Tag Archives: 1920s advertising

A Subtle Change in Fashion, 1920s to 1930s

Short sleeves on a very dressy dress; Delineator, February 1930. Butterick pattern 3032, for [Misses age] 14 to 20.

I’m not claiming that short sleeves were never seen in 1920’s clothing, but the short set-in sleeve — mid-bicep length — was usually associated with house dresses and work uniforms in the Twenties.

A short sleeved-house dress worn while washing dishes in February 1930. Super Suds soap advertisement.

The woman on the left in this picture wears a work uniform with short, set-in sleeves.

Left. a servant or waitress uniform, June 1929. Ad from Delineator.

The short-sleeved work dress below probably has kimono sleeves — cut in one with the top of the dress and finished with bias tape, like the neckline. This was a fast, cheap way to make a dress by eliminating facings and separate sleeves.

Woman ironing with a mangle while wearing a short-sleeved house dress. Ad, June 1929. Delineator.

Short kimono sleeves — that is, sleeeves not cut separately from the dress bodice — were very common, and contributed to the ease of making the typical twenties’ dress.

Two casual dresses from April, 1929. Butterick 2573, left, and 2541, right.

The alternate views are interesting: even in its long-sleeved version, 2573 has kimono sleeves at the shoulder. 2541, on the other hand, has short, set-in sleeves.

Alternate views of 2573 and 2541. April 1929. Waists are still low, and lengths are still short.

Full length views of Butterick 2573 and 2541. Delineator, April 1929.

2573 is for wear in the “country,” for sports like tennis [!], or “at home in the morning.” [The phrase “porch dress” was sometimes used instead of “house dress.” Either way, the dress stayed at home.]

Perhaps 2541 has set-in sleeves because it was available in very large sizes — up to 52 inch bust.

However, older and larger women were also offered these kimono sleeved dresses in early 1930:

Both Butterick 3028 and 3067 from February 1930 have kimono sleeves, but they reflect the rising waistlines of 1929-1930. 32″ to 44″ bust was the normal Butterick size range, but these models are not youthful.

[Period detail: Both of those dresses have bias tape bindings or accents. The scallop button closing was very popular.]

These dresses from June 1929, illustrated side by side, show a long (or short) close-fitting sleeve (left, No. 2648) or a kimono sleeve (right, No.  2668. )

Two typical dresses from the first half of 1929. Butterick 2648 (in sizes up to 48) has set-in sleeves. 2668 has kimono sleeves “for sun-browned arms”. Delineator, June 1929. These short dresses with low waistlines were on the verge of extinction in summer, 1929.

Close-fitting wrist-length sleeves, cut and sewn separately from the bodice, were usual for street clothes in the Twenties.
But I notice that the short sleeve, as we know it, was increasingly used on “dressy” dresses in 1929 and 1930.

The caption for this page was “Mature Grace.” The sheer dress on the left  (Butterick 3168) has the new, short sleeves — and it is suggested for older women in the normal size range. April, 1930. The name “one-quarter sleeve” is useful.

Two Butterick dresses from February 1930. I showed a detail of the one on the left at the top of this post — but I think it deserves a full-length view, too. [The Twenties are over.]

Many of the new, shorter sleeves were decorated with a non-functional tie or bow.

Butterick 3058 from February 1930 has short sleeves trimmed with decorative bows.

Right, another bow-trimmed short sleeve, from March 1930. This is definitely not a house dress. Butterick patterns from Delineator.

Left, a dress from Saks; right, Butterick blouse pattern 3282. Delineator, June 1930. Notice how long the dress is; both dress and blouse have natural waistlines. Bows on short sleeves were not just a Butterick pattern idea.

However, not all short sleeves from 1930 are set-in; the easier-to-sew kimono sleeve sometimes got longer:

All four of these dresses from June 1930 have the new short sleeve look, but, incredibly, they all have kimono sleeves — described as the key to an “easy to make” dress.

(Sewing tip: In my experience, a close-fitting, longish kimono sleeve is very likely to tear under the arm unless you add a gusset; if you don’t, it’s a good idea to use a stretchable stitch — like a narrow zig-zag — on the curved part of the underarm seam. Fabric cut in a curve will stretch — but only if the seam can stretch, too. An oval gusset is safer.)

