Category Archives: 1930s-1940s

Vintage Photos for the Holidays

A little girl communicates with her “Paw Pa” through an ear trumpet. Family photo.

“Can you hear me now?”

It’s time for my annual reminder to keep a box of unidentified family photos and an acid-free pen or a pencil at hand for the quiet moments at family gatherings.

Gertrude, Mack, and Nina Holt with their mother “on her 70th birthday” (1938.) They lived in Pulaski, Tennessee, and sent this to their brother Leonard, in the Army in San Francisco. “I sure do wish Leonard was on here and then the 4 children and mother could all be together.”

Any time you gather with your eldest relatives and friends is a good time to chat about the past. Family stories need to be passed down. (Bonus: you won’t have to talk politics….)

If you think you’ve heard all the stories before, consider that now that you are fully adult, seniors may be willing to tell you things they wouldn’t speak of when you were a child:  failed marriages, lost loves, siblings who died young or were never mentioned for some other reason. (I certainly learned some surprising things when I asked as a adult!) Perhaps there is a terrific story behind one of those faces. Besides, sometimes the stories are funny — and just waiting to be told when the time is right.

Today’s photos come from a side of my family I never knew.  My aunt Dorothy’s husband, Leonard H. Holt, died suddenly a short time before I was born.

My uncle Leonard Holt, serving in World War II.

Dorothy, Holt, and Dorothy’s mother. Redwood City, CA, about 1919.

Dorothy is dressed in hiking clothes, and Holt is wearing “civvies” although he served at nearby Camp Fremont, an Army training camp during the First World War.

L. H. Holt standing in front of a Southern Pacific Railway building in San Francisco. Picture dated 1923.

Dorothy did tell me that Holt was very particular about his clothes, and had his army uniforms tailored to fit well. Look at his elegant shoes! After Dorothy died, I found some of Holt’s silk shirts (with white French cuffs and made for a detachable collar) stored in the cedar chest that once held her wedding linens — a “hope chest” as unmarried girls called them. Holt’s shirts were beautiful, in soft pastel colors or stripes that epitomized the Arrow Shirt man’s look.

I think they were married about 1925. In 1930, Holt was still in the Army, and the couple lived on the Presidio, a beautiful Army base in San Francisco.

Dorothy and Holt vacationing in the snow, early 1930s.

In spite of war-time travel restrictions, Holt’s nephew (?) Jody Holt (serving in an Army band at the time) was visited by his sweetheart “Miss Meek” and his mother (?) Sally Holt, in San Francisco. 1945.

Holt died of a heart attack not long after this happy family visit.

Dorothy was so grief-stricken that she had a sort of breakdown, and didn’t speak of him very often, but she kept up a correspondence with his large family, including the Garners (his mother’s family) in Tennessee. In 1975, someone sent her a photo of the old family home on the farm:

“The little old home on the farm, Pulaski, Tenn, Oct. 1975. Mack Holt’s Farm.”

Mack was still alive, and his new home was much larger.

Holt’s brother Mack apparently kept the old family farm, maintaining the tiny old farmhouse, and lived in a newer, larger house — a family success story. There is great information on the back of the photo, including “Mack J. Holt, Murry Drive” & “Leonard’s brother.”

The great thing about photos exchanged by mail is that they are often labeled or signed, including long notes on the back  — a treasure for genealogists.

Many of these children are Leonard and Dorothy’s nieces and nephews. The back of the picture is full of information.

The back of a photo of many Holt family children. It tells us that Holt’s sister Nina had five children, and that his sister Gertrude had children (one called Hickie) and grandchildren. I don’t know who Estelle was, but that’s a trail to follow.

This photo gave me the names of Nina and Gertrude’s husbands: (Oddly, there’s another Mahlon in the family, her uncle….)

“Nina + Howard” and “Gertrude + Mahlon”

This photo is so old that is has cracked, but luckily the faces and their names are intact: “Leonard’ s Father The Holt Boys John & Mahlon Holt.” JH is on the right.

Unfortunately,  not all the pictures mailed from Tennessee are labeled.

All I know about this couple is that they were photographed in Pulaski. Is this the same mustached man who appears far right in the large group photo below?

