was not depicted in crimson. He was most commonly shown wearing a green suit, reflecting his older, more pagan associations with the life and renewal of midwinter. Historical records and Victorian Christmas cards reveal he was also portrayed in white, yellow, and even blue robes.
This period also saw other traditions we would now find unusual. Simple gifts like fruit and nuts were common exchanges, while other Victorian innovations such as decorating Christmas trees and serving turkey for dinner have endured to the present day.
The Red Santa Revolution
The shift towards the now-universal red suit began in the early 20th century, but it was a specific advertising campaign that cemented the look in the public imagination. In 1931, the Coca-Cola Company, aiming to boost winter sales, sought to reinvent Santa as a warmer, more wholesome figure.
The company's advertising agency, D'Arcy, commissioned American illustrator Haddon Sundblom to create a series of festive adverts. Sundblom, who used a retired salesman friend as his live model, painted a portly, cheerful Santa in a vibrant red coat trimmed with white fur.
These adverts ran from 1931 until 1964, appearing on billboards, posters, and calendars. They showed Santa delivering gifts, reading children's letters, and enjoying Coca-Cola, powerfully associating the red-suited figure with festive joy. The campaign was so successful that Coca-Cola's marketing imagery is widely credited with standardising the modern image of Santa Claus.
Ancient Roots of a Modern Icon
While Coca-Cola popularised the specific look, the figure of Santa himself is a composite of centuries of folklore. His origins trace back to 4th-century bishop Saint Nicholas, the patron saint of children.
The modern Santa is a blend of this saint, the Dutch figure of Sinter Klaas, and the English Father Christmas, a personification of the season dating from at least the 15th century. Some historians even suggest elements like his long beard and winter travels were influenced by legends of the Norse god Odin, whose myths spread during the Viking invasions of Britain from the 8th century onwards.
Ultimately, the story of Santa's red suit is a fascinating tale of how ancient traditions, Victorian customs, and 20th-century commercial marketing combined to create one of the world's most recognisable icons.