All these 1930 dresses have set-in sleeves:

Dresses with short, set-in sleeves. Butterick patterns in Delineator, July 1930.

Bows on the sleeves were not obligatory.

Butterick patterns for young women, July 1930. Delineator.

But they are very “summer of 1930”!

A princess line dress with short sleeves trimmed with decorative bows. Butterick 3349 from August 1930.

All Butterick patterns pictured are from Delineator magazines.

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Filed under 1920s, 1920s-1930s, 1930s, Old Advertisements & Popular Culture, Tricks of the Costumer's Trade, Uniforms and Work Clothes, Vintage Styles in Larger Sizes

Ladies’ Pajamas from 1920

These pajamas were featured in an ad for Rit Dyes. Delineator, April 1920.

I found several images of women’s pajamas (or pyjamas) in this April issue of Delineator. Only one was a Butterick pattern; the others appeared in advertisements. They all had this in common:

These pajamas from 1920 are gathered at the ankle.

Constriction at the ankle must have been a “thing” that year. (It wasn’t new….)

Butterick patterns for April 1920 include the “pajamas or lounging robe,” center, No. 2055.

This pajama pattern was sized for misses and for women up to 44 inch bust measure — so it was not aimed at teens and college girls only.

One-piece pajamas, also sleeveless, were shown in an ad for Dove Undergarments and Lingerie.

An empire waist nightgown or pajama could be purchased from the Dove lingerie company. Delineator, April 1920.

A one-piece pajama, April 1920. Dove ad.

Another stylish pajama can be seen in the upper right corner of this fabric ad:

These college girls are wearing print kimonos and lounging pajamas in an ad for Serpentine Crepe. Delineator, April 1920. The wall is decorated with pennants from East Coast universities, including Smith, Wellesley, and Radclifffe — women’s colleges.

Serpentine Crepe was made by Pacific Mills, in Lawrence, Massachusetts. That’s their circular logo on the wall, below.

Pajamas, detail of ad for Serpentine Crepe, 1920. I do like the pattern of flying birds.

Gathering around the ankles was not new; I’ve seen it in 1917…

Butterick pajamas from 1917. No. 9433 for girls or women.

… and in new patterns issued as late as 1925 and 1926.

Lingerie for Christmas, Delineator magazine, December 1925. Pajama pattern 6031 is lacy and ruffled, and gathered at the ankle.

Butterick pajama 6947 is scalloped, with gathered ankles trimmed in Valenciennes lace. Delineator, July 1926.

The sleeveless, V-necked 1926 top is similar to the 1920 pajama pattern No. 2055.

In 1920, there was considerable variety in the pajama tops.

The high-waisted top of this one-piece pajama has a square neckline and short kimono sleeves.

The long top of these lounging pajamas is rather like the tunic dresses of the nineteen-teens. The bands of trim look like fagoting or insertion lace.

This sleeveless pajama top, Butterick 2055, looks cool and summer-y. [Notice the very different hairstyles on these women!]

But the alternate view of 2055 shows a version with sleeves and collar variations — and pajama bottoms that hang straight and loose at the ankle.

Alternate views of Butterick “pajama or lounging robe” No. 2055. Delineator, April, 1920.

It’s possible to imagine this sailor-collared pajama venturing out onto the beach — eventually.

Butterick 5948, pajamas from April of 1925, can be worn as beach pajamas. Delineator.

When did women start wearing pajamas? The Vintage Traveler wrote about that question here. Sweet dreams, everyone!

 

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Filed under 1910s and WW I era, 1920s, Hairstyles, Nightclothes and Robes, Old Advertisements & Popular Culture, Women in Trousers

Designer Watches from the Twenties

From an ad for Elgin watches designed by leading French couturiers.  Ad from Delineator, June 1928.

A very moderne wrist watch for ladies, designed by Premet for Elgin. From an ad dated June 1928.

