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Category: Vintage Magazines


Feb
2019

Montgomery Ward Catalog Fall Winter 1942-1943 – Part 2

categories: 1940s, Vintage Magazines

When I first started my blog way back in 2012, I was not great at photo taking, placing photos, understanding how to really blog and so my early posts are not wonderful. One of those “okay posts” that I shared was on a Montgomery Ward Catalogue Fall and Winter 1942-43 that I had recently picked up.

The book is huge (1160 pages) and chalked full of fashions (clothing & home), medicine, tools, instruments, toys, Victory Bond ads and so much more. It’s an amazing time capsule of this period in history.

Montgomery Ward Catalogue 1942 1943 Vintage WW2 Homefront

In that original post I did not pay justice to the above statements, with my whole 5 photos (what was I thinking???). So today’s post is a do over and this time you will be treated to much more. Let’s begin!

Montgomery Ward Catalog Fall Winter 1942-1943

Who/What was Montgomery Ward“?

Montgomery Ward was created by “Aaron Montgomery Ward” in 1872 as the first every dry goods mail-order catalog business in Chicago Illinois. After several years of working as a traveling salesman among rural customers. He observed that rural customers often wanted “city” goods but their only access to them was through rural retailers who had little competition and offered no guarantee of quality. Ward also believed that by eliminating intermediaries, he could cut costs and make a wide variety of goods available to rural customers, who could purchase goods by mail and pick them up at the nearest train station (Source).

Montgomery Ward Firsts and Highlights:

  • The Slogan “satisfaction guaranteed or your money back”, Ward began using in 1875 (he created it).
  • In 1883, the company’s catalog, which became popularly known as the “Wish Book”, had grown to 240 pages and 10,000 items.
  • By 1904, the company had grown such that three million catalogs, weighing 4 pounds each, were mailed to customers.
  • 1926 the first Retail store is opened.
  • 1929 saw Montgomery Ward Double its stores to 531 across the United States.
  • In 1939, as part of a Christmas promotional campaign, staff copywriter Robert L. May created the character and illustrated poem of “Rudolph, the Red-Nosed Reindeer.” Six million copies of the storybook were distributed in 1946. The song was popularized nationally by the actor and singer Gene Autry.
  • 1950’s saw the store fall into its eventual downfall as the company was slow to respond to the general movement of the American middle class to suburbia. It’s competitors (like Sears) built stores where the customers where, Montgomery Ward chose to stay in City Centers and Main streets where the customers no longer shopped like they used too.
  • 1985 the catalog portion of the business closes.
  • December 28th, 2000 Montgomery Ward makes the announcement that it will shut its doors for good (Source).

Now lets take a look inside my 1942-43 Fall/Winter Catalog

Front cover of a Montgomery Ward Catalogue Fall and Winter 1942-1943 featuring a woman in a green winter jacket, wearing a red Hair snood.

While going thru my catalog I stumbled upon the address of the owner of this particular book in Albany, NY. This is a new discover for me! I have never seen this before (I did tell you the book is HUGE). What a fun find.

Inside of a Montgomery Ward Catalogue Fall and Winter 1942-43

“Work for Victory”. Clothes for women who have left their home to work in fields, plants and other jobs to help bring home victory.

Work for Victory :1940s clothing for women on the homefront as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43

Balmacaan Zip-Outs. Each with a choice of 2 Zip Linings. Change it out for a lining for Spring or Fall and add a warmer one for Winter. So versatile.

1942 1943 Fall & Winter Fashion from a Vintage Catalog Winter Coat Fashion Inspriation for Women. See more at www.vintageinn.ca blog
1942 1943 Fall & Winter Fashion from a Vintage Catalog Winter Coat Fashion Inspriation for Women. See more at www.vintageinn.ca blog

Lovely rayons in lovely patterns for all your wartime dresses.

1940s Rayon Patterns for dresses from 1942 1943 Vintage Montgomery Ward Catalog

Maybe it’s just me, but I don’t see women’s maternity wear fashions very often in photos so seeing them in a catalog is fantastic. I’m always curious on how women looked when in that “delicate condition”.

1940s Fashions: Maternity Wear clothes from 1942 19403 Montgomery Ward Vintage Catalog

Lets going skiing in some super 1940s “hitting the slopes” fashions!

1940s women skiing fashions from 1942 1943 Montgomery Ward Vintage Catalog

1940s style turbans are very popular in the vintage scene right now and this is because they were very popular in 1942, 1943 as well.

