Tag Archives: Gossard ad 1932

Very Bare Backs, 1930s

I happened across this Ladies’ Home Journal cover for February, 1936, and thought it was worth sharing.

Cover, Ladies' Home Journal, February 1936.

Cover, Ladies’ Home Journal, February 1936.

This low-backed dress from 1933 has similar fabric flower trim:

Butterick 5424, a low backed evening dress trimmed with flowers. Delineator Dec. 1922.

Butterick 5424, a low backed evening dress trimmed with flowers. Delineator Dec. 1933.

Like the magazine cover, this bare backed evening gown was featured in the February, 1933, Ladies’ Home Journal: [CORRECTION: Both are from February 1936.]

Dinner suit and evening dress for a cruise, LHJ, Feb. 1936.

Dinner suit and evening dress for a cruise, LHJ, Feb. 1936.

The nearly backless gown is made of “a vivid flower print on black silk.”

This low-backed gown was featured in a “Wardrobe for the Young Married Woman,”

Butterick 5321, a low backed gown suitable for the young married woman. Delineator, Oct. 1933.

Butterick 5321, a low-backed evening gown suitable for the young married woman. Delineator, Oct. 1933. “Slithery, slinky white satin with a deep, deep decolletage in back.”

However, the college girl might also wear a low-backed gown:

A low backed evening gown for an

A low-backed evening gown for an “undergraduate.” Butterick pattern 6011, Delineator, January 1935.

They were not just for evening wear:

Butterick sundress pattern 5766, Delineator, July 1934.

Butterick sundress pattern 5766, Delineator, July 1934. Yes, she’s playing tennis.

Low-backed gowns were used to get the reader’s attention in advertisements, too.

A backless gown in an ad for mouthwash, Delineator, April 1934.

A backless gown in an ad for mouthwash or toothpaste, Delineator, April 1934.

Low-backed, sequinned gown in an ad for Listerine mouthwash. Woman's Home Companion, April, 1936.

Low-backed, sequinned gown in an ad for Listerine mouthwash. Woman’s Home Companion, April, 1936.

This ad is selling hand lotion:

Ad for lotion, low-backed evening gown. Woman;s Home Companion, April 1936.

Ad for lotion, featuring a low-backed evening gown. Woman’s Home Companion, April 1936.

Shelvador refrigerator ad, with a party guest visiting the kitchen in her back-less evening gown.

Shelvador refrigerator ad, with a party guest visiting the kitchen in her backless evening gown. July, 1936. Delineator.

This was from a series of ads where elegantly dressed guests visited the kitchen to “ooooh and ahhhhh” over the refrigerator. (To be fair, refrigerators were not that common; on the other hand, this seems like “bad form” — bragging.) The men are in white tie.

Low-backed evening gowns also sold Kellogg’s Bran flakes:

Constance Cummings in an ad for Kellogg's Bran. June, 1934. Delineator.

Actress Constance Cummings in an ad for Kellogg’s All-Bran. June, 1934. Delineator.

Kellogg's bran ad, June 1934.

Kellogg’s All-Bran ad, June 1934. “To look well in the new gowns, many of us must reduce.”

This lovely green [velvet?] dress is selling (green) Palmolive soap:

Evening gown in a Palmolive soap ad, Delineator, February 1933.

Evening gown in a Palmolive soap ad, Delineator, February 1933.

It’s less surprising that bare-backed ladies in evening dress were also used to sell Fashion classes . . .

An Ad for Woodbury College, Woman's Home Companion, Dec. 1937.

An Ad for Woodbury College, Woman’s Home Companion, Dec. 1937. “Earn Good Money as a Costume Designer.”

And pattern catalogs:

Butterick catalog cover, Oct. 1933.

Butterick catalog cover, Oct. 1933.

Of course, there were also ads for undergarments that would allow you to wear backless evening gowns. This Gossard foundation really does allow the wearer’s back to be bare all the way to the waist:

Ad for a backless foundation garment. Delineator, April 1932.

Ad for a Gossard backless foundation garment. Delineator, April 1932.

Gossard backless and boneless foundation garment. Advertisement, in Delineator. April 1932.

Gossard backless and boneless foundation garment. Advertisement in Delineator; April 1932.

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Filed under 1930s, Foundation Garments, Old Advertisements & Popular Culture, Underthings, Underthings, Hosiery, Corsets, etc, Vintage patterns, vintage photographs

Some 1930’s Evening Gowns, and What to Wear Under Them

Evening gowns from Companion-Butterick patterns 7073 ans 7083. Woman's Home Companion, November 1936.

