Tag Archives: Butterick Fashion News

Three Pattern Companies, Similar Styles: 1939

Cover of Butterick Fashion News, September 1939.

The cover of the Butterick Fashion News flyer for September 1939 showed a sheer black dress over a matching slip. It has the puffy sleeves of the era, and a V neck.
The Du Barry store flyer for the previous month showed a similar dress.

Du Barry pattern 2319 B. DuBarry store flyer August 1939.

In fact, it was on the cover of the Du Barry flyer, in a yellow, printed, non-sheer fabric version:

Du Barry Prevue cover, August 1939. Pattern 2319 B.

Du Barry showed it a third time, in purple:

Du Barry 2319 B.

Butterick (and Companion-Butterick) patterns were sold in fabric stores, and, before the Great Depression, Butterick was aimed at middle and upper-middle class shoppers. Du Barry patterns were sold only at Woolworth’s — the five and dime store. “Du Barry Patterns are 10 cents Each — For Sale Exclusively by F. W. Woolworth Co.” By contrast, Butterick pattern 8556 cost 45 cents.

In fact the two sheer black dress patterns are not identical — just two different expressions of a current look.

Companion-Butterick 8556.

Du Barry 2319 B. Slide fasteners [zippers] began appearing in dressy dresses about 1937.

The Butterick bodice is probably more difficult to make, since its curved seams end in a crossed, tucked piece in front that becomes a belt in back.

The Du Barry bodice uses simple gathers or ruching for the bodice and the sleeve heads.

However, the Du Barry pattern has a soft pleat in the center front of the skirt.

The Butterick skirt is more flared and cut in several panels.

Butterick 8556.

Even the sleeve heads are more tailored; both dresses are consistent within their own aesthetic.

At this point, I realized that I have a third, contemporaneous store flyer: Simplicity Prevue, August 1939. It, too, shows a sheer black dress pattern. In fact, Simplicity showed two!

Simplicity 3129, a sheer black dress. August 1939.

Simplicity 3150, sheer black dress, August 1939.

Both of the Simplicity patterns have yokes at the shoulders (diagonal in the case of No. 3150, and horizontal on No. 3129. Both were shown made in opaque fabrics, too.

Two views of Simplicity 3150.

Simplicity patterns cost 15 cents each, more than Du Barry (10 cents) and much less than Butterick (45 cents.)

Simplicity pattern information for 3139 and 3150.

Although the Simplicity patterns did not come in larger-than- usual sizes, they had this caption:

Simplicity recommended these two patterns (3150 and 3139) as “slenderizing.”

Maybe because they could be made in black? Lynn Mally at American Age Fashion found this photo:

Ashville, Ohio, July 4th 1938. Photo by Ben Shahn, Library of Congress.

Ashville, Ohio, July 4th 1938. Photo by Ben Shahn, Library of Congress.

If it seems odd that older women were wearing see-through dresses, perhaps they were the generation that wore  lingerie dresses twenty-odd years before?

P.S. Does this post seem familiar? My bad. I was trying to be sure I had scanned all my department store fashion news flyers, found two of these flyers missing from my picture files, and consequently didn’t realize that I had written about some of these patterns before! So, you are not having a deja vu experience…. Click here for “More Sheer Dresses from the Late 1930s” or “Sheer Black Dresses, Fall 1930.”  That’s where you saw these pictures before….

 

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Filed under 1930s-1940s, 1940s-1950s, Companion-Butterick Patterns, Hats, Musings, Shirts and Blouses, Vintage Garments: The Real Thing, Zippers

Summer Dresses, 1948

“Sunback” dresses and jackets, Butterick Fashion News, July 1948.

Are you ready for summer?
Summer dresses from 1948 often included a matching jacket or bolero cover-up.

Simplicity 2401 has an interesting lowered waistline; both dresses have jackets with flared peplums. Simplicity store flyer, April 1948.

Summer dresses from Simplicity, April 1948 are versatile because of their jackets. Left, strapless 2345; right, 2397, with appliqued flowers, is ready for picnics or shopping.

In 1948, strapless dresses were not suitable for church, but you could wear the little jacket to services and then head for an afternoon picnic or barbecue party without changing. Simplicity 2397 had a matching girl’s pattern, for mother-daughter dressing.

Right, Simplicity 2415 for girls. The jacket made this sundress more formal and also might limit sunburn.