Perhaps there are folks in Pulaski, Tennessee, who will recognize their ancestors in this large, undated picture. (It’s 7.5 x 9″) I’d be happy to send it to someone who’d treasure it.

Studio photograph of the Holt family of Pulaski, Tennessee. There are no names on the back, but I think I recognize John Holt, standing 2nd from right, from another photograph. (He died in 1904.) I believe one of the young boys is Leonard H. Holt.

The woman seated center in this photograph appears to be wearing a mourning hat and black veil.

Detail of woman in widow’s cap.

Could the man seated in front, with a large mustache, possibly be this mystery man, photographed with both Holt and Dorothy, probably in the 1920s?

Unknown man with very large mustache, standing with Leonard H. Holt, probably at the Presidio in San Francisco, probably 1920s.

Mustached mystery man with Dorothy Barton Holt, probably at the Presidio in San Francisco, and, judging from her clothing, in the 1920s.

I believe this man was a visiting relative — there are many pictures of him. I could easily believe he’s from Tennessee….

[For any genealogist interested in the large group picture — or in any of these people, I believe these are relatives of Leonard H. Holt, born in Pulaski, Giles County, Tennessee on February 2, 1893 or (probably) 1894. His parents were John Richard Holt (1868-1904) and Metta Ann Garner (1868-1939).  Their other children included Gertrude “Mamie” Holt (1893-1986), Katrina “Nina” Holt (1897 – ?), and McCallum “Mack” Holt (1900-?) My Uncle Holt (his wife never spoke of him by any other name) died of a heart attack while serving in California in 1945. At the time of his death, according to his wife, he held the rank of captain. They were childless. I think he was a Freemason, and Dorothy belonged to the Eastern Star — for those who can search such records. I have many photos of Holt family relatives, and no one to give them to.] You can contact me through witness2fashion@gmail.com

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Filed under 1870s to 1900s fashions, 1920s, 1920s-1930s, 1930s, 1930s-1940s, Boys' Clothing, Children's Vintage styles, Menswear, Musings, Shoes, Uniforms and Work Clothes, vintage photographs, Women in Trousers

Patterns of Fashion Book Series Continues!

Cover image from Barnes & Noble website.

Very welcome news to costumers is that the great Patterns of Fashion book series begun by Janet Arnold, who died in 1998,  is being continued. Arnold wrote three gridded pattern books, (Patterns of Fashion 1660 to 1860, Patterns of Fashion 1860 to 1940, and Patterns of Fashion 1560 to 1620, and I just received information from the Costumers’ Alliance about a British source that is continuing her work.

Jenny Tiramani, principal of the School of Historical Dress in London said:

“Please tell people that we have decided not to use a distributor or to put the book for sale on Amazon. They take too much money and we need the funds to keep the school going and to publish Patterns of Fashion 6 & 7 which are both already in the pipeline!

We will be selling the book ourselves from our School of Historical Dress webshop and will try to give a good price for those people buying the book in countries far flung from the UK.

[Patterns of Fashion] 5 is in China being printed next week and published 31st October. …We need all the publicity we can get as the publisher of all future volumes of the series!”
Please support this incredibly rare and precious resource, the School of Historical Dress!! Here is where you can find their web site.

Click here to find out about current and upcoming volumes of Patterns of Fashion, plus other relevant publications.

Mantua, Late 17th century, Collection of the Metropolitan Museum.

Other books include Seventeenth Century Women’s Dress Patterns (Vols. 1 & 2), and Waistcoats from the Hopkins Collection c. 1720-1950 “The waistcoats are shown with close-up details of its shape, construction and decoration, alongside images of people wearing similar styles from the same time period.” Janet Arnold’s other books are also available.

(One virtue of the Patterns of Fashion Series — aside from the meticulous research — is their large format: printed on extra wide paper, the scaled patterns are easy to refer to while you are working.)

Patterns of Fashion 4 covers body linens 1540 to 1660 — “the linen clothes that covered the body from the skin outwards. It contains 420 full colour portraits and photographs of details of garments in the explanatory section as well as scale patterns for linen clothing ranging from men’s shirts and women’s smocks, ruffs and bands to boot-hose and children’s stomachers.

