This is for Vintage Thingies Thursday over at Confessions of an Apron Queen. Because thingies are great just on their own, but vintage thingies are even better!
I found this in an old sewing book. I think it had been in there since 1918, so it is beautifully preserved and not yellow or anything.
And here is the inside:
This was an advertisement for a magazine called The Fashion Book. I don’t think it had to do with the big Sears store: this was printed by Benjamin Sears at his Sears Dry Goods Store in Hyannis, Massachusetts. The first Sears & Roebuck department store opened in Chicago in 1925. I was confuzzled by this at first, until I had a closer look. And checked Wikipedia.
The hats are great, and the dresses are very snazzy despite the fact that World War I was still going on. Mr. Sears does point out that “this year above all others waste must be avoided” and that you had better choose your patterns carefully. And then buy lots of dry goods and fabric from his store, of course.