The Internet can once in a while be a lovely place filled with vintage advertising of fashions gone by that are still gorgeous and fantastic, LIKE what I stumbled upon at the Archives.org website.

This delightful September 20th, 1941 fashion ad for ‘Spectator Sportswear by Lucas‘. Such dreamy dresses!

1940s Vintage Ad: 1941 advertisement for Lucas Spectator Sportswear -1940s Fashion Ad.

Source: Archive.org

After I saw this ad, I started doing some research on “The House of Lucas” and stumbled upon while not a lot of content, still enough that I know I had to share it with my readers. So that is what today’s post is all about!

‘THE HOUSE OF LUCAS’

An Australian Vintage Fashion Label

The House of Lucas-E Lucas and Co. The family-owned firm operated in Ballarat (Victoria, Australia) from 1888 to 1968, employing hundreds and putting Ballarat on the map as a producer of fashion.

ABOUT (Excerpt-Weekly Times Now Australia):

The fashion house was created by founder Eleanor Lucas who was widowed in 1878 and began sewing underwear and shirts from home to support her family. When Eleanor was widowed again in 1888, she launched her own sewing firm.

Successful from the outset, by 1908 it employed more than 200 people and at its peak in the 1950s employed 500. It specialised in women’s clothing but also made clothes for children and men.

“Lucas always had an eye on fashion trends and so they would send their executives overseas to bring back those trends to Australia and by the 1930s Lucas had a good reputation for quality garments,” Snjez says. “This meant they forged exclusive deals with the likes of Pierre Cardin and Vanity Fair.”

The Lucas factory has been linked with Ballarat commercial life for 55 years (Source).

In 1968 the company was taken over (Source).

In 1972 Lucas provided financial assistance for expansion, the company becoming a subsidiary of Courtaulds-Hilton (Source).

Innovations

1903 Lucas installed the first electric motor in Ballarat.
1908 Tilly Thompson became Australia’s first female commercial travellor.
1930 Lucas set up Australia’s first warp knitting, dyeing and finishing plant.
1934 Lucas produced Australia’s first screen printed tricot dresses.
1949 Lucas produces Australia’s first nylon Tricot fabric.
1952 Lucas produced Australia’s first nylon permanent pleating.
1962 Lucas produced Australia’s first colour coordinated lingerie and foundation garments (Source).

(Continue Reading about their history HERE).

"Created by Lucas" vintage dress by Lucas Spectator sportswear and australian clothing company

Source: Pinterest

The Fashion Vintage Ads

(stay till the end for some examples of real life outfits)

Here is a collection of the clothing lines that LUCAS was selling at the time of the posting of this 1948 ad:

Children’s Line-Betty Lou
Spectator Sportswear
Lucas Lingerie
Jill Heriote
Young Times

That green dress!!! Yooza!

1940s vintage ad: 1940s Fashion ad for Lucas Spectator clothing featuring a collection of their 1940s fashion lines, including a childrens clothing line.

Source: Pinterest

“Girls with a job to do!” – 1942 fashion ad.

“Not every woman who works for victory serves in unifrom. You women who have avalanced from everywhere to take up voluntary service and defence work need frocks that are neat, comfortable and cheerful; easy to wash, and long to last….Spectator Sportswear has all the answers!”

The company was doing their part for the war effort as stated in their ads: “Please understand. If stock of Spectator Sportswear at your favourite store aren’t as big as usual, it’s because we’re making ever increasing quantities of equipement for the fighting forces. Though supplies are restricted, the quality you know so well remains unchanged.”

1940s Fashion / 1940s Wartime Fashion: 1942 advertisement for Lucas Spectator clothes

Source: Archive.org

“A Three Star Feature” -1942 fashion ad.

“….like the Flying Fortress combining quality of material, perfection of design and superlative craftsmanship with fine attention to detail…is headed for a direct hit with you women of Australia performing all those urgent, unheroic, behind-the-scene tasks so essential to victory”

1940s Vintage ad / 1940s Fashion Ad: 1942 advertisement for Lucas Spectator clothes featuring Wartime 1940s women's dresses.

