Category Archives: 1920s

Less Familiar Designers of the 1920s: Jenny (Part 2)

Red and white tennis dress by Jenny, sketched for Delineator by Leslie Saalburg, February 1927.

Jenny in the 1920s

Jeanne Adele Bernard (married name, Jeanne Sacerdote) worked as “Jenny” — an oddly British sounding name. (There were other designers in Paris named Bernard.)  The name “Jenny” became as well known as “Georgette” or “Lucile.” She had been hugely successful in the late 1910s, and she adapted to the 1920s just as well.

Afternoon gown by Jenny, photographed by O’Doye for Delineator February 1924.

Do check out this luxurious evening coat by Jenny, sold by Carolynforbestextiles.com. Amazing 1920’s colors. Simple — but dazzling — is this mid-twenties dress from Jenny:

Evening dress by Jenny, 1925 to 1928; courtesy of the Victoria and Albert museum.

The Peabody Essex Museum has a superb Jenny evening dress circa 1926, more elaborate that the one above and photographed on a mannequin. Click here.

Jenny combined both ivory and black lace with black satin and a beaded belt on this very feminine gown, sketched for Delineator, April 1924.

What struck Delineator’s editors was the full sleeves,  “which have been neither seen nor heard of for evening for several seasons.”

Ivory lace tops the off-the-shoulder bodice [how did that work?] and peeks out from below the black lace skirt. Bare arms were standard on evening dress in 1924.

This sleeveless Jenny design from 1926 has the low armholes and bare arms expected in formal evening gowns.

Jenny’s ruffled evening frock in pink taffeta trimmed with turquoise ribbons; matching cape trimmed in turquoise ribbon and feathers. Sketch in Delineator, July 1924.

In 1924, Jenny was not afraid of the play of patterned fabrics and severely geometric details:

A three piece suit from Jenny; the cashmere printed crepe de Chine “blouse” is a tunic almost reaching the hem of the coat, which is shorter than the long gray skirt. In Delineator, April 1924.

Jenny suit, 1924. The applied trim is bands of self-fabric. See the book Classic French Fashions.

This Jenny ensemble puts a 7/8 length beige coat over a beige, rose, and green plaid dress. The plaid also trim the coat. Delineator, July 1924.

When the very narrow “tubular” silhouette came in, Jenny was ready:

Two long, narrow “tubular” coats by Jenny, illustrated in Delineator in September, 1924.

In 1925, one of Jenny’s designs was this coat and dress ensemble. Her hems were rising rapidly, but she went against the tide with this very high collar, and a dress trimmed with tiny gold buttons.

Jenny puts this green velvet coat over a dress of rose-beige crepe de Chine, trimmed with hundreds of little gold buttons. Delineator, September, 1925.

1926 shows Jenny still among the top-ranked couturiers:

Three couture ensembles from Delineator, June 1926. Jenny shows a short flared coat over a “just to the knees” dress.

Earlier in the 1920s skirts tended to be straight in back; now these are flared all the way around.

Jenny again catches the mode: a bloused top. Sketched for Delineator, September 1926.

A very bare evening dress with a flared skirt. It was orchid pink crepe satin embroidered with pink pearls. Jenny design, sketched for Delineator, January 1926.

Evening dresses by Jenny and Chanel, Sketched for Delineator, February 1927.

There are a lot of 1960s’ and 70s’ “Twenties” costume dresses out there, covered with tiers of fringe, but this is what beaded fringe looked like in the hands of a couturier like Jenny; on a pink dress, a deeper pink “fringe of crystal beads that touch it with rosy frost.”

Beaded fringe in geometric patterns on an Art Deco evening dress by Jenny, Delineator, February 1927.

Top of beaded dress, Jenny, 1927. I like the way beaded fringe partly covers the deep V neckline — it’s subtly sexy.

I’m not as impressed by every one of her 1927 creations, although closer study usually reveals a little extra creativity. (Remember these are just a tiny fraction of her output.)

Left, Jenny, for evening; right Vionnet day dress. From Delineator, August 1927.

This black and white (?) satin dress comes with a heavily sequinned black chiffon bolero. Jenny in Delineator, October 1927.