You can see a copy of the Premet “Garconne” dress here. There is an excellent article about the history of Premet, by Randy Bigham, at Past Fashion.

Jenny was another very successful French designer of the 1920s. From an ad for Elgin Watches, June 1928. “The case is fashioned with jade, black, or ruby enamel.”

Here, from an older post, you can see the Premet, Jenny, and Agnes watches in color.

Randy Bigham has also written about Jenny (look for “Chanel’s Rival: The roaring ’20s designer you’ve never heard of”) at Past Fashion.

An Elgin watch designed by Madame Agnes, better known for her chic hats. Ad from June 1928.

Although Madame Agnes is now best remembered as a designer of hats, Mme Agnes Havet first worked for Doucet as a dress designer, and later her own couture house joined the house of Drecoll as “Agnes-Drecoll.”

I love the Art Deco looks of these watches, and would gladly wear any of them! They sold for $35, in an era when that was a week’s wages for a man. Notice that the watch band shown is usually a simple band of black grosgrain ribbon with a buckle clasp.

Want to Read More About Art Deco Designer Watches?

A few years ago I posted two other articles about these early, mass market designer watches, a line Elgin called “Parisienne.” Additional famous couturiers were featured. In 1929, some Parisienne watches were diamond-studded and cost $75.

https://witness2fashion.files.wordpress.com/2015/11/1929-june-top-elgin-diamond-watches-callot-soeurs.jpg?w=500&h=409

From an ad for Elgin’s Parisienne watches, Delineator, June 1929. Click here to read the entire post that first appeared in 2015.

This ad, from December 1928, showed the biggest selection of Elgin watches for men and women, and gave their varied prices.

https://witness2fashion.files.wordpress.com/2013/12/1928-dec-elgin-watches-ad-top-96dpi.jpg?w=500&h=277

From an ad for Elgin Parisienne watches that ran in Delineator, December 1928. Click here to read the entire post written in December, 2013.

If you are lucky, you may find one of these find these vintage watches from such designers as Callot Soeurs, LelongLanvin,  Molyneux, louiseboulanger, Jenny, Agnes  and Premet.

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Filed under 1900s to 1920s, 1920s, 1920s-1930s, evening and afternoon clothes, Old Advertisements & Popular Culture, Vintage Accessories, watches

Vintage Kodak Ads and Vintage Photos

Family photo:  Isabel Porter and Dot Barton in car, dated 1919. Isabel is wearing an embroidered dress, but Dot is wearing hiking clothes:  knickers and a middy shirt.

Imagine how dreary costume history in the 20th century would be without photographs — not just posed studio photographs, but the millions of pictures taken of and by ordinary people. Small, simple to operate, “pocket” cameras really did give us a window into the past.

Four teenaged girls from Redwood City, California, pose in a back yard on May 5, 1918. From left, Edith Nicholls, Ruth Cross, Dot and Helen Barton. Edith and Ruth are wearing fashionable dresses; Dot wears her school uniform and Helen adds a sleeveless sweater to hers.

I have written before about the importance of informal snapshots during  World War I, made possible by the development of small, light-weight, portable “pocket” cameras. Click here for that post.

“Snap-shots from Home” enhance morale for soldiers in World War I. Kodak ad, Ladies’ Home Journal, September 1917, p. 91.

Soldiers also took photos with the “vest pocket” Kodak and mailed them to the their families and friends.

Kodak was also developing innovative cameras for use at home. This 1917 advertisement is for the Kodak Autographic camera, which allowed you to record when and of whom the picture was taken on the negative: a 1917 time stamp!

Ad for the “Autographic Kodak”, from Delineator magazine, July 1917.

“And to make an authentic, permanent record, on the negative, is a simple and almost instantaneous process with an Autographic Kodak.” 1917.

This ad appeared seven years later, but the “family” focus is the same.

Ad for the Autographic Kodak from Delineator, May 1924.

The Autographic Kodak was still being advertised in 1924, but, sadly, no one in my family seems to have had one — so they wrote on the pictures, sometimes long after they were developed, and not always accurately.

The folks in this group photo are named in ink on the margin of the picture.

Isabel and Dot visit an Aviation School, dated 1919.

