Tag Archives: 1920s advertising

Evening Gowns Held up with Straps, 1920

Butterick pattern 2690, evening gown with camisole top, Delineator, December 1920. This pattern was featured two months in a row.

Evening gowns for misses aged 14 to 19; Butterick patterns from February 1920. Delineator.

The 1920 name for these gowns, bare-shouldered and supported only by straps, was “camisole top.”

Paris fashion by Georgette, illustrated for Delineator in February 1920.

Actresses and couturiers introduced these very bare evening looks before 1920, but I am surprised by how many 1920 examples I found when I started looking — and in just one source, Butterick’s Delineator magazine. [I did find a Standard pattern from 1919 with a straight top, simple straps, and optional sheer, cape-like sleeves at the Commercial Pattern Archive: Standard 391, archive No. 1919.65 BWS]

There aren’t even visible straps holding this bodice up, just the beaded hem of the sheer drape:

Butterick evening waist pattern 2083, Delineator, January 1920.

Digression: Serendipity — here is a surprising discovery I made while reading the text of a 1924 corset ad:

Unfortunately, this corset ad mentioned a strapless brassiere but did not illustrate it. Bien Jolie ad, Delineator, September 1924.

The earliest strapless brassiere I found in the Sears catalog was Fall, 1939.

Only slim strands of beads are supporting this gown from 1920.  Delineator, March 1920, p. 128.

The text for this photo concerned the “coils over the ears hairstyle,” and didn’t even mention that very revealing dress. Nor did this photo of a messy “houpette” hairdo have much to say about the beaded straps of this young woman’s gown:

This photo caption did mention “braces over the shoulders,” but was really focused on the “houpette” hairstyle.

“We only meant to show her ‘houpette’ coiffure, but from the braces over her shoulders to the ribbons on her feet she is so utterly engaging that we could find no place to draw the line.”Delineator, March 1920.

While I recover from that admiring description, perhaps I should mention that the 1920s’ “camisole” was sometimes an undergarment for the top of the body, but also referred to the simple bodice that many 1920s’ skirts hung from.

Later 1920s’ skirts didn’t necessarily hang from the waist; a simple bodice (“camisole”) could be basted to skirts so they hung from the shoulder.  Butterick skirt patterns 6601 and 6588, 1926; Warren’s camisole skirt foundation ad, 1924.

One thing “camisole” seems to mean is “a bodice/undergarment suspended from [narrow] straps.” (In 1920, the word “chemise” might also describe an undergarment with narrow straps.)

The narrow straps of these French couture gowns are really minimal: just a strand or two of beads:

Don’t be distracted by her necklace; her dress is ends just above the bust and is suspended from strands of beads. By Drecoll, sketched for Delineator, May 1920.

Evening gown by Beer. Sketched for Delineator, October 1920.

Butterick patterns followed suit:

Butterick 2690, illustrated in November of 1920.

This camisole topped dress came in sizes 32 to 46 bust, and the skirt, embroidered with a spiderweb pattern, seems “vamp”-ish to me.

Butterick embroidery design 10741 is a pattern of spiderwebs.

[Lanvin showed a lacy spiderweb design like this in 1922 (French Vogue, January 1.) ]

The same 1920 issue of Delineator showed a more modest alternate version: sleeveless, with V-neck.

Butterick evening dress 2690, in a more covered-up version; illustrated in Delineator, November 1920.

Yes, this is the same dress as the black, very bare version at the top of this post; that illustration was from December 1920.

Butterick 2690 with the camisole top and the “pleated panels” skirt. December 1920. It seems to be black, but might be any dark color.

Delineator showed women how to make “Paris” trims for evening dresses:

“Making Paris Trims” article from Delineator, March 1920, p. 147. [Several of the dresses for misses have this high waist and a strap top.]

These very bare dresses for misses have beaded straps:

Butterick 2067 for young women aged 14 to 19, February 1920.

Butterick dress 2702-B is a camisole top dress. For misses 16 to 20.  Delineator, November 1920, p. 127.

Butterick 2702-B next to a V-necked dress more usual in the evening wear of the mid-1920s. Actually, they’re the same pattern…!

The “conservative” dress pattern (2702-A) also included a camisole top version (B); what’s more, No. 2702 is the “size 16 to 20 years” version of Butterick 2690! Butterick was really committed to these styles.

Butterick 2702 is a teens’ 16 to 20 version of 2690, illustrated in two camisole versions and a pale blue  sleeveless one earlier in this post! 2702-A is like the sleeveless version of 2690, but with an optional sheer sleeve.

Straps didn’t have to be beaded:

Butterick 2181; February 1920. Two different straps.

Party looks for “debs and sub-debs,” Delineator, Feb. 1920.

The contrast between the covered-up and very bare dress is striking, and reminds me that young men returning from war were more accustomed to the #2151 kind of party dress (above left) than the “nothing under this dress but me!” #2181 (center.)