Her more tailored coats and suits really are wonderful, with many subtle touches.

One-button suit by Jenny, illustrated in Delineator, June 1927.  The button suggests “a high waistline,” the style of the 1930s, which was just starting to appear.

Lovely lines and pocket detail on the left; astrakhan (unborn lamb) is used on the collar and — unexpectedly — on the back skirt of the coat at right. [Photo distorted by the curvature of the page.]

Her very flared, collarless 1927 coat is a fore-runner of 1940s’ and fifties’ styles.

If you can ignore the scarf, this is a coat decades ahead of its time, from the “Swing” of its flare to the curved seams running into the pocket; note the curved detailing on the cuff. Illustrated for Delineator, May 1927.

It’s quite a change from the tubular coats she made in 1924! Just three years had passed.

Two long, narrow “tubular” coats by Jenny, illustrated in Delineator in September 1924.

In 1928, Delineator was still enchanted with Jenny’s flower-printed underwear, which she had been showing since 1917, or possibly earlier.

Poppy printed chemise by Jenny, in Delineator, April 1928.

In 1929, Jenny was showing asymmetrical fashions. These are dramatic and unusual.

These 1929 gowns from Jenny play with asymmetry and two-toned color schemes. Delineator‘s Paris report, November 1929.

The short satin gown is very unusual. I wish we could see all around it.

Where does the dark begin? Where does it end? What happens in the back? I don’t know.

By this time, Jenny was in her sixties. She continued making up-to-date gowns in the 1930s. Thanks to Elizabeth Handley Seymour’s desire to make and sell copies to her London clients, the V&A museum has a color sketch of a slinky, broad-shouldered Jenny gown, 1936.

Jenny was one of the couture houses that did not re-open after closing during World War II. For a time line of Jenny’s life, click here.

For French fashion illustrations of Jenny modes, visit the wonderful blog A la Recherche des Modes Perdues [lost] et Oublies [forgotten]. There is a search box and a language translator option.

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Filed under 1920s, 1920s-1930s, Coats, evening and afternoon clothes, Slips and Petticoats, Sportswear, Underthings, Hosiery, Corsets, etc, Vintage Couture Designs, vintage photographs

Less Familiar Designers of the 1920s, Number 1: Jenny (Part 1)

Evening dress by Jenny (Jeanne Adele Bernard Sacerdote) as sketched for Delineator, January 1926.

Some leading designers of the nineteen twenties have names that still sell fashion. Chanel comes to mind. Others were famous before and after the Twenties, like the House of Worth. Having a successful perfume brand helps: “Joy,” by Patou is still available. This is the first in a series about once-famous 1920s designers who are no longer well known.

Jenny (born Jeanne Adele Bernard, later Jenny Sacerdote) was ranked with those big names in the Twenties, but is not as well known today. I’ll be sharing a few of her designs, with links to help you find others.

These are merely a few of the designs by Jenny that were sketched for Delineator, *** and I do not have photos from every year between 1917 and 1930. Her ability to adjust to changes in fashion is admirable.  Born in 1868, she became famous in her fifties, showing 300 pieces in her collection of 1918.

Two sketches of couture by Jenny (Jenny Adele Bernard Sacerdote ) shows her ability to move with the times. Delineator, 1917 and 1927.

Left, a gown with a “tonneau” or “barrel” skirt — a fashion innovation from 1917. Right, a bare, narrow, fringed and beaded evening gown from 1927.

Jenny in 1917

Jenny was already being copied in 1915. The V&A collection has several color sketches of Jenny designs. London dressmaker Elizabeth Handley Seymour sketched hundreds of French couture gowns and coats which she was prepared to duplicate for her customers. She included this coat by Jenny, this evening gown, and this elegant afternoon or evening gown.

Jenny was such a “star” in 1917 that even her underwear collections were featured in “Reports from Paris.” She’s notable for her use of bright colors and print fabrics (!) in her lingerie:

This frothy undergarment was “sulphur-yellow ‘gaze’ trimmed with lace.” Delineator, August 1917.

