I don’t have a picture of the entire page, but this ad interested me because it shows dress patterns from several companies: Vogue, McCall, Butterick and Pictorial Review. It also shows a range of women’s styles for 1928, and it shows the cost of the fabric to make them.
Belding’s “Pure Dye” silk was not weighted “or in any way adulterated” to make it seem more substantial than it was. In other words, this was not the cheapest silk fabric available. In fact, at $3 to $6+ per yard, it was relatively expensive.***
(The Belding Brothers of Michigan established a successful business manufacturing silk thread and silk fabrics, with factories in four states. They also built housing to attract the best female employees, as well as libraries and a hospital for their workers. “Belding Brothers & Company merged with Heminway Silk Company in 1925 and did business as Belding-Heminway. Soon after, the company was acquired by Corticelli Silk Company and did business as Belding-Heminway-Corticelli. The last mill in Belding closed in 1932.” This 1928 ad also mentions Belding’s silk stockings.
The Butterick Publishing Co. illustrated it in a different fabric in Delineator magazine:
(“Radium silk” was not radioactive.)
This Art Deco (or Moderne) dress doesn’t strike me as especially “simple” to make; I love its geometry (“plaits in an architectural outline,”) but I’d be tempted to hire a “little dressmaker” to deal with all those interlocking pieces.
This dress is more formal, with a jeweled “buckle” centered on the hip yoke, and a draped neckline.
Top center in the ad was this jacket and dress combination made from Vogue patterns. The plaid dress is topped with a plaid scarf — not an easy combo to bring off well!
The relatively simple dress is made of Belding’s silk printed crepe “in a distinctive modern design — a summery pattern suggesting the lovely modernism of Paris.” (The “Style Moderne,” which we also call “Art Deco,” was introduced at the Paris Expo of 1925 (Exposition internationale des arts décoratifs et industriels modernes)
It is sleeveless, with low armholes; a surplice closing (thought to be slenderizing;) an under layer seen at the neck opening; and a big bow forming a side drape. At first I thought it had a (very unexpected) short sleeve, but a close view shows that the model is wearing an arm bracelet, along with two necklaces and very long dangling earrings.
The next gown is surprisingly bare:
This gown is notable for its narrow jeweled straps and its asymmetric shoulder (or neck) line.
A woman really could not wear much underwear under this dress — just knickers and stockings. (And maybe a girdle….)
Georgette is usually a sheer fabric, so this dress is probably built over a straight, opaque silk lining, which would also support the blousing and hip decoration. That neckline would still be worth copying, if you have the figure for it!
*** The Sears catalog (Fall 1928) offered washable silk satin yardage for 74 cents a yard.