“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.”
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.
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.
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.