Tag Archives: Lane Bryant

Spring Styles for Older (and Larger) Women, February, 1931

On Tuesday night I was going through photos I had taken of Delineator fashions from February, 1931. Someone had removed the February 1931 cover from the bound volume at the library – a shame, because the covers in the 1930s were especially lovely. This is the cover from March, by Dynevor Rhys: (Click image to enlarge)

Delineator Cover for March, 1931, by Dynevor Rhys

Delineator Cover for March, 1931, by Dynevor Rhys

I had found a page of spring fashions for older women, so I was thinking about one of my favorite blogs, American Age Fashion: What American Women Wore, 1900 to Now.  Serendipity:  In the next day’s mail, I received a gift from Lynn at americanagefashion.com: a copy on fabric of the missing February 1931 cover of Delineator! (I haven’t photographed it yet.) In return, here are . . .

Four February Fashions “Charmingly Suited to the Dignity of White Hair”

Butterick patterns "Charmingly Suited to the Dignity of White Hair" from Delineator, February 1931

Butterick patterns “Charmingly Suited to the Dignity of White Hair” from Delineator, February 1931

Back Views

Back Views

This text is typed below — the print here is a bit small!

1931 feb p 106 suited to white hair pattern info

Butterick 3363 & 3697

Butterick 3363 & 3697

3663 FLATTER YOURSELF With a deep ivory lace yoke and a lace jabot on your new black frock, and the result will turn other heads than your own.  A bit more lace is added at the cuffs. The angular line of the skirt yoke is flattering also. Notice the hem; it is at exactly the right place for the smart matron. The frock is designed for sizes 34 to 46. [bust measurement]

3697 IF YOU ARE SLENDER Choose raspberry for this frock – it is a new color with dark coats, and a charming one with white hair. If not slender, choose black with white or flesh chiffon vestee. The belt is slightly below the normal line, and both the long collar and the curved insert with a flare have a one-sided trend. Designed for 34 to 48. [bust measurement]

1931 feb p 106 3681 3675f white hair large top

3681 THE SLIMMEST LINE All the important lines in this frock are diagonals – that’s the clever part of it, for they flatter the mature figure. The straight skirt is shirred  on the diagonal. The bodice has a diagonal closing. A long white collar helps to make one appear thin, and soft flares finish the three-quarter sleeves. The frock is designed for 34 to 52. [inches bust measure]

3675 ONE TYPE OF TUNIC  The flared tunic is broken at the center front and back, so that it will not cut any length from the figure, and both skirt and tunic are joined to the long bodice in scalloped outline, Wear the belt where it suits you best. The flared three-quarter sleeves and lace vestee are flattering. The frock is designed for 34 to 48 [inch bust measurement.] “Wear the belt where it suits you best” — in other words, if you are not ready to give up the low waistline of the 1920s.

Lane Bryant Adds a Touch of Reality

Pattern number 3681 is illustrated as if the model were a little larger than the 1930s ideal. However, the three other models appear to be size 34, not size 48 or 52.  This advertisement for the Lane Bryant catalog (Style Book) for Stout Women is also from February 1931 — and a bit more realistic.  The model appears to be wearing a very good corset, with bust support and hip control. There is still a twenties influence in the low waist (or lack thereof.)

Lane Bryant Ad from Delineator, February 1931

Lane Bryant Ad from Delineator, February 1931


Filed under 1930s, Old Advertisements & Popular Culture, Vintage patterns, Vintage Styles in Larger Sizes

Who Would Ever Guess?

Companion-Butterick Triad pattern #6948, 1936

Companion-Butterick Triad pattern #6948, 1936

These Are Maternity Dresses from 1936

Woman's Home Companion, August 1936

Illustration by Ernst. Woman’s Home Companion, August 1936

I look at those slim 1930s hips, those flat 1930s bellies, and, even after reading the full text, it’s hard to imagine how these dresses expanded to cover the ninth month of pregnancy.

However, it’s important to remember that women did try to conceal their pregnancies as long as possible in this time period.

How to Look Smart Before the Baby Comes

1936 aug p 62 maternity pattern 6948 dress jacketThe text says “You can be just as smartly dressed as ever and perhaps a little prettier than usual in a maternity wardrobe that is well-chosen and carefully planned.  All you need as a guide is Triad Pattern No. 6948.  The style is a straight concealing wrap-around with three flattering necklines and a separate jacket.  One version is your afternoon dress of dark pure silk with a soft shirred blouse and pastel collars.  The second dress of sheer wool has a more tailored look with a squared-off button bib.   The third gives you a simple and attractive house dress of sanforized shrunk cotton.  Add to these essentials comfortable kid oxfords, soft all-Lastex brassieres, one of the special new adjustable elastic girdles and underwear that is wrap-around or two sizes larger that usual. Be sure that your coat has a wide lap-over and your hat a becoming brim.  You’ll be surprised to find how well you look.”

1936 aug p 62 closup back 6948 back tiesThe back views of pattern #6948 show that all three versions tied with a sash behind, and there is a deep pleat or fold of material which presumably could be released to expand the dress as needed. (I wish there was a pattern layout illustration! Exactly how it worked is not very clear, since the fold seems to run up into the bodice only on the dress at left.)

A Lane Bryant Maternity Dress, 1934

This 1934 catalog from the Lane Bryant company, which had pioneered maternity clothing in 1904, shows that Companion-Butterick patterns were not alone in designing clothes which expanded only from the back and tried to look as much as possible like normal fashions for as long as possible. “Designed to conceal condition. . . .”1934 march p 80 lane bryant maternity catalogFashion-incubator.com discusses the early Lane Bryant Maternity catalogs and how they handled sizing — ingeniously!


Filed under 1930s, Companion-Butterick Patterns, Maternity clothes