The 1947 Dior influence is strong in many of these summer styles:  long skirts, nipped waists, wide hips, and flared jackets.

Butterick 4564 was illustrated with a photo in the August 1948 store flyer.

Butterick 4564 as illustrated in the BFN flyer, July 1948. Without the jacket, it’s ready for dancing. (I wonder if it was ever used for the bridesmaids at informal weddings?)

Butterick 4493 is strapless, like Simplicity 2345, but the fitted Butterick jacket is more labor intensive.

“Wear it with the bolero for traveling to town.”

Another strapless dress, Butterick 4527. Butterick Fashion News, July 1948.

Notice the subtle advice: “with a jacket [4527] can gad about the city;” in daytime,  a strapless or very bare look was for private events, not public transportation or city streets.

Butterick 4611, for teens, has straps attached at center front and a jacket with flared peplum. BFN, August 1948. Note the gloves.

Butterick 4569, from July 1948, was still in style in the 1950s. I remember sundresses like this one, with a “cuff” over the breasts.

It “travels from country to town” because of the cover-up jacket. Here is is again (at right, below):

Left, coat dress 4574, July 1948. The jacket of the very severe suit on the right, Butterick 4569 (here in a different illustration) covers the sundress.  Both of these styles were available in petite sized patterns.

Butterick 4574 was also illustrated twice in the July flyer:

Butterick 4574, a “bare-back camisole” dress, has narrow straps. Even in the late 1950s, dresses with very thin “spaghetti straps” were not allowed at my high school dances. However, the redingote makes it look “middle-aged” to me.

A bolero jacket with all-in-one sleeves was faster and easier to make, and worn by adults as well as children:

Butterick offered this ruffled sundress, No. 4497, with a cover-up bolero for girls; August 1948; BFN flyer.

A simple bolero for women from Simplicity, April 1948.

A jacket with sleeves is also nice at a backyard party when the sun goes down and the mosquitoes are biting…. Ah, those summer nights.

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Filed under 1940s-1950s, Children's Vintage styles, Sportswear, Vintage patterns

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

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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Filed under 1930s, 1930s-1940s, Not Quite Designer Patterns, Vintage Accessories, Vintage Couture Designs, Vintage Styles in Larger Sizes, Zippers

Asian-Influenced Maternity Pattern, 1956

This chic maternity pattern appeared in the Butterick Fashion News store flyer in June, 1956.

Butterick 7795, a maternity pattern from June, 1956. Available in three versions.

[I apologize for the poor quality photos — my new computer won’t run my old photo program!]

Pattern description for Butterick 7795, from 1956.

The sleeveless version of Butterick 7795 was illustrated in pale green. The dress at left was for “Expecting company.”

The “Party time” version was a skirt and blouse with three-quarter sleeves and side slits; brocade material was recommended.

A glamorous Asian-influenced brocade maternity outfit for parties. 1956.

These 1950’s outfits — which assume that the mother-to-be will lead a normal life, entertaining, shopping, attending parties — are a refreshing contrast to the attitude of previous decades, which suggested that pregnancy should be concealed as long as possible, and that a pregnant woman should try not to attract attention in public. (See Who Would Ever Guess? (1930’s), Some Maternity Clothes of the 1920’s and 1930’s, and Maternity Fashions for December 1942, etc.)

1934 march p 80 lane bryant maternity catalog

“Designed to conceal condition,” 1934.

I remember the maternity fashions of my own childhood, the fifties, as being pretty — and making the wearer look pretty, too — distinct from the tight-waisted dresses of those days, but available in many versions, from “suitable for church” to “picnic in the back yard,” which included trousers instead of the narrow pencil skirts worn in public. (Trousers were strictly casual — not for school or PTA meetings.) This McCall pattern is from 1959.

McCall maternity pattern 4936, dated 1959. A pencil skirt, tapered “Capri” pants, and Bermuda shorts were included.

Back of pattern envelope, McCall 4936. From 1959. The “kangaroo” front of the pencil skirt and the waist of the trousers are adjustable.

There is no nonsense about concealing pregnancy in these fifties’ outfits. Hooray!