On Jenny’s pink satin knickers, cream yellow lace is outlined with little roses or ‘cocardes’ [sic] of satin ribbon:

Doucet was a very well-established design house; Jenny is treated as his equal. Delineator, August 1917. Note the ribbon straps.

Print fabric lingerie by Jenny, 1917. Sketched for Delineator.

Jenny used “Flowered muslin in a quite indescribable design of white flowers outlined with pink on a blue background” for her pleated chemise, 1917. I remember how new and exciting print underwear was in the 1960s!

This pink chiffon Jenny dressing gown would have been called a “combing jacket” in an earlier era. (See “Peignoir.”)

A dressing gown by Jenny in Delineator, July 1917: “ruched pink chiffon over a pink satin skirt.”

Other Jenny designs from 1917 show that she had a sense of humor. She named this dress, amply trimmed with fur, “My hairy one.”

Jenny called this model “Mon Poilu” –“my hairy one.” Sketched for Delineator, December 1917.

However, her velvet skating dress seems a little impractical:

Jenny described this as a skating dress. Delineator sketch, December 1917. The tassels would be flying!

The coat below is actually sleeveless, worn over a matching gray silk dress. The geometric trim is stitching in green thread.

Short sleeveless coat over matching gray silk dress, green stitching. Jenny, sketched for Delineator, September 1917.

In June, 1917, Delineator showed a page full of couture designs which featured the new “barrel” silhouette. This was one from Jenny. Page 56.

Delineator claimed the barrel silhouette was chiefly the influence of Jeanne Paquin:

The barrel or tonneau skirt, sketched by Paquin’s own artist. Delineator, March 1917, p 56.

They look better to me when the model is sitting down.

Jenny created this dress for 1917. Delineator, March, p. 56. “Blue serge dress with eight box plaits over each shoulder. The square line at the neck appears in many of the new dresses.”

Left, a design by Jenny — in black satin under white chiffon embroidered with flowers — appears next to a design from the House of Worth. Delineator, March 1917.

I’m sure you could find many more Jenny designs: try searching for Delineator at Hathi Trust; select Journal, then choose a year, and search within the volumes you find. 1922 for example…

*** Note:  Butterick Publishing Company had offices in Paris, giving their pattern makers a chance to follow the very latest trends, which were reported on several times a year, often illustrated by Soulie. All the illustrations I’ll use in this “Less Familiar Designers” series come from Delineator‘s coverage. Caveat:  Pattern companies could sometimes buy couture items and copy them, but designers were not happy to be copied without any payment, so sketch artists attending fashion shows had to be quick and furtive, and sometimes had to work from memory. Read Fashion is Spinach, by Elizabeth Hawes for a sketcher’s real inside story.

Next: Jenny in the 1920s.

Tennis dress by Jenny, sketched for Delineator by Leslie Saalburg, February 1927.

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Butterick Fashions for April 1920

Ninety-nine years ago, women might have been dreaming about wearing these dresses:

April fashions from Delineator, [EDIT s/b 1920!] 1914.

Butterick patterns from Delineator, April 1920, page 151.

Here they are in detail, in no particular order:

Butterick 2250, with bolero jacket; illustrated in Delineator, April 1920, page 151.

The word “vestee” is used rather loosely.  Other Butterick patterns from this year, in the collection of CoPA, have a line on the bodice pattern for cutting the “suspender top vestee.” I would guess that this dress has a side seam opening, closed with snaps, or hooks and bars. (A hook and bar at the waist is always a good idea!) The bolero jacket has an interesting back; close-fitting sleeves, trimmed with many buttons, are an option. Butterick 2250, April 1920.

Two-piece outfit: Butterick waist (bodice) 2265 with pleated skirt 2170. Delineator, April 1920, p. 151.

Alternate views of Butterick 2265 and 2170. Longer sleeves and/or a collar were optional.

Butterick 2229 has decorative buttons running along the outside of the sleeves and the skirt. Delineator, April 1920, p. 151.

Butterick 2272 from Delineator, April 1920, p. 151. It has bust darts at the shoulders.

Butterick also sold embroidery patterns.

Butterick 2241 from Delineator, April 1920. This combines a tunic top with the peg-top look of previous years.