Two dresses with strap tops, and a slightly more conservative one, right. #2130 is actually pretty revealing, too, since it has a very sheer layer over a camisole top.

The sheer-over-camisole-top versions were probably chosen by girls (or their mothers) who were not ready to show off so much bare skin. All these alternate views include a sheer sleeve.

Paris designer Elise Poret showed a sheer layer over her bare, camisole-strapped bodice in February 1920.

Party dresses for 14 to 19 year-old women. Butterick 2107 and 2238, March 1920.

The dress at left has a gathered sheer layer over a camisole top. Most 1920 evening dresses were not bare, camisole topped fashions. This pattern is another from February 1920.

Butterick evening waist pattern 2172 with skirt 2166. February 1920. The horizontal line of the camisole layer is partially covered by the V-shaped top layer.

This dress, Butterick 2682, does not have the dropped waist of the later nineteen-twenties, but the V-neck and sleeveless bodice are very typical of those years.

However, the popularity of camisole-topped dresses —  bare, revealing dresses — is shown by their appearance in these ads:

Ad for Woodbury soap, for “the skin you love to touch.” Delineator, March 1920.

From an ad for Cuticura soap, November 1920.

From an ad for Cutex nail polish. September, 1920. Two different straps.

From an ad for DeMiracle hair remover, “every woman’s depilatory.” Delineator, January 1920.

Detail, cover of Delineator Magazine, October 1920.

The initial shock of dancing with young women in scanty, revealing clothing didn’t happen in the “Roaring Twenties.” It began with the “lost generation” right after World War I. ” …Members of The Lost Generation had survived World War I but had lost their brothers, their youth, and their idealism.”  They didn’t “discover” sex, but they certainly discussed it more frankly than their grandparents had.

 

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Filed under 1900s to 1920s, 1910s and WW I era, 1920s, evening and afternoon clothes, Hairstyles, lingerie, Underthings, Underthings, Hosiery, Corsets, etc, Vintage Couture Designs, Vintage Styles in Larger Sizes

“Turn Your Housework into Exercise;” Advice from 1926

Vary the way you pick things up from the floor.

No time to go to the gym? That was a problem in the 1920s, too. In 1926, Dr. Lillian E. Shaw had these suggestions for “the housewife and mother whose innumerable duties keep her occupied from morning till night.”

“Her back may be kept straight and flexible, abdominal muscles firm and hips slender by using every day in her work the same kinds of exercises the instructor plans for her classes in the gymnasium.”

Even making the bed is an opportunity to stretch and strengthen muscles. Article in Delineator, March 1926.

Balance exercise: putting on stockings.

[I think I’d put my back against a wall before trying this for the first time….]

Flexing your torso while brushing your hair.

Dust with both hands.  Work from the shoulder.

Making the bed or dusting is an opportunity for deep knee bends.

Making the bed can be an opportunity to stretch side and back muscles.

Use different muscle groups to pick things up from the floor.

One way of picking up a piece of thread.

A different way to pick up a piece of thread.

Don’t think of it as vacuuming; think of it as strengthening exercise!

I’m really sorry I missed the opportunity to photograph page 66! I think these illustrations are charming, ( Look!– realistic drawings of the human figure — in a fashion magazine!) and the idea of doing repetitive tasks using different muscle groups makes sense to me. ( I wish I had been doing squats more often, while my knees still worked pretty well….) When your loved ones leave toys and socks on the living room floor, think of those objects as opportunities to use the four “pick up” positions!

What the attractive young housewife wore in 1926.

From the fashion viewpoint: notice that the typical 1926 housewife in the exercise article is wearing stockings and a dress to do housework, but her shoes are very low-heeled, and her belt is at her waist, not her hips….

A woman proudly shows her new Congoleum kitchen flooring to a visitor. Delineator, 1925.

Advertisements are always a useful reality check when you’re doing fashion research. The advertising agency (and Congoleum executives with ad approval) thought their audience could identify with this look, even if the fashions were definitely out of date by 1925.

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Filed under 1920s, Musings, Old Advertisements & Popular Culture, Shoes, Uniforms and Work Clothes

From Curved to Straight and Back Again: Corsets 1917 to 1929

Ad for Bien Jolie Corsette, an all-in-one bust flattener and corset. Delineator, March 1926.

Corsets, 1907 and 1926. The garment on the right is a “corsette,” very lightly boned — if boned at all.

I took a detour from corsets to brassieres before writing this post, because brassieres became necessary when corsets became so low that they couldn’t offer bust support.

The female shape as seen in corsets advertised in Delineator: 1907, 1917, and 1924.

American Lady corset ad, April 1917.

In 1918, this Kabo corset and brassiere ad pairs a corset with a brassiere. The two were often worn together. Kabo made both.