Further Reading: A Vintage Guide to 1940s Women’s Hair Accessories (whole section on 1940s Turbans).

1940s style turbans for women as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43
1940s style turbans for women as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43

During the war, stockings made of silk and nylon were rationed so it’s very cool to see an alternative stocking made of rayon featured in the catalog. This history lover is eating this up!

1940s Stockings for woman as seen in a 1942 1943 Montgomery Ward Catalog. Rationing of Silk and Nylon during WW2

1940s womens shoes in all their colourful glory. Good lord, I want them all!

1942 1943 Womens shoes. 1940s Wedges and small heels. Vintage Shoes as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43

Saddle shoes are the best! I own a pair and wear them all the time.

FURTHER READING: Vintage Photo Tuesday: Saddle Shoes

1940s Fashion: Collection of Saddle Shoes for women as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43

Brooches are my FAV! Look at these beauties? Which one is your favourite (I really like the bow and the horse)?

1942 1943 Pearl and Lucite Jewelry. Vintage 1940s Jewelry (Brooches) as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43
1940s locket. Vintage Locket in a 1940s vintage catalog. Cool Vintage Jewelry Inspiration

1940s Menswear time! Ideas on what to wear with what, when you just can’t decide.

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring 1940s Menwear Fashions, like ties, hats and jackets.

“Style your own 2-Piece Suit” gentlemen.

1942 1943 Menswear Fashion Inspiration. 1940s Suits for men as seen in a Montgomery Ward Catalogue Fall and Winter 1942-43

For the Home: 1940s Linoleum Flooring Designs. For more inspiration check out a past post entitled “The Beautiful World of Linoleum Flooring“.

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring 1940s Linoleum Floor Designs
1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring 1940s Linoleum Floor Designs

Save $$ use Tileboard! Comes in various colours and styles as well.

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward fearturing different coloured Bathroom Tiles like pink.

Pick your bedspread for your 1940s bedroom.

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring 1940s Bedroom accessories, like bedspreads and curtains.

Wallpaper designs to match…the couch cover, carpet, cat etc. and etc.

Further Reading: Vintage Wallpaper ideas from a 1940 Montgomery Ward Catalog

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring 1940s Wallpaper designs

Big Band Leader, Woody Herman approves these instruments.

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring Musical instruments for sale

Baton Twirling is fun and Healthful! Next workout craze of 1943?

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring Batons for sale

Tailor Made Seat Covers for your car. We are mad for Plaid!

1942 1943 Fall & Winter Vintage Catalog Montgomery Ward featuring seat covers for your car in patterns like plaid.

US War Bonds and Stamps-Buy them to hasten Victory!

WW2 Victory Bonds and Stamps advertised in 1942 1943 Vintage Catalog see more at www.vintageinn.ca blog

I’m going to be honest friends, this catalog was so huge that I’m going to have do another post or 2. Hopefully your all okay with that!

Question Time: Do you own a vintage catalog? If so what company and timeline? Also please share what you loved above in the comments section below.

FURTHER READING: Vintage Magazines & Vintage Catalogs (Archived blog Posts)

Thanks for dropping by!

Liz


Feb
2017

Chatelaine Magazine-March 1947: Charm Check-Up

categories: 1940s, Vintage Magazines

While reading my March 1947 Vintage Chatelaine, I found an interesting article entitled ‘Charm Check-Up‘ by Adelle White.

1940's charm school tips from a 1940s vintage Magazine - Chatelaine.

Are you making friends and having lots of fun? Your popularity should be unlimited if you can honestly answer “Yes” to these questions. But even if you can’t, be of good cheer; you can always change your type — and no time like now!

I thought for today’s post it would be fun to put ourselves into the shoes of a 1940’s woman and read some of the charm check-ups thru her own eyes. What would your imaginary ‘1940’s gal’ check yes or no too?

Chatelaine Magazine-March 1947: Charm Check-Up

First Category: Your Looks

1940's model posing for an article in Chatelaine Magazine from 1947

Q: Do the small details of grooming seem important?

A. No matter how ultra-fashionable a costume may be, if hair is untidy, back of shoulders, unbrushed, gloves even slightly soiled or heels run over at the sides, the effect of smartness will be ruined.

1940s vintage photo of 3 stylish Black women in 1940s hats and 1940s outfits.