The handbag pattern is Butterick 10810. That hat is rather wonderful and would be easy to duplicate.

Butterick 2264 from Delineator, April 1920, p. 15.

Note the tassel — probably one end of the rope belt.

The skirts of No. 2272 and 2229 stick out from the body in a similar way.

Although perfectly authentic, these styles might be better suited to comedy (or comic characters) than to serious plays. We always have to consider audience expectations — and that includes changing ideas of beauty.

Of these six designs from April 1920, I know which I would rather wear!

Butterick 2250, with bolero jacket; illustrated in Delineator, April 1920, page 151.

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April 1928 Ad for Belding’s Silks

Part of an ad for Belding’s “Pure Dye” Silks, Delineator, April 1928.

I don’t have a picture of the entire page, but this ad interested me because it shows dress patterns from several companies:  Vogue, McCall, Butterick and Pictorial Review. It also shows a range of women’s styles for 1928, and it shows the cost of the fabric to make them.

Belding’s “Pure Dye” silk was not weighted “or in any way adulterated” to make it seem more substantial than it was. In other words, this was not the cheapest silk fabric available. In fact, at $3 to $6+ per yard, it was relatively expensive.***

(The Belding Brothers of Michigan established a successful business manufacturing silk thread and silk fabrics, with factories in four states.  They also built housing to attract the best female employees, as well as libraries and a hospital for their workers. “Belding Brothers & Company merged with Heminway Silk Company in 1925 and did business as Belding-Heminway. Soon after, the company was acquired by Corticelli Silk Company and did business as Belding-Heminway-Corticelli. The last mill in Belding closed in 1932.” This 1928 ad also mentions Belding’s silk stockings.

Butterick 1904 was featured in the ad; here it is shown in striped silk.

The Butterick Publishing Co. illustrated it in a different fabric in Delineator magazine:

Butterick 1904 made in dotted fabric. Delineator, June 1928. a “frock for mornings or sports” in sizes from 32 to 48 inch bust.

McCall pattern 5168 in Belding’s Silk ad, Delineator, April 1928. This 100% “radium weave” pure silk was washable “Vanette.”

(“Radium silk” was not radioactive.)

Butterick pattern 1906, Belding’s Silk Ad; Delineator, April 1928. “Simple crepe frocks like this have a smartness that belies their small price.” This is made of Belding’s Crepe Iris, “guaranteed washable crepe.”

This Art Deco (or Moderne) dress doesn’t strike me as especially “simple” to make; I love its geometry (“plaits in an architectural outline,”) but I’d be tempted to hire a “little dressmaker” to deal with all those interlocking pieces.

Butterick’s own illustration of dress 1906, from Delineator, March 1928.

This dress is more formal, with a jeweled “buckle” centered on the hip yoke, and a draped neckline.

Another McCall pattern, 5157. Belding’s Silk ad, Delineator, April 1928. This afternoon frock was made in Belding’s “Satin Ciree.”

Top center in the ad was this jacket and dress combination made from Vogue patterns. The plaid dress is topped with a plaid scarf — not an easy combo to bring off well!

Vogue jacket 9273 is combined with Vogue dress 9261. Belding’s ad, April 1928. The “sport silk” fabrics are “Washable Broadcloth” and “Crepe Cashmere” for the jacket — “heavy enough to tailor crisply.”

Pictorial Review pattern 4229, Belding’s ad, Delineator, April 1928. The asymmetrical dress has a soft jabot/drape running down the bodice.

The relatively simple dress is made of Belding’s silk printed crepe “in a distinctive modern design — a summery pattern suggesting the lovely modernism of Paris.” (The “Style Moderne,” which we also call “Art Deco,” was introduced at the Paris Expo of 1925  (Exposition internationale des arts décoratifs et industriels modernes)

This classic 1920’s evening dress is Vogue pattern S 3191.

It is sleeveless, with low armholes; a surplice closing (thought to be slenderizing;) an under layer seen at the neck opening; and a big bow forming a side drape. At first I thought it had a (very unexpected) short sleeve, but a close view shows that the model is wearing an arm bracelet, along with two necklaces and very long dangling earrings.

