The New Hat by Norman Rockwell

Norman Rockwell
1894-1978 | American

The New Hat

Signed "Norman Rockwell" (lower right)
Oil on canvas

Few artists have ever captured the heart and imagination of America quite like Norman Rockwell. This painting, entitled The New Hat, is a masterclass in his iconic storytelling and vibrant technique. Created for the cover of Top Value’s 1969 Family Gift Catalog, Rockwell elevates a simple household item into a heartfelt celebration of childhood joy.

The New Hat perfectly embodies Rockwell’s signature charm. It captures a tender moment as a young girl tries on a new hat, proudly admiring her reflection in a handheld mirror. Her mother gently places the hat on her head with pride—a simple yet powerful portrayal of shared joy and connection. Rich in lifelike detail, the scene feels intimate and familiar, showcasing the emotional depth that defines Rockwell’s work and reflects the essence of American life.

In the mid-20th century, trading stamp programs captivated American consumers, offering rewards for loyalty in the form of redeemable merchandise. Top Value, a young and ambitious company, sought to stand out by crafting an identity that radiated wholesome values and good-natured humor. This pursuit led them to Norman Rockwell, who would create the beautiful covers of Top Value’s stamp redemption catalogs for nine consecutive years—bringing the company into homes across America.

Much like his iconic Saturday Evening Post covers, Norman Rockwell’s Top Value catalog covers have become treasured collectibles celebrated for their nostalgia and artistry. Rockwell’s unmatched ability to find meaning in everyday moments earned him immense acclaim, culminating in the Presidential Medal of Freedom in 1977, the highest honor for an American citizen. His art, rich with detail and emotion, expresses the essence of the American spirit and continues to be profoundly moving to this day. Rockwell’s work is featured in prestigious institutions, including the Smithsonian Museum of American Art in Washington D.C., the Metropolitan Museum of Art and the Norman Rockwell Museum in Stockbridge, MA. 

Painted 1969

Canvas: 16 1/2" high x 14" wide (41.91 x 35.56 cm)
Frame: 32 1/2" high x 30" wide x 3" deep (82.55 x 76.20x 7.62 cm)

Provenance:
Top Value Enterprises, Inc., Dayton, Ohio
Private Collection
Sotheby's, New York, 4 December 1986, lot 345, consigned by the above
Private Collection, acquired at the above sale
Private Collection, acquired from the above in May 2006
M.S. Rau, New Orleans

Literature:
Donald Robert Stoltz, Marshall Louis Stoltz and William F. Earle, The Advertising World of Norman Rockwell, New York, 1985, p. 191, illustrated in color
Laurie Norton Moffatt, Norman Rockwell: A Definitive Catalogue, vol. I, Stockbridge, Massachusetts, 1986, no. A805, p. 554, illustrated
Kevin Rivoli, In Search of Norman Rockwell's America, New York, 2008, n.p., illustrated