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Filed under 1940s-1950s, 1950s-1960s, Maternity clothes, Sportswear, Vintage patterns, Women in Trousers

Spring Prints, 1938

Maybe it was the result of seeing flowers in bloom that made women dress in print fabrics every Spring. In 1938, the flowers on the dresses were often big ones:

Two dresses for May, 1938. Butterick Fashion News flyer. Butterick 7847 and 7839.

Pattern descriptions and back views for Butterick 7847 and 7839, May 1938.

These (mostly floral) print dresses appeared in the Butterick Fashion News flyer in April and May of 1938.

Print dresses for Spring, 1938. Butterick store flyer, April 1938. Butterick 7813, left, and 7801, right.

 

Butterick dress pattern 7809 illustrated in a large-scale print fabric. Butterick store flyer, April 1938. Available up to bust size 44 inches.

Butterick patterns 7786, 7784, 7817, and 7795. Store flyer for April 1938.

Patterns for older and larger women were also illustrated in print fabrics. Butterick patterns 7802, 7799, and 7815; store flyer, April 1938. These were available up to size 50 or size 52.

Smaller and younger women could also find patterns — and print fabrics — to meet their needs.

Butterick 7862 was for women 5′ 4″ and under. Store flyer, May 1938.

7830, 7836, and 7828.

The “jacket frock” in the center is for Junior Miss figures up to bust size 38. Companion-Butterick patterns 7830, 7836, and 7828, from May 1938. The one on the right has print lapels and sash.

The dress on the cover for May 1938 was polka-dotted. Butterick 7857.

Left, a big floral print on Companion-Butterick 7829. Next, No. 7823 has a floral print sash. Its neckline is attributed to Vionnet’s influence. The dress with bows, No. 7827, is shown in a smaller, widely spaced white floral print. Right, No. 7825. All were available in a wide range of sizes, to fit either  young and small women (Sizes 12 to 20) or women up to bust 44″. Butterick store flyer, May 1938.

Bold border print fabrics were suggested for these “Beginners'” sewing patterns.

These patterns for inexperienced dressmakers use 52″ border prints. One has a zipper front, and neither has set-in sleeves. Butterick 7838 and 7864. May 1938.

Print fabrics were also suggested for Spring of 1939 — but there was a more youthful silhouette:

Butterick dresses for Spring, 1939. Patterns 8366, 8387, and 8372. Butterick Fashion News flyer, May 1939.

These sleeves and shoulders resemble those of the previous year, but in 1939, skirts were being worn much shorter — just at the bottom of the kneecap:

Butterick dress patterns from May 1938 (left) and May 1939 (right.) Butterick store flyers.

For May, 1939, a suit jacket and bodice are piped with the same polka-dotted fabric that makes the “pancake” hat, worn very far forward on the head. The hat is Butterick pattern 8359. The suit, with knee length skirt, is Butterick 8351.

 

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Filed under 1930s, 1930s-1940s, Vintage Couture Designs, Vintage patterns, Vintage Styles in Larger Sizes, Zippers

Hemline Interest, 1949 and 1951

The long skirts introduced in 1947 were looking too long by January of 1951. Compare this cranberry red coat dress, from November 1949 . . .

Coat-dress, Butterick pattern 5070, cover of Butterick Fashion News, November 1949.

Coat-dress, Butterick pattern 5070, cover of Butterick Fashion News, November 1949.

. . . with this fitted black coat from December, 1951.

Butterick coat pattern 5906, BFN flyer December, 1951.

Butterick coat pattern 5906, BFN flyer December, 1951.

The “One Yard Skirt,” Butterick 5087 from 1949 (below, left) was on the back cover of the November Butterick Fashion News flyer, and other skirts featured in that issue were as long, or longer.

Skirts from Butterick, November 1949. Left, the One Yard Skirt (5085), with skirt 5084 and suit 5083.

Skirts from Butterick, November 1949. Left, the One Yard Skirt (5085), with skirt 5084 and suit 5083. Notice the man-tailored front fly on No. 5085.

Below mid-calf skirts from Butterick, November 1949. Butterick patterns 4701 (a few months older), 5069, and 5078.

Below mid-calf skirts from Butterick Fashion News, November 1949. Butterick skirt patterns 4701 (first issued several months earlier), 5069, and 5078.

Fourteen months later, Butterick showed these dresses with the title “Hemline Interest.”

Butterick dresses with "hemline interest," page 4, January 1951.