 

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Shirtwaist Dresses, 1939

Companion-Butterick 8459, a shirtwaist dress, appeared on the cover of Butterick Fashion News, July 1939.

It was featured on the back cover, too, and several other “shirtwaist” dresses appeared in this flyer. The 1939 shirtwaist could be casual or dressy.

If the text didn’t describe this as a “beautifully detailed shirtwaist dress,” I wouldn’t have classified it that way. Companion-Butterick 8459, July 1939.

Companion-Butterick 8459 does not button down the front, and the bodice is not a separate piece. Clever darts created the shape of this easy to make, pull-over style.

Companion-Butterick 8459, from back cover of BFN flyer, July 1939. A zipper in the side seam would allow you to pull the narrow waist over your shoulders.

Butterick 8459 used only four pattern pieces. Back cover, BFN flyer, July 1939.

Butterick shirtwaist dress 8479 uses pocket flaps as belt carriers. July, 1939. [Note the seamed stockings in the back view.]

Butterick 8466 combines a shirtwaist dress with a coordinating jacket. BFN, July 1939.

This dressy shirtwaist is Butterick 8497. BFN, p. 9, July 1939.

Are these shirtwaist dresses?  That’s not how they are described. BFN, p. 4, July 1939.

Center is Butterick 8493:

Right, Companion-Butterick 8483. BFN, July 1939.

Companion-Butterick 8493: “For spectator sports, wear this dress with brisk pleats in the skirt, and a pocket individualized with embroidery.” Sizes 12 to 20, 30 to 44.

I love this two- (or three-) toned dress with a zipper that runs all the way down the front.

Butterick 8470 has a zipper running from neckline to hem, but it isn’t a housedress.

[For more about the popularization of zippers in women’s clothing during the 1930s, read “Zip” Part 1 and/or Part 2. ]

Even fancier is this print dress made from “sheer” fabric:

Butterick 8486 looks like a shirtwaist to me — its bodice opens with buttons to the waist

The shirtwaist dresses that were a staple of my college wardrobe in 1962 were constructed like this; they buttoned down the front, usually to a concealed placket below the waist. (This 1939 version probably has a zipper opening in the side seam.)

Obviously, I can’t define “shirtwaist dress” from the way the Butterick Fashion News flyers use the term…. But I still appreciate their convenience and versatility.

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Filed under 1930s, 1930s-1940s, Companion-Butterick Patterns, Hats, Hosiery, Hosiery, Sportswear, Vintage Accessories, Zippers

The Corseted Silhouette: 1937

Three dresses with a “corseted” waist silhouette, Butterick Fashion News flyer, December 1937.

These patterns from December of 1937 are a far cry from the corseted waist of the early 1900s. In fact, the “corset” refers to a tightly fitted waist section that is part of the dress itself –no boning, no constriction.

Butterick patterns 7615, 7636, and 7640 have a seam at the midriff that defines the fitted waist area. BFN store flyer, Dec. 1937, p. 5

7615, at left, shapes the waist with a peplum and belt; 7636, center, has a curved seam located where an actual waist-cinching undergarment or structure would be ten years later, and 7640 has a built-in notched velvet “girdle” [sash.] All three dresses have high, uncomfortable looking necklines and similar sleeve caps.

Butterick dresses with the “corseted silhouette.” Patterns 7615, 7636, and 7640. Dec. 1937, BFN, p. 5. As a tiny waist becomes important, the shoulder area gets wider.

Back views of Butterick 7615, 7636, and 7640. The “corset” area could be tightened with a buckle at the back. (far left)

The corseted silhouette appeared in day dresses, evening gowns, and even in blouses.

The two evening gowns at left have the corseted silhouette, one trimmed with a row of tiny buttons, and one gathered to echo the sleeves. 1937.

Butterick evening gown 7626; black velvet was suggested.

The back view shows a seam at the bottom of the “corset” area.

The dress has a typical 1930’s side seam closing; in 1937, zippers were replacing snap closings. There’s a short zip at the back neck closing, too. These high necklines and sleeves suggest dresses for dinner & dancing.

Butterick evening gown 7624 has “the new slim corseted waist,” BFN, Dec. 1937, p. 9.