Evening gowns from Companion-Butterick patterns #7073 and #7083. Woman’s Home Companion, November 1936.

Although they were available in both women’s and misses’ [teens’] sizes, the illustration shows these patterns from 1936 being worn by sophisticated women. Fashion Editor Ethel Holland Little recommends “this pale pink satin or the dusty blue jacquard crepe [only] if they are becoming. If not, you can go in for tomato red or emerald green or again keep to black or a dark grape color.”

Text accompanying Companion-Butterick patterns 7073 & 7083, WHC Nov. 1936.

Text accompanying Companion-Butterick patterns 7073 & 7083, WHC Nov. 1936.

I love the braided neckline on #7073, and the slenderizing vertical lines on #7083, which also shows a glittering Art Deco belt buckle with matching dress clips.

Details of Patterns #7073 and #7083, Nov. 1936.

Details of Patterns #7073 and #7083, Nov. 1936.

Number 7083 has a matching jacket; both show low, bare backs accented with a row of tiny buttons.

Alternate views of Companion-Butterick #7073 and #7083, 1936.

Alternate views of Companion-Butterick patterns #7073 and #7083, 1936.

Women with perfect figures might wear these gowns with just a smoothing “Softie” girdle, but those who were not as young and firm as they used to be had quite a selection of foundation garments to choose from. This “Flexees” foundation ad was frank about its target customer in 1937:

Ad for Flexees foundation garment, Woman's Home Com[anion, Dec. 1937.

“Years from your Waistline, Inches from your Age.” Ad for Flexees foundation garments, Woman’s Home Companion, Dec. 1937.

“Nowadays a woman’s as young as her figure, and FLEXEES is her greatest rejuvenator. The extra inches that come with years . . . the years suggested by extra inches . . .both surrender to FLEXEES. And it’s a permanent surrender, because FLEXEES patented bias panels . . . Twin and Super Control . . . teach your body to retain the lovely lines in which they mold it. At your favorite store — Girdles, $3.50 to $15 — Combinations, $5 to $35. “

[In 1936, a female college graduate could expect to earn about $20 per week. Click here. Foundation garments from Sears were much less expensive. (Click here for examples.)

These two back-baring gowns are from 1934:

Butterick pattern 5531, Feb. 1934, The Delineator magazine.

Butterick evening gown pattern #5531, Feb. 1934, from The Delineator magazine.

Butterick pattern #5745, June 1934, The Delineator magazine.

Butterick evening gown pattern #5745, June 1934, from The Delineator magazine.

This nearly backless Gossard foundation garment was advertised in The Delineator in April of 1932:

Gossard "Simplicity Junior" foundation garment ad; Delineator, April 1932.

Gossard “Simplicity Junior” foundation garment ad; The Delineator, April 1932.

"Simplicity Junior" from Gossard, April 1932 advertisement.

“Simplicity Junior” foundation garment from Gossard, April 1932 advertisement.

“If you are slim . . .  regardless of your age . . . you can have a debutante’s figure. This silken under-fashion molds your figure without the aid of a single bone. The clever brassiere part gives a pointed outline to the bust, and the back is low enough for your most daring gown. . . .”

The following ad for Flexees — a boneless corset probably knitted from the new rubber called Lastex — appeared in Woman’s Home Companion just one month after these dress patterns.

Evening gowns from Companion-Butterick patterns 7073 ans 7083. Woman's Home Companion, November 1936.

Evening gowns from Companion-Butterick patterns 7073 & 7083. Woman’s Home Companion, November 1936.

Flexees ad, Woman's Home Companion, Dec. 1936.

Flexees ad, Woman’s Home Companion, Dec. 1936.

“Flexees — the modern corset. Twin-Control for the average figure — Super-Control for the full figure. At all good stores.”

Of course, not even a low-backed “modern corset” could be worn under this spectacular sequinned gown, also from 1936:

A sequin covered gown with "back interest" from April, 1936. Woman's Home Companion.

A sequin-covered gown with “back interest” from April, 1936. Woman’s Home Companion.

This photo is from an ad for Listerine mouthwash. I suspect that any woman who could wear this dress on the red carpet today, would wear it! That’s what I call a classic.

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Filed under 1930s, Foundation Garments, Old Advertisements & Popular Culture, Uncategorized, Underthings, Hosiery, Corsets, etc, vintage photographs