Most brassieres of this era did not have two “pockets,” or “cups” as they were later called; they did not lift the breasts, but “confined” them. Click here for bust confiners.

Ad for the Kabo “Flatter-U” brassiere and bust flattener. Delineator, November 1920. “It makes a flatter you.”

DeBevoise brassiere ad, June 1920. Delineator. This mesh brassiere (some would call it a bandeau) produces a low bust with a very gentle curve.

Warner’s Rust Proof Corset ad, February 1922. These corsets are being worn without a brassiere.

These dresses from 1922 are nearly unstructured, like a tube with a belt and sleeves. Butterick patterns. Low busts, slouching posture.

[How were those busts possible? Read on.] The smooth, tubular lines of the Twenties demanded a smooth, all-in-one garment, brassiere plus girdle, and the corsette or corselette was born.

Article in Delineator, February 1924.

This Treo “brassiere girdle” — “a combination garment” appeared in May, 1925.

Bien Jolie corsette ad, October 1924, Delineator.

Some women (especially young or slender ones) wore a girdle without a brassiere. Below, left: a “hip-confiner” of glove silk.

Left, a glove-silk hip-confiner was almost not there. Right, a corset for those who needed more control. Delineator, February 1924.

Some wore neither.

Some slim women wore a girdle or corset with a brassiere…

Brassiere patterns from Butterick’s Delineator, July 1926.

…  or a bandeau.

Bust-flattening bandeaux from Sears catalog, 1928.

However, for those larger women who wore a bust-flattening brassiere with a corset, the brassiere needed to come down over the corset to prevent an ugly bulge between them:

Long Brassiere. From fashion advice article in Delineator, February 1924.

Ad for the H & W brassiere with diaphragm control. March 1924. It won’t “Push up” the “flesh.”

Dress patterns from Butterick, April 1924; Delineator.

Those who wanted a completely smooth, no curves, flexible shape under their dresses could wear a corselette.

This corsette gives a perfectly flat silhouette in front. 1924.

(There were many spelling variations: Corsette, Corselet, Corselette, Corsolette….) Most corselettes did not use metal bones, but depended on seams and elastic to shape the body into something resembling an oblong test tube — the “boyish” shape suited to Twenties’ fashions.

Left, a corset; right, a bust flattening bandeau over a waist-high corset. April 1925. DeBevoise ad.

Article in Delineator, February 1926, p. 24.

This corsette is trying to turn a mature figure into a boyish one…. Bien Jolie ad, February 1926.

Corselette for large figures, “boned in the modern manner.” The bottom may be boned, but the top is soft silk jersey! Warner’s ad, April 1925.

A very flat posterior was as important as a flat bosom:

Back view, Bon Ton Corset ad, April 1925.

More corsettes/corselettes from 1925:

Bien Jolie Corsette ad, April 1925.

Bien Jolie corsette ad, June 1925.

Casual dresses from Butterick patterns, June 1925; Delineator, p. 29.

Although you might not see it in these ads, (perhaps because corsette ads were probably aimed at women old enough to have “figure problems”) by 1926 a change was taking place.

Article in Delineator, February 1926. p. 24.

“The younger woman who can keep slim and firm… either wears no corset at all or a tiny girdle of satin or glove silk with an equally ephemeral bust-supporter of lace or net.” Interesting that in 1926 1) the bust is supported, not flattened; and 2) the girdle supports a curve under the bottom. (The illustration does not quite match this description.)

Illustration for article in Delineator, February 1926, p. 24.

Research by the J. Walter Thompson advertising agency in 1924 and 1925 discovered that younger patrons, dubbed “flappers” by buyers and the JWT staff, “were looking for uplift styles of brassiere, in contrast to older women who wanted the flattening styles.” (Uplift, p. 40.)

Curves gradually returned. For me the interesting thing about these Butterick brassiere patterns from 1926 is that both the flatteners and the brassiere with breast separation are on the same page:

https://witness2fashion.files.wordpress.com/2016/04/1926-july-p-38-500-undies-top-left-bras-flattener.jpg

At top, two bust flatteners, pattern 6964. At bottom right, pattern 6961 for a brassiere that separates and does not flatten the breasts. Delineator, July 1926, p. 38. [It does not offer any support, just coverage.]

Bien Jolie corset ad, July 1926, p. 80. Delineator.

Bien Jolie corsette ad, September 1926. (Quite interesting fabric!)

Gossard corset ad, February 1927.** Note the curvy hips and the division between the breasts.

The bust was being worn in a more natural position:

Couture evening dresses by Boulanger and Paquin, illlustrated for Delineator, February 1927. p. 18. Note the high bust.

Modart’s combination, March 1928. Notice her curved bust silhouette. (Not helped by that garment!)

Modart ad, March 1928. Bandeau and girdle, bottom of same ad as above.

