I hadn’t encountered any other ads for Paris Fashion Shoes, and the very high heels and relatively low prices in the ad intrigued me.
(Oh, for the days when shoes were available in a such a variety of widths. I still miss AA heels on B width shoes.)
I was curious about the Paris Fashion brand, and found that it was only one of many lines made by the Wohl Shoe Company. Wohl owned forty-six trademarks. A 1941 booklet celebrating the history of the Wohl Shoe Company was recently offered on eBay. In 1941, Wohl produced lines called Jacqueline, Natural Poise Arch Shoes, Connie, and Paris Fashion Fifth Avenue Shoes. Click here.
A selection of shoe ads from Woman’s Home Companion, also from 1936, shows that Paris Fashion Shoes were relatively low-priced, compared to other brands. You can tell from the names of the companies, however, that these ads were aimed at women who wanted shoe comfort as well as style.
“According to the Table of Shoe Hotness, any brand that promises comfort will add 10 years to one’s WEA (Wearer’s Estimated Age.)” – Columnist Leah Garchik, writing in the Style section of the San Francisco Chronicle.)
This Enna Jettick shoe ad from April 1936 featured 27 year old Hollywood star Helen Twelvetrees wearing Enna Jettick shoes. (Ener-Getic! Get it?) Enna Jetticks were aimed at older women. Many other brands promised both comfort and style.
I remember similar claims for shoes in the 1970’s.
However much they promised comfort, these 1936 shoes are not necessarily “old lady” shoe styles.
Apparently advertisers supplied shoes to the magazine for use in fashion layouts. Nothing new about that!Other seasonal colors were advertised :
The top-stitched Walk-Over shoe at top right looks a lot like the gray shoe featured in that December fashion illustration.
Back to those $3 to $4 Paris Fashion Shoes: They were really inexpensive compared to shoes advertised in Woman’s Home Companion at the same time.According to Woman’s Home Companion, October 1936, a working woman with a college education could expect to earn $18 per week. She was expected to need four pairs of shoes per year, at $3 a pair. Maybe she bought Paris Fashion Shoes!