Bare necked — and bare backed gowns — might also have a corset waist:

Butterick evening gown 7646 has “the new corseted silhouette.” BFN, page 8; Dec. 1937. [P.S. That’s a lot of bangle bracelets!]

Butterick evening gown, “slit up the front,” BFN flyer, page 8, Dec. 1937.

This blouse pattern is constructed with a fitted “corset” waist section:

Butterick blouse 7629, BFN flyer, Dec. 1937. There is ruching (stitched-down gathering) at the neckline, the sleeves, and the midriff seam. The back view shows a belt.

Back views of four blouses.

I can’t resist showing the other blouse patterns from this page, although they do not have “corset waist” silhouettes.

Butterick blouse 7623, December 1937 BFN store flyer. Hat pattern 7631 was also illustrated.

Butterick blouse patterns 7627 and 7625, December 1937. Both have snug waists and high necklines; the one at right uses metallic cloth. To see all these blouses in full color illustrations, click here.

This “Triad” dress has a version with a corset waist and one without:

Triad dress pattern 7630 contained three versions. although only two were fully illustrated.in the December 1937 Butterick Fashion News flyer. [Notice the double darts low on the side seam.]

The alternate views show all three versions of Companion-Butterick 7630.

Many of the same patterns were illustrated in Woman’s Home Companion, November 1937.

Companion-Butterick gowns 7624 and 7626. WHC, November 1937.

That corseted look: Companion-Butterick patterns from November 1937. It’s attributed to the style-setting Duchess of Windsor.

I’ve seen so many vintage late Thirties’ and early Forties’ dresses with this fitted midriff look that it’s nice to have a name for it.

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Filed under 1930s, 1930s-1940s, Companion-Butterick Patterns, Vintage patterns

Replacing Your Sleeves to Update Your Dress (and Sometimes Widen Your Shoulders)

This post started with sleeve patterns as its subject, but it grew into one about the widening of shoulders in the 1930’s…. If that’s your interest, just scroll down to 1930’s Sleeve Patterns.

Sleeve pattern 5113 from Delineator, Butterick, March 1924.

Butterick periodically offered sleeve patterns as a way to give your dress a new look without much expense.

Renew your old coat with new sleeves or collars; Butterick patterns from Delineator, October 1933.

Changing the sleeves on an old garment doesn’t make any sense to me, because you would rarely have enough of the original dress material left over to make a pair of long sleeves…. Nevertheless, here is an assortment of sleeve patterns from 1917 to 1933:

1910’s Sleeve Patterns

Butterick sleeve pattern 9220, June 1917; Delineator.

“Design 9220 is a splendid set which will quite transform a dress that is slightly worn.” Unfortunately, I didn’t photograph the whole paragraph.

Butterick sleeve pattern 8954 from February 1917. There is a little visible gathering at the sleeve head — probably to be sure it would fit an existing armhole.

Here are some fashions from 1917 and 1918; would changing the sleeves have made much of a difference?

Summer fashions from Butterick, Delineator, February 1917.

Butterick patterns, July 1918. The sleeves are varied, including some that are wide at the cuffs, and one version (top right) is slit.

Butterick patterns from July 1918. The green blouse has sleeves that partly cover the hand, like those in the “update your sleeves” pattern 9220 from 1917.

1920’s Sleeve Patterns

Sleeves in the 1920’s were usually simple, fitted without fullness at the shoulder and close to the arm. However, some sleeves were sheer from the wrist to below the elbow, some widened, and some were split.

These dresses from 1926 have attention-getting sleeves. Delineator, July 1926.

Butterick sleeve pattern 5113, April 1924. Adding these to a dress from the early Twenties would update it — but by 1926, shortening the dress would update it more effectively!

Sleeve pattern 6544 from Butterick; Delineator, January 1926.

1930’s Sleeve Patterns: The Silhouette Begins to Change

Sleeves from the early 1930’s were often long but simple:

These dresses from February of 1931 have narrow, fitted sleeves. Delineator.

This 1931 pattern included some fluttery “capelet” sleeves, which really were a coming fashion. Delineator, April 1931. However, these sleeves start high on the natural shoulder, and don’t exaggerate its width.

A sheer evening jacket, Delineator, April 1933.

