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.