Detail of jewelry in the Belding’s ad illustration. 1928. Note the low armhole.

The next gown is surprisingly bare:

Pictorial review pattern 4159 is an evening dress made in sheer silk Georgette. Belding’s ad, Delineator, April 1928.

This gown is notable for its narrow jeweled straps and its asymmetric shoulder (or neck) line.

A woman really could not wear much underwear under this dress — just knickers and stockings. (And maybe a girdle….)

Details of the diagonal neckline and shoulder straps of Pictorial Review evening pattern 4159.

Georgette is usually a sheer fabric, so this dress is probably built over a straight, opaque silk lining, which would also support the blousing and hip decoration. That neckline would still be worth copying, if you have the figure for it!

*** The Sears catalog (Fall 1928) offered washable silk satin yardage for 74 cents a yard.

Washable silk satin from Sears, 1928.

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Valentine Fashions from 1926

Three young women in their teens admire an elaborate Valentine card in this illustration of Butterick patterns. 1926. Naturally, their shingled hair styles are also up to date.

For the February 1926 issue of Delineator, the fashion illustrations for teens, boys, and girls clothes were built around a Valentine’s Day theme. Even the patterns for little boys  were related to Valentine’s Day in the clever illustrations, probably by M.S. Walle.

Left, a little girl wears leggings to protect her from February weather; right, a little boy in short pants (buttoned to his shirt) holds a Valentine card to be mailed.

Right, an older girl in a green, caped coat is about to put the boy’s card in the mailbox. 1926.

Page 30, Delineator, February 1926. Valentines are mailed, received, and enjoyed by children wearing Butterick patterns.

The girl at left wears a dress that could go to the office — or, being velvet, to a daytime party. It is quite short. Frillier party fashions are worn by the other girls.

Butterick fashions illustrated on top of page 30, Delineator, February 1926. Hems for young teens barely cover the knee. Little girls’ knees are bare.

Even the littlest girl holds a Valentine close to her heart.

A range of ages for girls, plus some little boys in short pants, were shown in patterns illustrated on page 31.

A candy box and Valentine’s cards interest these schoolgirls. Delineator, p. 31. February 1926. One girl still has long, long curls.

This Valentine girl is dressed up in an entire outfit made from Butterick patterns, including her hat.

These little boys play with a ball, while the girl below holds a heart-shaped cookie (with a bite out of it.)

Young girl’s fashions, February 1926. Imagine buttoning those leggings!

Even very little girls attract Cupid’s attention.

Since I’ve been absorbed in boleros from the 1930s this week, I can’t resist pointing out this much longer 1926 bolero:

The long bolero at left is typical of the twenties, when the waist was near the hips.

The younger the girl, the shorter the dress. These are for ages 15 to 20.

All these “Valentine” girls wear their dresses much shorter than adult women in the same issue.

Women’s skirts are shown well below the knee. Delineator, page 28, February 1926.

Although I couldn’t find a signature on the pages of children’s fashions, the February illustrations for women’s fashions were signed by M.S. Walle.

Artist’s signature at lower left: M. S. Walle.

Happy Valentine’s Day!

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The Big Hem Drop: 1929 to 1930

Only one year separates these Butterick patterns from Delineator magazine. This is rapid fashion change.

The change in fashion that took place between Fall of 1929 and Spring, 1930 — just a few months — fascinates me. The fact that a completely different fashion silhouette was adopted during a time of economic crisis  — when pennies were being pinched — makes it even more astonishing.

Just to get our eyes adjusted and refresh our memories of 1929 before the change, here are several images of couture and of mainstream Butterick sewing pattern illustrations from July 1929.

French couture sportswear, illustrated by Leslie Saalburg in Delineator, July 1929. Short and un-fussy.

These fashions are unmistakably late 1920s. Note the hem length, which just covers the knees. There is a crisp, geometric quality about many of these outfits.

Couture sportswear illustrated by Leslie Saalburg for Delineator, July 1929.

Patterns for home use:

Spectator sportswear; Butterick patterns illustrated in Delineator, July 1929. The dress at left is soft and flared, a hint of things to come. The dress at right is crisply geometric. Both are short.