Ruffles created a wider shoulder on many evening dresses after 1932. This ad for Lux laundry soap appeared in Delineator, June 1934. (Blame the fad for ruffles on the 1932 movie Letty Lynton.)

This writer saw a connection between smaller hats and bigger sleeves:

Article from Delineator, November, 1931. This pre-dates Adrian’s designs for Letty Lynton.

However, back in 1931, this article noted that as hat styles changed, they looked better with “period clothes, clothes such as were worn with them originally. Period styles have appeared, but they are mostly evening dresses. Something else happened, however, to make the new clothes look right with the new hats… wide sleeves and puffed sleeves.”

Sleeve variations, reported by Marian Corey in Delineator, Nov. 1931. “The puffs may occur anywhere on your arm — at the shoulder, at the elbow, at the wrist….But … There are still more frocks with straight sleeves than frocks with puffed sleeves.” [A ratio of 12:1.]

We can trace a slow increase in shoulder width from the 1930’s to 1940, but from my small sample it appears that wide shoulders and gathered sleeves (except for the frilly ones on formal dresses) were a gradual style change between 1931 and 1937, starting with evening and outerwear.

Delineator reported the return of the Gibson Girl sleeve as early as April 1933, pg. 73.

Also in 1933, coats and jackets with fur accents or extensions at the shoulders were being featured, and not necessarily to accomodate fuller sleeves on dresses:

Winter coats with extended shoulders or sleeve heads. Delineator, September 1933.

Winter coats with wider sleeves, Delineator, September 1933. “Pillowcase” sleeves at bottom.

1933 coat pattern 5347 has wide shoulders and a modified, droopy leg-o-mutton sleeve.

Butterick coat pattern 5347 from Oct. 1933. If you didn’t want to make an entire coat, you could make new sleeves (right) or a new collar (left) from pattern 5351.

Butterick 5351 included sleeves and collars. Delineator, Oct. 1933.

These 1933 jackets also show the “Gibson girl” influence:

Big sleeves on short coats from Butterick, Delineator, Oct. 1933.

By 1935, even dresses appear to have wider shoulders — it would be hard to get this silhouette without using shoulder pads:

Two Butterick dress patterns from February, 1935.

A selection of Butterick dress patterns from February, 1936; Delineator. Shoulders are definitely broader, at least as illustrated.

By 1937, exaggerated shoulders with sleeves that are full at the top are standard features, as these patterns from a Butterick store flyer illustrate.

Dress patterns from Butterick News Flyer, December 1937. These sleeves are not droopy, but probably supported from the inside with a pad or ruffle.

Shoulders, 1940:

Very wide shoulders, achieved with shoulder pads rather than “Gibson girl” puffed sleeves. Butterick Fashion News, Feb. 1940.

The natural shoulder of the 1920’s and early 1930’s is completely out of style.

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Day and Night in Vogue Patterns, 1937

“Make These and Have Something to Wear: Vogue Designs for Busy Days and Crowded Nights”

“Vogue Designs for Busy Days.” Ladies’ Home Journal, November 1937, page 30. November 1937.

Vogue Designs “for Crowded Nights.” Ladies’ Home Journal, November 1937, page 31.

This two-page spread in the Ladies’ Home Journal (LHJ) featured nine Vogue patterns. Here they are in detail:

Vogue two-piece dress pattern 7508 (in “copper”) and dress 7511 in black trimmed with grosgrain ribbons in “flower colors” to “trim the deep-lapped seam from neck to hem.” November 1937, LHJ. Shoulders are getting broader.

Vogue 7508, at left,  is “fitted to bring out natural curves;” Vogue 7511 has a “Victorian” collar and bands of grosgrain trim around the hem, too.

Vogue 7510. November 1937; LHJ. “An opportunity… if you’ve never sewn before, for it’s ‘Easy to Make.’ The skirt is in four gores, and you may use tiny buttons down the front in place of a slide fastener.”

Vogue 7510 has a zipper front and is worn with two (!) belts. Zippers made the change from sportswear to more formal clothing in 1936-1937.

This high-cut collar is also seen on the “copper” colored two piece dress, No. 7508.