This brassiere isn’t even mentioned, but it has separation and a supportive band. Modart ad, March 1928.

Transition: two “foundation garments” featured in the same corset advice article; Delineator, March 1929.

The return of the curve, 1929:

Fashions that show off the female shape: (Butterick patterns) September, 1929. Delineator.

Light, non-restrictive foundation garments, October, 1929. Delineator.

Soft, flexible undergarments from Nemo-flex. Illustration from Delineator, October 1929.

Improvements in elastic, made possible by new Lastex fabrics, came just in time for the change to 1930s fashion.

** Gossard corsets had an ad campaign praising the curve (Hogarth’s “line of beauty”) as early as 1924.

Ad for Gossard “Line of Beauty” corsets, praising the curved figure, Delineator, February 1924.

If you’ve read all the way to here:  sorry this post was so long, but there was a lot I needed to get off my chest…!

 

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More “WTFashion?” Ads from Delineator: Bust Confiners (1900s) to Brassieres (1920s)

Ad for Gossard Bust Confiners, Delineator, March 1910, p. 250.

As discussed in the wonderful book Uplift, for centuries the breasts were supported from below, by a corset which pushed them up.

In the mid-twenties the uplift brassiere was invented, which supported the breasts from the shoulder (with the combination of bra straps and an elastic band below the breasts.)

No drooping breasts (see the “BEFORE” dotted line) when you wear the A.P. Uplift bra.**** Ad from Delineator, April 1930.

But until the modern brassiere was invented,** women’s breasts were often subject to exaggeration (pushed up and padded in the early 1900s) or suppression — “confined” and flattened. All aboard for the history herstory tour…. *****

Women’s corsets for regular figures, 1907 and 1926. Both from Delineator magazines.

In 1907, the “big bust, big hips” S-curve figure was supported by a corset which covered only the bottom of the breasts.

The Nemo Self-Reducing Corset for stout women, Delineator, November 1907.

This was a problem for large- (even slightly large-) busted women. If the corset hits just a little too low, your breasts droop over the top, or slip out of the corset when you raise your arms. So, like wild beasts or prisoners, breasts needed to be “confined.” Something stronger than the chemise or camisole (worn under the corset) was needed

This Corslette provided boned support to large breasts. Ad, Delineator, November 1907,  p. 856. Corslette made by Arthur Frankenstein & Co. [no, seriously.]

“It holds the bust high or low ….”

Text of the Corselette ad, 1907.  It could be worn without the corset for outdoor sports.

“A boon for the stout. Reduces Bust Measure 3 to 4 inches [OMG– Is this the first Minimizer bra ad?] ….Holds the bust high or low and prevents the flesh overriding the corset…. Double Boned Special deep back for Stout and Long Waisted.”

Front view of boned Corslette bust supporter, 1907. The shadow shows where her corset stops.

Elastic back of Corslette Back and Bust Supporter. 1907.

By 1910, a straight, slim silhouette was coming into fashion, and the top of the corset was getting too low to support the breasts.

Lower corsets appeared in this National Cloak Co. ad. February 1910.

Bust confiners to the rescue!

Gossard Bust Confiner ad, Delineator, March 1910.

Detail, Gosssard Bust Confiners, 1910.

Text of Gossard Bust Confiner Ad, 1910.

“The most striking change in the new corsets this season is the lower bust, which to many women will be a grateful improvement. With the low corset, a bust confiner is indispensable to give graceful contour and the desired straight, slender figure….”

Gossard “bust confiner” Style 54 was made to be sewn over the top of the corset, as shown here.

This Gossard Bust Confiner fastens in the front, like a corset cover, with hooks and eyes.

Unlike a corset cover,*** it was heavily boned.

In 1912, the spelling of the new “brassiere” was flexible. Ad for the Siegel-Cooper catalog. Delineator, September 1912.

“Brassiere” is not what a bust-supporting garment was called in France, but American advertisers chose that word to describe this new garment.

Ad for De Bevoise brassieres, “far superior to any corset cover.” June 1910.

The hook at the center front waist of the brassiere attached it to the corset.

In 1912, Paul Poiret was very influential, introducing a long, straight silhouette with a very high waistline and a raised bust. In 1815, women wore a bust-supporting corset under Empire fashions. This photo of a model wearing a high-waisted fashion by Paul Poiret gives an idea of the problem of a corset without bust support. (Her dress and chemise are doing whatever supporting there is.)

One of Poiret’s models, photographed in 1912. Delineator, June 1912. Her breasts seem to be hanging over the top of her corset.

In his book, En Habillant l’Epoque, Poiret told a story about one of his models (not necessarily this one) that has stuck with me for years:

“Am I the only one to know that this bird of paradise concealed the vilest of bodies, … that her breasts, empty and unspeakably awful, had to be rolled up like pancakes in order that they might be packed into her majestic bodice?” — Quoted and translated by Quentin Bell in his book, On Human Finery.  [I imagine that Poiret originally said they were rolled like “crepes.”]

