Pictorial Review Fashions, Summer 1918
Posted by Lidian on May 1, 2008
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.
May 1, 2008 at 7:16 pm
Ooooh I love this vintage clothing stuff!!!
I really love the colored pictures!
May 1, 2008 at 7:19 pm
oh I love these! Wish I had some magazines as old as those
May 1, 2008 at 7:45 pm
OMG! I love this stuff. I have a handful of vintage catalogs. I love ‘em! Thanks for playing! I always love the company!
For your daily dose of vintage goodness & a bit of silliness, stop by Confessions of an Apron Queen, the home of Vintage Thingies Thursdays.
May 1, 2008 at 8:07 pm
Oh, this is so neat! Just look at those dresses! Thanks so much for sharing…enjoyed!!!
~Rhonda
May 1, 2008 at 9:03 pm
Buying all that material would have set you back some, I bet. But I guess back then they had just enough clothes to fit in a standing wardrobe. A dress for Sunday, a dress for everyday.
May 1, 2008 at 9:07 pm
Jewelgirl - I love this too, the colors make it look so appealing…
Amy This is a small promotional flyer, I really wish I had that Pictorial Review magazine!
Lisa - Thank you, I enjoy Thursdays especially because of VTT!
Rhonda - Thanks for visiting, I love knowing that others are really into this stuff too (not everyone at my house is as entranced as I am!
)
Toontz - I think it depended on the kind of material you bought…it was a lot cheaper to buy material in the 1960s I know, because my mom made all of my and her clothes. Don’t know about 1918 though. The war may have driven prices up. i will see if I can find out.
May 2, 2008 at 4:27 am
Fabulous fashions..thanks for sharing.
May 2, 2008 at 4:28 am
Fabulous fashions…thanks for sharing.
May 2, 2008 at 5:06 am
What a dresses! This Fashion book looks like a painting.
Ruuta
May 2, 2008 at 8:56 am
Wow those are fabulous images. I love the hats and the coat.
May 2, 2008 at 4:08 pm
the colors in this are great…this would have been the tail end of the Great War (s0-called). Skirts are starting to narrow after the “crinoline” look of 1915-1916.
May 2, 2008 at 7:11 pm
Carrie - I know, I wish I could dress like this (sometimes) - the dresses actually look fairly comfy (unlike the 19th century stuff)..and thanks for visiting!
Ruuta - I agree, the artwork is really good. Thank you for visiting!
Rochelle - The hats are really great, aren’t they? I don’t wear them in real life so much, but I appreciate them! (And if we had hats like this now, maybe I would wear them!)
May 3, 2008 at 4:48 am
Hi Lidian
Thank you so much for coming by!
I have a tween and an 18 year old so I’m all misty eyed right there with you….
I love this catalog and your comment about Mr. Sears is too funny
rue
May 3, 2008 at 1:52 pm
Rue - Mr. Sears was a natural dry comedian, I think…he had to balance his concern for the war effort with his concern for making sales.
Thanks for visiting, I am so glad you had fun - these posts are so much fun for me too.