1920’s day dresses, Butterick patterns 2697 and 2707. Delineator, July 1929. Mostly straight lines.

Butterick patterns for sportswear, Delineator, July 1929. Simple, pleated, short.

Whether we look at French couture or home sewing patterns, the silhouette and the length are  definitely “Twenties.”

In the 1929 Fall collections, couturier Jean Patou showed longer skirts — well below the knee — and took credit for changing fashion from the characteristic Twenties’ silhouette to the longer, softer, Thirties’ look. (A few other couturiers also showed longer dresses, but he took the credit for being first.)

French couture fashions sketched for Delineator, November 1929. The large illustration at left is an ensemble by Patou — noticeably longer than the other designers’ hems.

“Paris revolutionizes winter styles.” Compare the hem on the dress by Patou, second from left, with those from Molyneux (left, very “Twenties”) Cheruit (third from left,) and Nowitzky (also “Twenties” in spirit, far right.)

Below is the Fall 1929 version of Chanel’s famous black dress. (In the original, from 1926, hems had not reached their shortest length.)

This variation on Chanel’s famous little black dress — with a slightly different placement of tucks –falls just below the knees in 1929, the season when Patou was pioneering longer dresses.

By Fall of 1929, Chanel’s “little black dress” (a sensation in 1926) is just below the knee. It also has a natural waist.

You may have noticed that waistlines are rising as hems are falling; that’s a topic deserving an entire post, but….

Delineator, October 1929, p. 25. “Higher Waists, Longer Skirts.”

The flared dress at left has a softer, less geometric look, and shirring near the natural waist instead of a horizontal hip line. Delineator, October 1929. This dress seems to be “in the stores” rather than a Butterick pattern.

Between July couture showings and October, 1929: That is how fast commercial manufacturers picked up on the new trend for longer skirts and natural waistlines.

Butterick patterns in Delineator, October 1929.

Delineator (i.e.,Butterick Publishing Co.) had offices in Paris where the latest couture collections were sketched (and copied.) In this case, longer skirts appeared on patterns for sale very quickly. (The process of issuing a pattern took several weeks, and the magazine had a lead time of a month or so, as well.)

When these patterns appeared in April, 1930, nothing was said about their length. Old news!

Dresses for women, up to size 48. Butterick patterns from Delineator, April 1930, p. 31. From left, “tiny sleevelet,” “flared sleeves,” “white neckline,” and “short kimono sleeves.”

By April 1930, what was notable about these dresses, to the editors of Delineator, was the variety of their sleeves!

Back views of Butterick 3143, 3179, 3173, and 3180. Delineator, April 1930, p. 31.

Longer styles had been in the news for several months.

Butterick patterns from Delineator magazine, January 1930.

Butterick patterns from Delineator, February 1930. Hems have fallen. Waists are in transition.

The most interesting article I found about this change from “Twenties” to “Thirties” was in Good Housekeeping magazine, November 1929, pp. 66 and following.

In “Smart Essentials of the Winter Clothes,” fashion editor Helen Koues wrote:

“They differ from any we have had since the war…. To be sure, last season Patou and a few houses tentatively raised the waistline, and we talked about it and made predictions. But now the normal or above normal waistline is here, and anything remotely resembling a low waist is gone. We have had it a long time, that low waist and short skirt, and it is only fitting and logical that it should make way for some sort of revival. [“Directoire, Victorian, Princess….”] We have worn high waists and long skirts before — both higher and longer. But coming with a greater degree of suddenness than any change of line has come for some years, it is an inconvenient fashion.  What are we going to do with our old clothes? [My emphasis.]

“The new silhouette will be taken up just as fast as the average woman can afford to discard her old wardrobe…. The average woman will replace what she needs to replace with new lines, but she will take longer, because she will wear out at least some of her old clothes.  In three months, however, all over America the tightly fitted gown, the longer skirt, the high waist will have superseded the loose hiplines of another season. and the main reason for the speed of this change is that we are ready for it. We are bored with the old silhouette, for we have had it too long — so long, in fact, that… we were beginning to think that we would wear short skirts and low waists till we die…. The psychological moment has come….