Vogue dress 7509, in red, and 7512, in blue. In spite of the zigzag look at the hem and cuffs, 7512 is not a knitted dress. LHJ, Nov. 1937, p. 30. No, 7509 was available for large women, up to a bust of 46 inches.

Details of Vogue 7509 and 7512, from 1937. No. 7509 has a “soft, shirred plastron front”  and amazing sleeves. It is worn with matching dress clips. No. 7512 is “of a new violet-blue crepe with tiny wavy pleating worked right into the fabric. You can make the saw-tooth trimming on your sewing machine. Don’t you think the new-length sleeves are young?”

Alternate views of Vogue 7508, 7511, 7510, 7509, and 7512. LHJ, Nov. 1937.

On the facing page, four Vogue patterns for evening were illustrated:

Slinky satin evening gowns without a center front seam show what can be done with a bias cut and a flat tummy. Vogue 7506, in white, and Vogue 7505, in two shades of green.

“If you can enter a room regally, princess dress 7506 is for you!” This is not what is usually meant by “princess dress.” But she is wearing a tiara….

“The apparent lack of a seam down the front is not a mistake; there is one right down the center in back. We just couldn’t bear desecrating the lovely backward sweep with mere seams. The twisted shoulder straps, that are part of the dress front, drop to the waistline in back. We suggest platinum satin with mink or kolinsky banding.”

(A little digression: Kolinsky is a very expensive fur. High quality watercolor brushes are still made from it; Winsor & Newton will sell you a size 10 Kolinsky brush for $499. Movie plug:  In the 1937 comedy, Easy Living, the life of a hard-working young woman is transformed when an angry millionaire throws his wife’s Kolinsky fur coat out the window. Since our heroine doesn’t know what” Kolinsky” is, she wears the coat, not realizing it’s worth $55,000 — in Depression Era dollars! To her surprise, people start treating her differently because they think she is rich — or immoral….  Easy-to-relate-to Jean Arthur is the star. )

Vogue 7507 has a twisted tie on its bolero jacket. The glittering shoulder straps on the dress can be rhinestoned or sequinned. LHJ, Nov. 1937.

Both the bias cut and the twisted fabrics in those two Vogue evening gowns show the influence of Madeleine Vionnet.

https://witness2fashion.files.wordpress.com/2015/09/vionnet-evening-dress-and-jacket-1935-met.jpg?w=448&h=496

A bias evening gown with twisted and tied jacket by Madeleine Vionnet, 1935. Photo: Metropolitan Museum.

Left, Vogue 7507, with a sheer, deep pink cover-up. Top tight, Vogue evening gown 7504. LHJ, 1937.

“Coronation pink” refers to he coronation of King George VI and Queen Elizabeth of England and the United Kingdom in May of 1937. They were the parents of Queen Elizabeth II. “Shocking pink” was introduced by Elsa Schiaparelli, also in 1937.

Alternate views of Vogue 7506, 7505, 7507 and 7504. LHJ, November 1937. Backs were cut to the waist on the gowns at left.

Are you inspired to start sewing your New Year’s gown?

Note:  These patterns were featured in November, so women would have been making and wearing them in 1938 and 1939 — or later. By mid-1939, the hems on the day dresses would have looked much too long.

Butterick Fashion News flyer, July, 1939.

Butterick Fashion News flyer, page 3. July 1939.

 

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Paris Fashion Shoes, 1936

“Exquisite — Flattering” Paris Fashion Shoes. Ad from Ladies’ Home Journal, November 1936. Black suede side tie shoe, with a very high heel.

I hadn’t encountered any other ads for Paris Fashion Shoes, and the very high heels and relatively low prices in the ad intrigued me.

Paris Fashion Shoes, center of ad, Ladies’ Home Journal, November 1936. Top, a brown or black square-toe sandal.

Paris Fashion Shoes cost just $3 to $4 in 1936. Bottom of ad from Ladies’ Home Journal, November 1936, p. 111. This high heeled “butterfly” tongue step-in was available in “black, wine, or green suede” or in “black or blue kid” — quite a range of choices and sizes.

(Oh, for the days when shoes were available in a such a variety of widths. I still miss AA heels on B width shoes.)