OK, the brassiere needed to be invented! But…. The brassieres of 1914 through the early 1920s treated breasts as something which needed to be confined, suppressed, and compressed…. (I wish I could come up with a joke about the monobosom and “solitary confinement.”)

DeBevoise Brassiere ad, May 1914. Delineator.

The silhouette … for 1914 … is the straight figure, with small hips, large waist, and no bust,” wrote Eleanor Chalmers. Delineator, April 1914, p. 38. (Surprise: this fashion didn’t start in the 1920s.)

1917 fashion illustrations often show a very low bust (a fashion which would be appreciated by some women.)

By 1917, the low bust was an option for chic women.

The natural, uncorseted look meant that breasts could be worn low, although “stout” women were always advised to wear a brassiere.

Famous dancer and fashion icon Irene Castle, an early adopter of bobbed hair, is obviously choosing to go without a brassiere.

Irene Castle’s breasts are not “confined” in this photo from 1917.

Nevertheless, some young women with naturally high busts would choose to wear a breast-flattening brassiere.

Butterick pattern illustrations, September 1917.

It’s hard to believe that young models could achieve a bust this low and flat without a flattening brassiere.

Couture evening dress by Doeuillet, sketched for Delineator, September 1917. Young face; low, flat bust.

That is not a “natural” figure silhouette for a woman.

By 1917,  advice was that “With a low corset even a slender woman requires a brassiere or bust confiner.”

Delineator article, Sept. 1917.

This DeBevoise low backed brassiere (like the one in the Delineator illustration above) was recommended under thin evening dresses [probably to prevent nipples from showing.] June 1914, Delineator.

Model brassiere ad, Aug. 1917. From Ladies’ Home Journal.

This “Model” brassiere gives a more natural silhouette (although it implies one wide, single breast rather than a pair.) It has seams over the bust points, so it would flatten the bust somewhat.

A [monobosom] brassiere was recommended for all stout women. It supports the breasts by smashing them and pushing flesh toward the sides. Delineator, February 1917.

Sketch of a couture dress by Paquin, Delineator, December 1917. This model’s bust is oddly low, even though her arms are raised.

1920: This DeBevoise brassiere produces a low curve with no separation between the breasts.

As early as 1920, bust-flattening brassieres and bandeaux, designed for that purpose, were being sold. I was excited to find an ad for the “Flatter-U” brassiere, which I had read about but never seen:

Ad for the Kabo “Flatter-U” brassiere and bust flattener. Delineator, November 1920.

“Especially designed to flatten any unlovely bulge at the diaphragm, bust or shoulders. It really does flatter you, and it makes a flatter you.”

The Flatter-U brassiere, 1920.

This “snugly fitting” bust confiner from 1920 came with a lacy camisole. Kabo Corset Co. ad from Delineator, November 1920.

In the same ad:

Kabo brassiere, ad from November 1920. Delineator.

Ad for Warner’s Brassieres and Bandeaux, November 1920, Delineator. For more about bandeaux, click here.

“…From the slim girlish thirty-two to the full figure of mature lines. It retains the flesh in trim, youthful smoothness….”

[“Youthful smoothness?” How “youthful,” exactly? Age ten?] It’s 1920 — not yet what we think of as “the Twenties,” but the “boyish” figure is already starting. (“Boyshform” was another punning brand name like “Flatter-U.”)

The change didn’t happen overnight. These ads are also from 1920:

Ad for Treo Paraknit Elastic Brassiere. Delineator, February 1920. It’s something like a modern sports bra….

“Model” brassiere ad, Delineator, April 1920. It shows a natural curve but promises “slenderized girlish lines.”

Not all 1922 fashion illustrations show this bust shape, but they were the shape of the future in 1922. Delineator, March 1922.

Long brassiere, from an article in Delineator, February 1924.

Left, a bust-flattening “corselette;” right, a long, flattening bandeau worn with a girdle. Detail from ad for DeBevoise corset company, April 1925.

Buttterick brassiere patterns, Delineator, July 1926. For 36 to 52 inch bust.

Girdle, corselette, and brassiere/bandeau with girdle, Delineator, February 1926.

** Not long after the uplift brassiere became popular in the 1930s,  bust padding was reintroduced. (Corset, 1932.) You could buy “Indestructible Breast Forms” in 1939. In 1947, the “push-up” bra was invented by Frederick Mellinger, who started Frederick’s of Hollywood — which is still selling padding to those who think they need it.

*** A corset cover, 1914:

Corset cover, 1914. It is smooth and princess seamed, but it buttons down the front over the corset, so it would have to be very tight to prevent the breasts from popping out over the corset top.