Dot in the cockpit and Isabel beside the plane, dated 1920. Was this picture really taken in a different year? Did they take flying lessons? Some women did — quite successfully.

By 1927 you could take your own moving pictures:

Home movies taken with a Cine-Kodak, from an ad in Delineator, March 1927.

From an ad for the Cine-Kodak, Delineator, May 1927. The cost of a camera, plus a “Kodascope C  for projecting,” and a projection screen, was $140. “The price of Cine-Kodak film, amateur standard (16 mm.), in the yellow box, includes finishing.”

My Uncle Mel had a movie camera in the late 1940s, and, as the only toddler in the family, I was filmed so often that when my parents took me to a movie theater for the first time, I watched for several minutes and then began shouting, “Where’s Me? Where’s Me?”

My Uncle Mel as a teenager, with Ruth Cross. Ruth wears a pinafore. WW I era.

How I wish I could watch those family movies today — to see my parents and grandma and aunts and uncles in motion, wearing their ordinary clothes, doing ordinary things….

Family and friends at a party in the early 1930s. I recognize many of these faces, although I was born many years later. The photo is about this small, since it was a contact print.

The McLeods pose for a snapshot. The mother is dressed very differently from her daughters. 1920s.

Three men pose in La Honda, CA, in the 1920s. Yes, people did wear those golf outfits, [matching sweater and socks!] even when not playing golf. 1920s.

In the late 1920’s, pocket cameras were so common that Kodak advertised them in different colors, to match your outfits. Obviously, women were taking a lot of the pictures that we treasure today.

Ad for Vanity Kodaks in colors to match your outfit. Delineator, June 1928.

Top of ad for Vanity Kodaks. 1928.

“Vanity Kodaks come in five lovely colors [“Redbreast, Bluebird, Cockatoo,  Seagull and Jenny Wren”] to harmonize with one’s costume.” 1928 ad.

My Aunt Dot took to photography early. You can see her shadow as she takes this photograph of young Azalia Dellamaggiore in front of the Redwood City courthouse in 1918.

Here Dot and a soldier are photographed by someone else, but Dot has her camera in her hand.

 

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Filed under 1900s to 1920s, 1920s, 1920s-1930s, 1930s, Children's Vintage styles, Old Advertisements & Popular Culture, Uniforms and Work Clothes, vintage photographs, World War I

Whoopee Booties, 1929

Whoopee Booties, Sears catalog, Fall 1929, p. 63. They came in red with gray or black with red trim.

Last week The Vintage Traveler reminded me that shoe illustrations, being fashion illustrations, are not always truthful. As a vintage buyer and dealer, she observed that real 1920’s shoes generally do not have super-high heels. That sent me to the ever-useful Sears Roebuck catalogs at Ancestry.com. And that is where I was distracted by these “Whoopee Booties” from 1929.

Sears Whoopee Booties, 1929. “Modern as youth itself!” Do they lace all the way up, or do they “flap?” Rain boots from 1928 looked like this.

And before discussing heel height, I want to recommend one of the best articles on “Flappers” that I’ve ever seen; the Silent Film site Silent-ology devoted the month of March 2018 to Flappers and wrote this brilliant essay to set the theme. Click here for The History (and Mythology) of 1920s Flapper Culture.

And Now, Back to Heel Heights from 1929

Sears did offer one pair of 4 inch heels:

Four inch heels from Sears’ Fall catalog 1929, page 66. “Patent leather d’Orsay pump, made on the Follies last, featuring the new 4-inch covered spike heel and short vamp which make the foot look smaller.”

Women from the twenties (like my mother and my aunt) were proud of having small feet (or, more precisely, of wearing small shoe sizes, which is not quite the same thing….) It’s interesting that in 1929  “smaller feet,” not “longer legs,” was the selling point for higher heels.

But, as The Vintage Traveler predicted, in most of these ads showing high heels, the heel height — even when described as “spike heels” — is two and a half inches.

Two and a half inch “spike heels.” Sears catalog, Fall 1929, page 67.

