During World War I, Butterick’s Delineator magazine, which had an office in Paris, continued to publish sketches of French designer fashions. Some of the ten design houses featured in this article, such as Worth, Paquin, Doeuillet, Doucet and Poiret are still fairly well-known today; others (like Jenny, Beer, Margaine-LaCroix and Buzenet) are not so well remembered.
“Among the jet sequins on the bodice and hem, Doeuillet uses a few of silver, making the motives of the embroidery shadowy, phantom-like, lovely. The dress is of black satin with argent [silver] roses at the waist. The train is black satin like the dress.”
“Silk jersey in a faint shade of reddish pink which Margaine-LaCroix calls rust color, with sash and collar of sand-colored silk. The skirt is cut wider at the top and the cascades end in heavy tassels.”
Both of the dresses below use navy colored fabric, and one also uses “flag blue.” The colors of the French flag are bleu, blanc, et rouge, which patriotically appear in several of these fashions.
Delineator, a “woman’s magazine,” was jingoistic and used many military terms in its fashion writing in 1917-1918. Jenny’s “not strictly submersible” dress is a reference to submarines (submersibles.)
This was the era of the “Tonneau” or barrel skirt, and the width of women’s hips is deliberately exaggerated, as in the skirt below, which is “narrower at the hem than at the hip,” like the dress by Margaine La-Croix.
Jenny was also a very well known designer in the 1920’s.
Jacques Doucet was included in “Ten Influential Fashion Designers You’ve Probably Never Heard Of” and Gustave Beer was included in its sequel, “Ten (More) ….”
Jenny (born Jeanne-Adele Bernard, married name Jenny Sacerdote) was profiled here. (The designer Augusta Bernard, who called her fashion house Augustabernard to avoid confusion with other designers named Bernard, was apparently no relation.) The Costume Gallery does an excellent job of profiling designers in brief histories, with lots of thumbnail illustrations. You can find Beer, Doeuillet, Doucet, Jenny, Paquin, Poiret, Premet, Worth and many more famous designers at The Costume Gallery. To make full use of its extensive research library and photo collections, a small subscription is required, but even using the public access part of The Costume Gallery site is wonderful. I’ve added it to my “Sites with Great Information” sidebar.