**** By 1926, patents were applied for by at least three “uplift” companies: Model, A.P. (G.M. Poix & Co.) and Maiden Form. (source, Uplift: The Bra in America, by Jane Farrell-Beck and Colleen Gau.}

***** This post generalizes based on images from Delineator and Ladies’ Home Journal — just two sources. [Not good scholarship!] For a scholarly history of brassieres in this period (including patented devices) I recommend the well-researched book Uplift: The Bra in America, by Jane Farrell-Beck and Colleen Gau.

NOTE: Most of these images are ones I discovered recently, but some appeared in previous posts. I shared many 1920s’ undergarments in “Brassieres, Bandeaux and Bust Flatteners” (click here), “Underpinning Twenties Fashion: Girdles and Corsets” (click here), “Garters, Flappers & Rolled Stockings” (click here.) And “Corsets and Corselets.” For what happened after the Twenties, see “Changing the Foundations of Fashion, 1929 to 1934.”

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Jumbled Musings and Fashion Surprises

When I named this blog “witness2fashion,” it didn’t occur to me that its initials were WTF. However, that abbreviation does occur to me occasionally when I’m wandering through the pages of a 100 year old magazine.

Caution: this ad uses a word that is offensive when applied to a human being, but the ad uses it to describe a sock supporter….

Ad for “Velvet-Grip Baby Midget Hose Supporters,” Delineator, February 1920.

What the hey? “Baby Midgets” are tiny garters or stocking suspenders which are attached to this baby’s diaper with safety pins!

Seriously: How is a garter supposed to hold up your stockings when you can’t even stand up and walk yet?

I remember reading a book (The Egg and I?) in which the grandmother, hearing that the children were either making too much noise or were suspiciously silent, would shout, “You! Pull up your socks!” This was a fairly effective all-purpose command, since children couldn’t pull up their socks without removing a hand from the cookie jar, or putting down that air rifle…. Just today, reading The Library Book, by Susan Orlean, I found that the Oklahoma Public library sent a condolence message to the Los Angeles Library after a terrible fire. It included the encouraging (?) phrase, “Keep your socks up!”

Incidentally, I also found this ad for Baby Dimples Safety Pins. Awwwww….

Ad for Baby Dimples Safety Pins, Delineator, January 1920.

Here’s another old expression:  “Keep it under your hat.”

Paris hat designed by Virot, Delineator, March 1912.

Don’t wear it while driving. Or while crossing a busy street.

Speaking of hats….

Hat featured in an ad for Cheney “Shower-Proof” silks. Delineator, March 1912.

Ad for Cheney “Shower-Proof” Silks, March 1912.

I don’t know why she would need an umbrella when she’s wearing that hat! In fact,  I’m not sure the umbrella would be big enough to cover that hat. (And what about the umbrella handle…? She couldn’t get it close to her head… or even close to her shoulder! Which is why the umbrella is down on the ground catching water, I guess.)

I started with the intention of writing about this:

When is this? (No, not 2012….)

It surprised me. It’s got bare shoulders. It’s got breast exposure. It’s got a good chance of a “wardrobe malfunction” if you lean sideways. I could imagine this on the red carpet of some awards show, probably in red satin, and probably held in place with toupee tape.

(“Toupee tape” was for many years as common in a wardrobe person’s tool kit as safety pins. It was a double-sided tape intended to secure a toupee to a bald head, but was quickly adapted to keeping low-cut dresses from gaping too far for television. Its great virtue was that the adhesive didn’t give out when exposed to sweat or body oils. Now there’s a similar product manufactured and sold — in larger quantities — specifically for use with clothing.) The video ad amusingly says it prevents “peekaboob.”)

I found this sketch charming. Clue to the date: the artist is fashion illustrator Soulié. [The model was not a young Nicole Kidman….]

And this bodice is part of a couture dress designed by Jeanne Lanvin and shown in Paris in 1920.

Couture gown by Jeanne Lanvin, Paris, 1920. The net skirt is embroidered and beaded. Sketched for Delineator, March 1920.

A deep V neckline in 1920? Breasts as an erogenous zone in 1920? Yes, to my surprise…

Couture gown by Martial et Armand, Paris, 1920.

When I showed these images to a non-fashion-historian friend, she couldn’t get over the “make-your-hips-look-at-least twice-as-wide” skirts.

Couture evening gown by Martial et Armand, sketched for Delineator, January 1920.

The bottom of the hip yoke is wired to make the skirt stand away from the body. Of course, the coat to wear over a dress like this will not produce a slender silhouette, either:

An “evening cloak” and gown designed by Bulloz, Paris, 1920.

My friend was also horrified by the long, dragging panels on these dresses. (Fashion historians accept that wasteful, extravagant, impractical “conspicuous consumption” is a hallmark of high fashion.) “How could you dance in a dress like this?” we wondered. “Everybody would step on it! It would get so dirty!”