“Skirt lengths are particularly interesting: for sports, three inches below the knee is the right length; for street clothes, four inches below, and for the formal afternoon gown about five inches above the anklebone. Evening, of course, right down to the ground… and probably with as much length in front as back…. These are the average lengths.

“Skirts are slimmer than ever, if that is possible, or at least the effect is slimmer, because with the added length the flare necessarily begins lower down. But the flare is still there in full force….”

Colors for Spring, 1930. Butterick patterns in Delineator, March 1930. Flares, softness, and a coat that is shorter than the dress.

Koues also noted that the new three-quarter coat, “that strikes the gown just above the knee” was in style, although she did not mention that this, at least, was a break for women who could afford a new dress but not a new winter coat. Koues recommended wearing longer knickers (underwear) in winter to make up for the shorter coat.

Short coats or long jackets, February 1930, Delineator.

Vogue, October 26, 1929 reminded readers “We told you so!”

If you have access to Vogue magazine archives you may enjoy a timeline of Vogue fashion predictions from October 26, 1929. It began, “We told you so! If you are one of the many women who are complaining that the new mode means a completely new wardrobe, that you were caught unawares, we take no responsibility. For two whole years, we have been reiterating and reiterating a warning of the change to come.”

Here are some highlights of Vogue‘s predictions:

JANUARY 1, 1928:  “The Waist-Line Rises as the Skirt Descends…”

JANUARY 13, 1928:  “Skirts ….. Will Be Longer” — “Waist-Lines Will Be Higher” — “Drapery and the Flare Will Be Much in Evidence.”

APRIL 13, 1929:  “What looked young last year looks old this season — all because longer, fuller skirts and higher waist-lines have been used so perfectly that they look right, smart, and becoming.”

JUNE 22, 1929: “The hemline is travelling and so is the waistline. One is going up, and the other is coming down.”

Vogue ended, “Need we say more? Surely, Vogue readers are well prepared.”

This is what designers in Paris were showing in Spring, 1930.

Paris Couture, sketched for Delineator, May 1930. Every one has a long skirt and a natural waist.

I began with several images of patterns and couture from July 1929. Here are some dresses from July 1930, showing how completely the Twenties’ look had been “superseded” by the Thirties — in one year.

The Twenties are over. The Thirties are here. Patterns from Delineator, July 1930.

Naturally, in 1929-1930 some women thought the new long skirts made them look “old” while some thought they looked “youthful;” but that is a story for another day!

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Filed under 1920s, 1920s-1930s, 1930s, Coats, Old Advertisements & Popular Culture, Panties knickers bloomers drawers step-ins, Sportswear, Underthings, Vintage Couture Designs, Vintage patterns, Vintage Styles in Larger Sizes

From Cold Cream to Colds — Ads for Kleenex and Pond’s Tissues

Cold and flu season seems an appropriate time for this bit of time travel.

Kleenex ad from Delineator, April 1925. “Kleenex — The Sanitary Cold Cream Remover.” Cellucotton Products Co.

Kleenex really was a new product, first appearing in 1924: “Kleenex — The Sanitary Cold Cream Remover.”

Among the things I took for granted was that a product whose name is now synonymous with “paper handkerchiefs” was invented for that purpose. Browsing through old magazines taught me that my assumption was wrong!

Online, Mary Bellis wrote about the surprising story of Kleenex tissues here.

Top of a Kleenex tissue ad, Delineator, August 1926.

According to Mimi Matthews’ book  A Victorian Lady’s Guide to Fashion and Beauty, cold cream was applied to the face in the late 19th century as a moisturizer after washing with soap and water. However, since my background is the theatre, I know that after the 1860s, actors and actresses wore oil-based “greasepaint” and needed an oil-based remover: cold cream.

Broadway singing star Helen Morgan was one of the celebrities Kleenex used in their ad campaigns. Delineator, September 1930.

Helen Morgan endorsed Kleenex tissues for removing cold cream and makeup. Detail, ad in Delineator, September 1930.

By the 1920s, many ordinary women who wore powder, rouge, and lipstick had been convinced to clean their faces with “cold cream” instead of soap and water. However, washing a used facecloth with an oily product on it wasn’t convenient. And re-using it day after day without washing it was not very hygienic.