Source: Archive.org

Time to put away the track pants when walking the dogs and breakout the skirt suit (in this case cute Dalmatians)! 1945 fashion ad.

Further Reading: The Skirt Suit: A Fall Fashion Trend. The 1940s Edition

1945 vintage ad for women's 1940s fashion from Lucas Spectator Sportswear line. The fashion illustration features a woman in a two piece suit walking dalmatian dogs.

Source: Pinterest

“Dress for the man in your life” -1947 fashion ad.

“In your Spectator Frock or Suit you’re sure to please any masculine eye. Spectator Sportswear is still very sparce, but limited supplies are proudly sold by better shops everywhere”

1940s vintage ad / 1940s fashion ad for Spectator Sportswear by Lucas 1947 women's fashions

Source: Pinterest

1947 fashion ad. “Dress for the man in your life”.

1940s vintage ad / 1940s Fashion Ad: Lucas Spectator outfit from Woman magazine Australia, 1947.

Source: Pinterest

1949 advertisement for Lucas Spectator Ladies Sportswear for their Fall fashion line (I would wear this in a second!).

1940s vintage ad / 1940s Fashion: 1949 advertisement for Lucas Spectator ladies sportswear

Source: Archive.org

“For the town or country look”. A classic jacket suit & a versatile tailored dress-1952 fashion ad.

1950s vintage ad / 1950s Fashion Ad: image1952 advertisement for Lucas Spectactor clothes for women. 1950s dresses.

Source: Archive.org

“At last…a permanently pleated skirt that washes!” YES! Perfect for traveling the friendly skies as you can see our lovely 1950s illustrated model enjoying.

Source: Pinterest

Oh my! These outfits are giving off “Look at me” vibes”. 1953 vintage fashion ad.

1950s vintage ad / 1950s Fashion Ad: 1953 advertisement for Lucas Spectator clothes

Source: Archive.org

“For every day on your summer calendar…” 1954 fashion ad.

1950s vintage ad / 1950s fashion ad from 1954 for women's fashions from Lucas spectator fashion

Source: Pinterest

“Strike a high note in…Lucas Spectator Sportswear and be in harmony with every Winter occasion.” 1955 fashion ad.

1950s vintage ad / 1950s Women's Fashion ad: 1955 Lucas Spectator Sportswear featuring 1950s dress and 1950s women's two piece suit.

Source: Pinterest

I’m a sucker for any ad with cute Scottie Dogs in them! Like our 1958 fashion ad.

1950s vintage ad: 1958 fashion ad for LUCAS clothing featuring 2 women in 1950s fashions walking their Scottie Dogs

Source: Pinterest

1960’s summer fashion line. “Love the Sun”.

1960s vintage ad: 1960s Fashion / 1960s Summer Fashion for Women. 1960s Vintage Fashion ad for Women's summer dresses by LUCAS

Source: Pinterest

1961 Fashion book for the Autumn line.

1960s fashion book for autumn 1961 from LUCAS Australian fashion company 1960s women's fashions

Source: National Gallery of Victoria

Vintage Fashion: Examples of what the label looked like in real life

1950 evening gown (Jill Heroite Line & designed by Eve Ogilvie), a bronze full length dress in striped moirè and satin acetate, cut on the bias. GORGEOUS!!

1950s Fashion: 1950 evening gown by LUCAS a bronze full length dress in striped moirè and satin acetate, cut on the bias.

Source: National Gallery of Victoria

1952 Summer Day Dress (Jill Heroite Line & designed by Eve Ogilvie).

1950s Fashion: 1952 Day Dress by Designer LUCAS an Australian company. Women's 1950s fashion.

Source: National Gallery of Victoria

1959 Pierre Cardin Coat produced by the Australian fashion house LUCAS.

Source: National Gallery of Victoria

I hope you enjoyed this post! It was fun learning about a clothing label I had never heard of before.

Question Time! What outfits or ads did you love the most? Have you heard of this company before? Maybe you own one of their dresses. Share any thoughts in the comment section below and thanks for dropping by!