The editors of Delineator had a suggestion:

So that’s what you do with it…. Or them….  This gown has two dragging “French panels,” one of fragile lace and one of silk:

Couture gown by designer Elise Poret [not Poiret] from the February, 1920 Delineator.

(That dress also has an “oriental hem.”) There have been many decades when skirts were widened to make waists look smaller by comparison. But that’s not what’s happening here.

We are so conditioned to the fashion ideal of slenderness (or at least, a tall, lean look on fashion models) that, while I was thinking,”Wow! a bodice held up by straps in 1920!” my friend was asking “Why would you wear that? It makes her look fat!”

I look at this hip-widening gown by Berthe and notice that its couture workmanship is outstanding, and … pretty:

Couture gown by Berthe-Hermance illustrated in May, 1920; Delineator.

Couture details on a 1920 gown. Undeniably luxurious.

(Also undeniable is its potential for a wardrobe malfunction if one shoulder relaxes….)

But it is difficult for me to look at coats like these and yearn to wear them:

Evening coats from Butterick patterns, November 1920.

Couture “cloak” by Renee, covered with red, yellow, and green “balls.” January 1920.

“What The F[ashion]?” Are those mules on her feet? With a coat? Seriously? And, what did it feel like to sit on those balls?

The historic House of Worth contributed this (shall we say transitional?) suit which gets its stiffness from pony skin. [Perfect if your name is “Whinnie.”]

From the House of Worth, Paris. Illustrated in Delineator, January 1920.

In other words, after five years of war and its aftermath, Paris went mad for luxury. “Suits no longer content themselves with fur collar and cuffs but are made entirely of mole, caracul, etc.” A lot of horses died in WW I, so I guess pony was a luxury item, too.

To end on a more cheerful note, we know about harem skirts and orientalism and the influence of the Ballet Russe. But this is the first photo of a model wearing harem pants that I’ve encountered:

Orientalism in high fashion: a harem hem for an evening in Paris. Delineator, May 1920.

Glamourdaze paid tribute to the Poiret-influenced harem hem outfit worn on Downton Abbey. But these are later, and not by Poiret.

Information about “Deddy” is hard to find, but the designer Deddy did appear in Delineator fashion coverage more than once.

The harem pants worn on Downton Abbey by Lady Sybil were definitely not as revealing as this outfit!

Very Bare in 1920: The top of Deddy’s harem outfit.

That’s all my “WTFashion?” images for now.  More to come.

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Filed under 1900s to 1920s, 1910s and WW I era, 1920s, Capes, Coats, evening and afternoon clothes, Hats, Musings, Old Advertisements & Popular Culture, Tricks of the Costumer's Trade, Vintage Accessories, Vintage Couture Designs, vintage photographs, World War I

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

Winter Underwear, 1880s to 1920s

Detail from and ad for Munsingwear knit undergarments, Delineator,  September, 1927.

Frau Buttonbox asked what women wore under those 1920’s dresses in the winter — and how they protected their dresses from sweat and body oils. I have some ads to share!

Just for vocabulary, in the U.S., a one piece knit suit like this was called a “union suit” (proper name) or “long johns” (common name.)

This wool union suit was recommended by dress-reformer Annie Jenness-Miller in 1888.

In 1880’s England, Dr. Jaeger’s theory that wearing wool next to the skin (instead of plant fibers like linen or cotton) was good for health was championed by dress reformers and George Bernard Shaw.

My uncle Bert (like Garrison Keillor’s “Norwegian Bachelor Farmers”) came from a generation (b. 1899) that believed that a hot bath would “open your pores” to admit disease, so he wore long johns from September to March. My stepmother insisted that he wash them (and himself) from time to time if he wanted to eat dinner with us. Whew!

Women’s union suit from Sears catalog, Fall 1918.
By 1916, skirts were getting shorter, but lace-up boots would have hidden the legs of this underwear. Notice the short sleeves.

Ladies’ shoes from Sears catalog, 1918.

Wool, needed for army uniforms, was hard to get in the U.S. in 1917-1918. Note the overlapping “open” back.

The problem with fashionable clothing is that it is usually the opposite of practical clothing — so women who want to be fashionable usually have to sacrifice some comfort — and common sense.

By the mid-1920s, skirts were reaching the knee, and bare arms were expected with evening dresses and dinner dresses. Nevertheless, many dining rooms (even in mansions) were unheated.

Ad for Forest Mills long underwear, Delineator, November 1925. The union suit on the left could be worn under day dresses. These models look like teens.

https://witness2fashion.files.wordpress.com/2014/11/1925-oct-p-27-500-dpi-whole-color-page.jpg

Winter clothes for teens and small women, October 1925. Delineator.

Under evening dress, your torso could be warm, but your arms had to be bare.