In 1924, cellulose-based Kleenex tissues were introduced as a more sanitary way to wipe off cold cream and makeup:  soft, disposable tissues.

“Two Beauty Crimes” could be avoided by using Kleenex tissues for cold cream removal. Detail of ad in Delineator, August 1926.

Bottom of Kleenex ad, Delineator, August 1926. “One of the most sensational beauty successes in years….”

By using disposable Kleenex tissues, women  avoided the beauty crimes of 1) re-using soiled towels and rubbing” the germs back into the skin,” and 2) using harsh cloth, which “injures delicate skin fabric — causes enlarged pores, skin roughness, etc.”

(I doubt the claims that using Kleenex tissues “lightens a darkish skin several shades or more….[Or] curbs oily skin and nose conditions amazingly.”)

Like any new product, “What it is” and how to use Kleenex tissues had to be explained. Free samples were distributed.

You could still order a free seven-day sample of Kleenex tissues in January, 1927. “Kleenex ‘Kerchiefs mark the only product made solely for the removal of cold cream.”

In 1927, one of those cold cream manufacturers began selling tissues, too.

Pond’s Cold Cream and Vanishing Cream. ad from Delineator, July 1927. Vanishing cream, much lighter than cold cream,  was used as a moisturizer and base for face powder.

Ads for Pond’s cold cream began to include Pond’s Cleansing Tissues — disposable paper for removing the make-up dissolving cold cream.

Pond’s products and tissues in an ad from Delineator, August 1928.

Ads for Pond’s products often showed step by step illustrations. This one is from Delineator, November 1929.

For an excellent history of the Pond’s company, click here.

The battle of the tissues:

From an ad featuring Pond’s Cleansing Tissues, Delineator, May 1930.

Kleenex fought to keep its market by creating colored tissues:

Kleenex Tissues ad, detail; Delineator, June 1930.

Pastel tinted Kleenex tissues came in three colors, plus white:

Kleenex ad, detail; October 1929. This ad introduces the pop-up tissue box, as well as pastel colored tissues.

The tissue colors were “Sea Green,” “Canary Yellow,” and “Flesh Pink.” [This last was probably a pastel tint of orange,  rather than the color of freshly butchered beef….]

Applying tissues to a runny nose was apparently an afterthought — one discovered by users of Kleenex and suggested to the manufacturer. After taking a survey of Kleenex users in 1927, the company began mentioning this alternative use in Kleenex ads.

June 1927: Kleenex used as disposable handkerchief in ad.

According to Mary Bellis, consumers had been writing to the company which made Kleenex Tissues to say they had discovered another use for the Kleenex ‘Kerchief:  they were using them to blow their noses!

“A test was conducted in the Peoria, Illinois newspaper. Ads were run depicting the two main uses of Kleenex: either as a means to remove cold cream or as a disposable handkerchief for blowing noses. The readers were asked to respond. Results showed that 60 percent used Kleenex tissue for blowing their noses. By 1930, Kimberly-Clark had changed the way they advertised Kleenex and sales doubled proving that the customer is always right.” — Mary Bellis

This Kleenex ad from Delineator, August 1928, mentions many new uses for the product.

Kleenex for Handkerchiefs ad, November 1930. “Rapidly replacing handkerchiefs among progressive people….”

Kleenex ad, detail, Delineator, November 1930.

Disposable Kleenex handkerchiefs were advertised for use in schools and offices, to stop the spread of germs. Ad, September 1931.

Pond’s cleansing tissues may have been used the same way, but their ads emphasized cosmetic use — with endorsements from prominent society ladies, not doctors and teachers.

Pond’s Cleansing Tissues in an ad from October 1930.

Kleenex ad from November 1931. Delineator.

I’m not sure what happened to Pond’s tissues. Many other manufacturers sell tissues today. I personally prefer the Safeway brand, but when I feel a sneeze coming, I still say, “I need a Kleenex!”

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Filed under 1920s, 1920s-1930s, Cosmetics, Beauty Products, Musings, Old Advertisements & Popular Culture