Purple heels from Sears, Fall catalog , 1929, page 63. Available in Antique Purple kid or black patent leather; as illustrated, the heels look  high, but they are “2 1/2 inch covered spike heels.”

These pumps were available in black satin (for evening) or black patent leather. They have 2 1/2 inch “spike heels.” Notice the range of sizes.

The Savoy style was “an actual copy of a high priced model” — and these heels were only 2 inches high.

Ditto for The Parisian:

The Parisian shoe from Sears. Fall of 1929, p, 66.  These are actually 2 inch heels.

The heels of these green shoes are just 1 3/4 inches high, but they don’t aspire to be “spike” heels. Sears, Fall of 1929, p. 64.

These surprisingly asymmetrical shoes have a delicate braided T strap which seems to un-braid on to the toe of the shoe. The 1928 article in Delineator remarked on the unusual asymmetrical style of a shoe by Perugia.  These chic shoes also have a modest 2 1/2 inch spike heel.

And, to return to those youthful Whoopee Booties, they have a 1 and 3/4 inch “military” heel.

Whoopee Booties from Sears, 1929. They have 1 3/4 inch heels.

If you have any doubt what “whoopee” is …. There was a hit song about it in 1928:
“Another bride,
Another groom,
Another sunny honeymoon,
Another season,
Another reason
For making whoopee.”
“The chorus sings, “Here comes the bride.”
Another victim is by her side.
He’s lost his reason cause it’s the season
For making whoopee.”
“Another year or maybe less
What’s this I hear?
Well, can’t you guess?
She feels neglected so he’s suspected
Of making whoopee.”

Detail: ad from Delineator, May 1929.

“She sits alone most every night.
He doesn’t phone or even write.
He says he’s busy.
But she says, “Is he?”
He’s making whoopee.”

The song ends in the divorce court, where the judge says,

“You better keep her.
You’ll find it’s cheaper
Than making whoopee.”

You can see Eddie Cantor perform his 1928 stage hit song, “Makin’ Whoopee” in this movie clip from the 1930 color (!) film musical Whoopee!

Co-produced by Florenz Ziegfeld (Jr.) and Samuel Goldwyn, this film is as close as I’ll ever get to seeing a Ziegfeld show — with musical numbers staged by Busby Berkeley. Set “out west,” the film quality is poor, the plot is silly, but the costumes are fabulous — if you can stand dozens of half-dressed women of European ancestry wearing enormous feather headdresses, and Eddie Cantor wearing blackface….(truly nauseating.) If you’re designing a revival of Will Rogers Follies, it’s a must-watch bit of research. Besides, tap-dancing cowboys!

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Filed under 1920s, 1920s-1930s, Old Advertisements & Popular Culture, Resources for Costumers, Shoes, Vintage Accessories

Women’s Fashions for February, 1927

Butterick patterns from Delineator, February 1927, page 22. Illustrations by M. Lages.

Butterick patterns from Delineator, February 1927, page 25.

These patterns for spring of 1927 show quite a variety of looks, from a graded-color “compose” dress to peasant-look embroidery. There is a bolero dress, plus two shirred dresses, and a really striking coat — simple in style, but dramatic when made in a jazzy fabric.

Butterick’s “informal” coat 1254 looks fabulous in this material. Note the tie belt, which seems to run under the pocket.

The dresses on these pages are very different, but all twelve illustrations show variations on one (rather sloppy) hat style.

Butterick 1300, 1264, and 1270, Delineator, February 1927, p. 22. 1264 has the bolero look — but the bolero only hangs loose in back.

The sheer Georgette vestee — or dickey– is detachable. The bodice tabs extend into belt carriers in back.

Butterick 1270 is a “frock that looks like a coat.” I could use a bit more construction information on that one….

Pages 23 and 24 showed four more outfits, including this graded dress and a dress-and-jacket combination.

Butterick graded-color dress 1282 is monogrammed, a style attributed to Patou, and suggests a jacket — an illusion. Dress 1298 combines with a real jacket, Butterick 1229, to create a suit. Delineator, Feb. 1927, page 23

As is often the case, the back of the outfit is much plainer than the front.