Butterick dresses with “hemline interest,” page 4, January 1951. The hemline has risen.

Dresses with "hemline interest, page 5. BFN Jan. 1951.

More dresses with hemline interest and neckline interest, page 5. BFN Jan. 1951. These dresses were for women, not teens.

There has certainly been a subtle change in proportions.

Dresses from Butterick, January 1951. Patterns 5559 (versions A and C) and 5564.

Dresses from Butterick, January 1951. Patterns 5559 (versions A, in red, and C, in black) and pattern 5564 (in gray). Butterick Fashion News flyer.

Other things that caught my eye are the hip-widening [or waist-narrowing] details on dress 5559 C (the bow) and 5564 (the full gathers below its fitted yoke.)

Suit 5083 has a “lumberjack top;” its waist-length jacket, tight around the waist, was often called an “Eisenhower” jacket in the fifties.

This two-piece outfit from Butterick, No. 5083, has a "lumberjack top." Nov. 1949 flyer.

This two-piece outfit from Butterick, No. 5083, has a “lumberjack top.” Nov. 1949 flyer.

And the black, “bell-skirted” flared coat from December 1951 was designed to fit over very full skirts like these, held out by crinoline petticoats:

"Bell-skirte4d" dresses for the holidays, December 1951. Butterick Fashion News.

“Bell-skirted” dresses for the holidays, December 1951. Butterick Fashion News, page 13. Left, No. 5941; right, two views of Butterick dress and redingote, No. 5942.

Butterick coat pattern 5906, BFN flyer December, 1951.

Butterick coat pattern 5906, for a “bell-skirted, fitted coat… intended for your crinoline-petticoated dresses.” BFN flyer December, 1951.

Often, a nylon crinoline would be built into a store-bought dress. Pattern companies depend on following trends, so shorter skirts must have been “in the air” before December of 1951. What-I-Found posted images from a Simplicity flyer, dated August 1950, here.

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Filed under 1940s-1950s, Vintage patterns

Fashion Illustration and Fashion Reality, 1948

Butterick 4609, evening gownfrom Butterick Fashion News, back cover, August 1948.

Butterick 4609, evening gown from Butterick Fashion News, August 1948.

I’ve been looking at pattern illustrations from 1948, when Dior’s “new look” was getting women into waist-cinching undergarments, full (sometimes padded) hips, and a long, long silhouette.

Butterick 4610, from Butterick Fashion News, Aug. 1948.

Butterick 4610, from Butterick Fashion News, Aug. 1948. The waist is exceptionally narrow compared to the hips.

Simplicity store flyer, patterns from April 1948.

Simplicity store flyer, patterns from April 1948. Note the waist sizes.

Butterick suit pattern 4600 from August 1948, Butterick store flyer.

Butterick suit pattern 4600 from August 1948, Butterick store flyer.

I love to remind people that fashion illustrations shape women’s expectations (and self-critical self image) of what they should look like. This 1948 Butterick suit pattern was sized for women under 5′ 5″ tall:

Butterick suit pattern 4569 was available in a special version for women under 5' 5" tall.

Butterick suit pattern 4569 was available in a special version for women under 5′ 5″ tall. Store flyer, July 1948.

If suit 4569 seems awfully tall and thin for a petite woman —  it is.

Fashion models used to be 5’7 or so; this photo from the back of Butterick Fashion News, February 1948, shows a probably waist-cinched but otherwise real young woman:

Ad for Butterick, back of Butterick Fashion News, July 1948.

Ad for Butterick, back of Butterick Fashion News, July 1948.

It was hard to judge her head size exactly, since she is looking down, but from crown to heel (or front anklebone) she is six and a half heads high. The illustration of suit 4569 is relatively (well over a foot) taller and much thinner:

Photo and fashion illustration from July 1948. Using here head a a a unit of measurement, the real woman is six and a half heads from crown to heel. The illustration is eight heads high.

Photo and fashion illustration from July 1948. Using her head as a unit of measurement, the real woman is six and a half heads from crown to heel. The illustration is eight heads high — a woman stretched by more than a foot. And compare their waists!

Over the decades, we appear to have selectively chosen fashion models to match fashion illustrations, putting very thin,  5′ 11″ tall women into very high heels, to resemble these old drawings of imaginary human beings.

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Filed under 1940s-1950s, Corsets, Musings, Vintage patterns