A high-heeled “Foot Rest” shoe from Krippendorf promised comfort, for “$6.95 to $7.95” or more. Ad from WHC, October 1936.

I was curious about the Paris Fashion brand, and found that it was only one of many lines made by the Wohl Shoe Company. Wohl owned forty-six trademarks. A 1941 booklet celebrating the history of the Wohl Shoe Company was recently offered on eBay. In 1941, Wohl produced lines called Jacqueline, Natural Poise Arch Shoes, Connie, and Paris Fashion Fifth Avenue Shoes. Click here.  

A selection of shoe ads from Woman’s Home Companion, also from 1936, shows that Paris Fashion Shoes were relatively low-priced, compared to other brands. You can tell from the names of the companies, however, that these ads were aimed at women who wanted shoe comfort as well as style.

“According to the Table of Shoe Hotness, any brand that promises comfort will add 10 years to one’s WEA (Wearer’s Estimated Age.)” – Columnist Leah Garchik, writing in the Style section of the San Francisco Chronicle.)

Enna Jettick shoes cost $5 to $6 in 1936. Ad from WHC, April 1936.

This Enna Jettick shoe ad from April 1936 featured 27 year old Hollywood star Helen Twelvetrees wearing Enna Jettick shoes. (Ener-Getic! Get it?) Enna Jetticks were aimed at older women. Many other brands promised both comfort and style.

Red Cross shoe ad, WHC, April 1936. (Great swing coat! You could have worn that suit in the 1950’s.)

These Red Cross shoes cost about $6.50 a pair. Ad from WHC, October 1936. Red Cross shoes were supposed to “exercise your feet and legs back to shapeliness with every step you take.”

I remember similar claims for shoes in the 1970’s.

However much they promised comfort, these 1936 shoes are not necessarily “old lady” shoe styles.

This Butterick-Companion holiday frock pattern (7155) was drawn on a youthful model and illustrated with fashion accessories: shoes, bags, and gloves. WHC, December 1936.

Fashionable shoes and purses  for December 1936. Gray or Claret were suggested. WHC, p. 69. These shoes also appeared in WHC ads.

Apparently advertisers supplied shoes to the magazine for use in fashion layouts. Nothing new about that!

This Walk-Over “Cabana” model, from a October 1936 ad [inset], was available in gray suede and a range of other colors: black, green, brown, and blue.

December fashion illustration and [inset] October ad for Red Cross Shoes. WHC.

Other seasonal colors were advertised :

There is no price range on this ad for high-heeled Queen Quality shoes. WHC, March 1936. This ad is aimed at brides and “every other girl with a flair for fashion.” These styles were available in blue, and probably in a range of other color

Ads for Selby Arch Preserver shoes are interesting because they always show three women of different ages striding along in chic outfits. Ad from WHC, November 1936.

Queen Quality shoe ad, WHC, November 1936. The Bengal, right, looks rather middle-aged to me, but the Lanett pump, top left, has a very high heel.

These Walk-Over shoes from October 1936 range from casual and sporty (top left) to citified. Top left has a stacked leather heel. Prices $7.50 to $8.50, in a wide range of colors, including “Araby green.”

The top-stitched Walk-Over shoe at top right looks a lot like the gray shoe featured in that December fashion illustration.

Back to those $3 to $4 Paris Fashion Shoes: They were really inexpensive compared to shoes advertised in Woman’s Home Companion at the same time.

Red Cross Shoes cost $6.50 to $6.85 in November 1936.  That’s more than 50% to 100% higher than Paris Fashion Shoes. (A couple of these styles look rather graceful compared to others from 1936.)

These Foot Saver shoes cost as much as $12.75 in October, 1936. WHC. [Are those sequins?]

According to Woman’s Home Companion, October 1936, a working woman with a college education could expect to earn $18 per week. She was expected to need four pairs of shoes per year, at $3 a pair. Maybe she bought Paris Fashion Shoes!

https://witness2fashion.files.wordpress.com/2014/03/1936-oct-college-girls-budget.jpg?w=500

 

 

 

 

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Filed under 1930s, 1930s-1940s, bags, Gloves, handbags, Old Advertisements & Popular Culture, Purses, Shoes, Vintage Accessories