Butterick dresses 1278 and 1253, Delineator, Feb. 1927, p. 24. No. 1278 has a dark band on the skirt and at the bottom of the sleeves. (The dress at the right seems to me to be a bit of a hodge-podge….)

The following fashions are from page 25:

A woman in a shirred dress (Butterick 1238) leads a woman in a tiered, graded-color dress (Butterick 1280.) Delineator, February 1927, page 25. No. 1238 could be made sleeveless for evening, and was available in large sizes.

Details of Butterick 1238 and 1280. No. 1238 is shirred in a semicircular pattern at the closure. The sleeves and belt of No. 1280 repeat the color progression of the skirt tiers.

Butterick 1268 has a lighter yoke and sleeves, and darker banding. Butterick 1276 has sheer, embroidered “peasant” sleeves. Delineator, Feb. 1927, p. 25.

What to wear under these clothes? A light, boneless corselet like this one minimized the wearer’s curves:

A light foundation garment made by Gossard. Ad from Delineator, Feb. 1927.

And don’t forget to dye your stockings to match your dress….

Ad for Putnam Dyes, Delineator, February 1927, p. 121.

 

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Filed under 1920s, 1920s-1930s, Corselettes, evening and afternoon clothes, Foundation Garments, Hats, Hosiery, Hosiery, Hosiery & Stockings, Sportswear, Vintage patterns, Vintage Styles in Larger Sizes

More Ads for Woman’s Institute from 1920’s and 1930’s

1933 ad for Woman’s Institute dressmaking course. Big, ruffled “Letty Lynton” sleeves became a huge fashion influence after the release of the movie in 1932.

In a previous post I wrote that Woman’s Institute ads were different every month, and that lining them up gives a mini-tour of fashions for each year. I have no photos from some years and some months, so there are big gaps in this little fashion show. I’ll just put the ones I have in chronological order. I love the captions, which repeat a few Woman’s Institute themes, like “It’s the prettiest dress I’ve ever had” and “I love to wear this dress.”

Woman’s Institute Fashions from the Twenties

February 1924 ad for Woman’s Institute dressmaking course. This dress is basically a simple tube with neck and arm openings and a belt.

December 1924 ad for Woman’s Institute dressmaking course. Except for the collar, this is a dress based on rectangles.

August 1925 ad for Woman’s Institute dressmaking course. 1920’s fashions are getting more complex.

August 1926 ad for Woman’s Institute dressmaking course. “Nothing will ever appear ‘home-made.’ “

By December 1926, Twenties’ styles are no longer simple tubes or rectangles.

December 1926 ad for Woman’s Institute dressmaking course.

January 1927 ad for Woman’s Institute dressmaking course. Notice how short skirts have become in just 25 months.

Styles had changed a great deal between December 1924 and January 1927 — just two years:

A Woman’s Institute “One Hour Dress” from 1924; two years later, the Woman’s Institute ads showed much more complicated styles.

However, the possibility of making a dress in one hour, thanks to early 1920’s styles, probably inspired many women to try making their own clothing for the first time.

February 1927 ad for Woman’s Institute dressmaking course. This dress requires piecing curves; it’s not a project for beginners.

March 1927 ad for Woman’s Institute dressmaking course, “used by over 230,000 women and girls.”

August 1927 ad for Woman’s Institute dressmaking course. Now there are 250,000 users.

October 1927 ad for Woman’s Institute dressmaking course.

February 1928 ad for Woman’s Institute dressmaking course.

June 1928 ad for Woman’s Institute dressmaking course. This is the most matronly outfit I’ve run across in these ads.

The reason many women sew for themselves is that they have non-standard-sized bodies or hard to fit figures. (Having an exceptionally small waist, broad shoulders, or tall body makes it hard to find store-bought clothes that fit, just as having a smaller or larger than average body does.) Oddly, the Woman’s Institute ads I’ve seen don’t seem to be aimed at hard-to-fit women.

October 1928 ad for Woman’s Institute dressmaking course. This dress has a chic, asymmetrical collar and side drape.