Combed cotton knit underwear from Sears, 1927 catalog. You could wear a silk or rayon slip over these, under your dress.

Butterick 5755, 5714, 5713, Delineator, January 1925, page 29.

Evening dresses for teens, January 1925.

“It s no longer necessary to shiver through the long winter months in order to be stylishly dressed.”

“Keep your body warm.” Ad for Forest Mills knit underwear, Delineator, November 1925. The ad doesn’t state fiber content, but knits made for a smooth, “no bumps” fit.

“Underwear that will not only absorb perspiration, but will keep your body from being chilled.”

The Forest Mills underwear shown in the photograph is not much different in style from silk underwear (slips, camisole and bloomers) sold by Sears, but knit underwear fit more smoothly.

Silk underwear from Sears catalog, Fall 1927. Silk or rayon bloomers came to just above the knee.

Carter’s, a company that made rayon knit underwear, ran a whole series of ads that showed couture fashions next to pictures of models (in the same poses) wearing Carter’s underwear. I don’t now how warm it was, but it did fit very closely.

Detail of an ad for Carter’s rayon knit underwear, Delineator, November 1926. Premet and Poiret were famous Paris Couturiers. That’s a Poiret model above.

Detail of 1927 ad for Carter’s underwear. The model wears Poiret; at right she poses in her Carter’s underwear.

“Poiret’s black and gold gown” and silk cape, pictured in an ad for Carter’s underwear, November 1927. Poiret was very influential in the 1910’s, but falling out of favor by the late 1920’s.

Detail from an ad for Carter’s knit underwear, November 1927. Smooth, one-piece fit.

Right, back view of a one-piece union suit; left, a camisole “vest” and bloomers. Carter’s rayon knit undergarments, ad from 1926.

Premet’s “Vampire” dress, with Carter’s combination underwear to go under it. April, 1928. That dress would have permitted a much warmer undergarment.

The gold and white brocade hostess gown is by Drecoll; the underwear is Carter’s “vest and bloomer” of rayon knit. Ad from May 1927. The House of Worth also participated in this ad campaign.

As to keeping clothes free of perspiration stains and odor, deodorants were available (and ruined the armpits of many a vintage garment….) A solution still used in theatrical costumes, and by those allergic to certain chemicals, is the dress shield.

1910 ad for Kleinert’s dress shields. Delineator.

Ad for OMO dress shields, a rival to Kleinert’s. March 1910, Delineator.

Dress shields were usually safety pinned or basted into place in the armholes of a dress or jacket.

1920 Kleinert’s dress shield ad. You can see that this shield is curved at the top to follow the shape of the bottom of the armhole; it folds over the underarm seam, extending into the dress and into the sleeve.

Costumers sew in snaps so the shields can be changed and washed.  Some women preferred to wear a bra or guimpe-like washable garment which included the shields.

Top of a Kleinert’s dress shield ad, Woman’s Home Companion, March 1937.

The Kleinert’s website (the company is still in business) explains:

“Before The Advent Of Deodorants & Antiperspirants The Dress Shield Was The Way To Protect Your Garments From Sweat & Odor. In 1869 Kleinert’s Invented the Dress & Garment Shield Category Which Is Still In Use Today Protecting Our Clothes & Saving Us From Embarrassing Situations Due To Sweat Stains & Odors. Trust Kleinert’s Quality & History To Keep You Dry Throughout The Day. Choose Below From Our Selection Of Fine Dress Shields.” Kleinerts.com

The shields come in different shapes for differently cut armholes. Now you can get disposable ones — and in a costume emergency I have cut self-adhesive pantiliners to stick in the underarms of a costume.

Bottom of Kleinert’s dress shield ad from March 1937, WHC.

I’ve mentioned this before: actors sweat, and stage actors have to wear their costume(s) for eight performances per week. It’s not good for a wool suit to be dry-cleaned every week; underwear protects the costume, but a changeable shield under each arm keeps the suit from getting wet at all. Undershirts and shirts, etc., are laundered daily — in fact, Equity actors have duplicates supplied so they don’t ever have to put on a shirt that is still damp from the matinee performance. (Ditto for all other items that touch the skin.)

Full page, full-color Kleinert’s ad, March 1924. Delineator.

Unsexy as a dress shield may be, it’s preferable to ruining a $2000 dress or destroying it by too-frequent dry cleaning. Bonus: you can raise your arms and never show a sweat ring.

Camisole and bloomers from Munsingwear ad, September 1927, Delineator.

P.S. [Edited 1/6/2019] Liza D at BVD sent a photo of the Kleinert’s dress shields she found in a vintage garment (Thanks, Liza!) :

Liza D found these used dress shields in a vintage garment. Those ugly stains would have been on the blouse if the woman who wore it hadn’t used these in the underarms. Click here for Liza’s post about it.

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