Q. Do you change your hairstyle every so often?

A. It’s a treat for your family and your friends to see you with a brand-new hair-do — if only to assure you that they like the old way best. Don’t be afraid to try something new — you’ve nothing to lose and the gain may be exhilarating.

1940s Vintage Ad for Women's Hair colour featuring 1940s Hairstyles for Women.

Q. Have you learned to carry yourself gracefully and with poise?

A. Whether you’re slender or plumpish you can improve you figure 90% by stretching upward with the top of your head….lifting your chest out of your ribs….and pulling in your tummy. It takes inches off your waistline and makes you seem taller.

1940's photo of a posture class from Miss Cook's School of Manners
Image by © Lucien Aigner/CORBIS

Second Category: Your Personality

1940s vintage yearbook photo of a young 1940s woman named Verna Cox.

Q. Do you talk in a natural and unaffected way?

A. Just think of the number of girls who spoil an otherwise charming personality by speech affectations, such as kittenish baby talk, or a superimposed accent. It’s a temptation, sometimes, to vary, your type by imitating the dulcet tones of a movie siren — but don’t do it. You’re you — a pretty important person, with no need to borrow tricks from someone else.

singing in the rain movie image

Q. Do you like other women?

A. You and I have both heard girls say, quite proudly, that they get on better with men than with women. Just imagine some man tossing off a remark that he liked women but couldn’t hit it off with other men! What a raised-eyebrow situation that would be! Haven’t you found that a woman who studiously avoids her own sex is putting on an act which won’t go over with other females?

1950s Vintage Archie Comic Cover
Source: coverbrowser

Q. Are you as casual and friendly with men as you are with other girls?

A. If you act naturally and are not self-conscious when men are part of the group, you’ll enlarge your circle of masculine admirers much more than if you put on a special act for their benefit. Like everyone else, a man wants to feel relaxed and comfortable when he’s talking to you.

1940s vintage image of man and woman talking in 1940s fashions and 1940s hairstyles as seen in life magazine

Q. Are your compliments always sincere?

A. People who toss flattery about like confetti soon find their compliments lose value. If you don’t admire another woman’s hat or dress it’s best to say nothing — or praise something else about her. Honest compliments, the kind which can be trusted, make friendship jell more firmly.

Further Reading: “Katy Keene”- America’s Illustrated Queen of Pin-Ups and Fashions

1940s katie keene comic book cover
Learn about Katy Keene HERE Source: Comics Beat

Third Category: Your Party Style

Q. Do you start off for a party with the full expectation of enjoying yourself?

A. High spirits are contagious. If you arrive looking as though it were a special treat, you’ll not only be a joy to your hostess, but you’ll infect the other guests with the same spirit of gaiety. It just takes one or two guests with a zest for fun to give the whole party a lift.

1940s toga party vintage image
Source: Etiquipedia

Q. Can you forget to worry about how you look?

A. If you know your dress is becoming; if you’ve spent plenty of time on hair and make-up; if you nails are freshly manicured and your hands do you proud, there will be no need for nervous peeks in mirrors or constant fussing with comb, lipstick and powder puff.

1947 Vintage women's fashion vintage illustration as seen on a vintage sewing pattern.

Q. Have you social assets?

A. You may not be a pianist or a fine singer — but if you’re good at dancing, card games, ping pong, table tennis, or some other indoor sport, you’ll be a sought-after guest. One of the quickest way to enlarge your circle of friends is to become an expert in some field — such as bridge, rummy, chess, or a sport such as skating or skiing; badminton or squash; tennis or golf. Special sport fans tend to band together. But when you’re with other groups, go easy on your specialty.

1940s vintage photo of a group of young Black women sitting at a house party in late 1940s clothing.
Credit MOHAI, Al Smith Collection, 2014.49

Q. Can you forget your own shyness by concentrating on other people?

A. If you’re the shy type who takes a bit of time to shed reserve and get into a party mood, you can speed the process by picking out another guest sitting alone in corner, and coaxing him or her out of the same shell. Time yourself mentally at just how smart you are, in drawing people out and making them feel comfortably integrated. You’ll please your hostess, probably make a friend for life, and that social diffidence you suffered from at the start will melt like snow in the sun.

1940s bobby soxers teenagers vintage image
Source: Corbis Images

Question Time: Do you think that any of these “Charm Check-Up” ideas are applicable in today’s society? Or better left in 1947? Let me know in the comments below.

FURTHER READING: Vintage Magazines & Catalogs – Archived 1920s-1960s blog posts

Liz