Sending in the coupon from October 1928 would get you a 32 page booklet and a 60 page dressmaking lesson “which tells how to take correct measurements, select the right pattern, alter to your own measurements, cut and fit for all types of figures, etc.” Perhaps hard-to-fit women let their dressmakers alter patterns for them.

March 1929 ad for Woman’s Institute dressmaking course.

Woman’s Institute Fashions from the Thirties

I have not collected many ads from 1929 or 1930, so my parade of fashions from Woman’s Institute ads has some big gaps.

February 1931 ad for Woman’s Institute dressmaking course. This shows that not all hems dropped precipitately after 1929.

I have no photos from 1932, but the very long hemline on this dress was well established by 1933.

January 1933 ad for Woman’s Institute dressmaking course. “The new feminine fashions have created a big demand for dressmakers.”

February 1933 ad for Woman’s Institute dressmaking course. 1930’s ads often showed evening gowns.

This marks a change to more evening gowns in the Institute’s advertising; 1933 was one of the worst years of the Great Depression. Ads that said “Earn $20 to $40 a week at home” in 1924 said “Earn $10 to $35” in March of 1933:

March 1933 ad for Woman’s Institute dressmaking course. Scottie Dog (and fox fur stole) optional.

The number of women wearing furs during the Depression used to surprise me, but “In 1917, there were only four fur farms in the entire United States; by 1930, there were more than forty-five hundred.” This drove down the price of furs — and millions of animals were raised for slaughter. [See A Perfect Fit by Jenna Weissman Joselit.] Also, cheap furs from domestic animals like rabbits and dogs were sold as coney “seal” and “Manchurian wolf.”

March 1934 ad for Woman’s Institute dressmaking course. In 1934, “Letty Lynton” sleeves were still in style, and a dressmaker might earn a more optimistic “$20 to $50 a week.”

September 1934 ad for Woman’s Institute dressmaking course.

Woman’s Institute ads seem to feature more evening dresses in the 1930’s, perhaps because the emphasis is changing to copying fashions, designing your own, and owning your own business or dress shop.

March 1935 ad for Woman’s Institute dressmaking course. “You can earn a splendid income in a dressmaking business of your own.”

February 1936 ad for Woman’s Institute dressmaking course. “Earn Money in Dressmaking and Designing.”

March 1936 ad for Woman’s Institute dressmaking course. [What a lovely train!]

In addition to lessons in making dresses and hats, Woman’s Institute courses on Cookery and, now, Tea Room Management were available.

Traditionally, most 20th century women who had their clothes made by dressmakers started with a commercial pattern or a photograph from a fashion magazine, although they might ask for changes to suit their taste.

September 1936 ad for Woman’s Institute dressmaking course. This ad is unusual because it shows a commercial pattern, Vogue 7403.

These 1930’s ads now introduce the idea of copying high fashion, designing dresses, and opening your own dress shop.

October 1936 ad for Woman’s Institute dressmaking course.

February 1937 ad for Woman’s Institute dressmaking course. “Earn a fine income at home.”

The ability to work from home has always been important to women with children and other domestic responsibilities. And, of course, the overhead of a home business is lower than that of a shop.

October 1937 ad for Woman’s Institute dressmaking course. You can earn money at home . . . or have a good income in a smart dressmaking shop of your own.”

In 1938, Woman’s Institute placed this ad in a Butterick Fashion News Flyer, encouraging women who use commercial patterns to design and make their own clothes with the dressmaking skills learned from Woman’s Institute.

Woman’s Institute advertisement that appeared in the Butterick Fashion News Flyer for March, 1938.

“Be the smartest dressed woman in your town!” That’s almost what the ads said in 1917!

Testimonials from Woman’s Institute customers. There are now 300,000 of them. March 1938.

Coupon for Woman’s Institute, March 1938.

Mary Brooks Picken also published a quarterly magazine, Fashion Service. If you are researching Woman’s Institute ads, I found 1114 citations with a search on the Cornell University Home Archive.

 

 

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Filed under 1920s, 1920s-1930s, 1930s, evening and afternoon clothes, Old Advertisements & Popular Culture, Resources for Costumers, Woman's Institute