Further Reading:

Vintage Fashions 1920s-1960s (Archived Blog Posts)

Liz

Now that spring has sprung and summer is around the corner, I can’t stop thinking about dressing up in my favourite vintage dresses. Since I’m a collector, I am always on the look out for my newest find or to discover new labels I have never heard of before. Like today’s post that is another in my Vintage Fashion Designer Series.

Our designer today is……Nathalie Nicoli.

Never heard of her? Don’t worry I have not either! So let’s discover her together.

Nathalie Nicoli fashion designer in the 1940s and 1950s.

Disclosure: Some of the links on my blog from Etsy , eBay, are Affiliate Links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.

Note: If you click on an item and it is no longer available, don’t fret! The websites I have provided are updated daily with 1000’s of new & vintage items. Just do a quick search and see what you find.

Who was Nathalie Nicoli?

“She looks like the type of person who would wear the clothes she creates – a woman of poise and sophistication, more concerned with the good lines and appropriateness of the costume to the occasion for which it is designed than with its high style.”

1940s Newspaper article on Fashion designer Nathalie Nicoli

Spokane Daily Chronicle – Aug 19, 1946 Source: Google Archive

Nathalie Nicoli, or Nathalie Nicolaevsky was born on June 26, 1900 in Russia. Nathalie came to the US in 1923 together with her husband, Leon Leon Nicolaevsky as political refugees. He changed his name to Leon Nicoli.

It was Leon Nicoli who founded the company Nathalie Nicoli, as well as a company called Mode de Paris (Source).

Nathalie would then turn to the art she knew best – fine dressing.

It seems like she designed only in the 1940s & 1950s (there is very limited information about her out there) and she died at the age of 80 as lifetime member of NAWCAM – National Association of Womens and Childrens Apparel Manufactures (Source).

“Madame Nathalie Nicoli is the designer in San Francisco who creates for the important specialty shops in leading cities throughout the country. She is the personality that sets the high quality of design for that center.

Today she owns her own establishments and makes well-bred clothes, ranging from casual sports clothes to dressmaker suits that include their own proper accessories – hat, muffs and scarfs that give importance to or enchance the wearability of the costume. “

1950s Fashion: Nathalie Nicoli suit (L) Paula Brooks dress (R) 1952 — Nathalie Nicoli suit (L) Paula Brooks dress (R) 1952. Source: Pinterest

Her Design Style (in the 1940s) (taken from the article above):

She likes clothes in soft, melt-in-your-mouth colors – the grays, blues, greens that flatter skin tones and eyes. She drapes with a relaxed hand – shoulders wide but easy, waistlines nipped, jackets and skirts slightly full.

Her credo is fine fabric, smooth detail and the flattery of the whole ensemble.

Her tailored dresses are never severe. Symetrical lines, soft tucking and slight fullness compensate for tailored trimness.

1944 vintage fashion ad featuring a Nathalie Nicoli dress (beautiful details!). Fabric by Forstmann.

1940s Vintage Ad (1944) for Nathalie Nicoli women's suit. Nathalie was a 1940s fashion designer.

Source: Pinterest & myvintagevogue.com

Jacobson’s department store ad for Nathalie Nicoli blouses, from the September 1946 issue of The Californian.

Liz note: I LOVE HER HAIR! It’s a braid that is sitting on top of her head (rolled up) with cute flowers placed in the front. Fantastic 1940s hairstyle inspiration.

Source: Archive.org

Lisa Fonssagrives in a brilliantly beaded restaurant suit from Nathalie Nicoli and matching bag by Forstmann Weelen. Harper’s Bazaar, October 1947.

1940s Fashion Ad: Lisa Fonssagrives in a brilliantly beaded restaurant suit and matching bag from Nathalie Nicoli. Harper's Bazaar, October 1947.

Source: Pinterest

“Passwords to good buys”. 1948 magazine article on late 1940s fashions featuring different fashion designers.

Natalie’s design: “Capability”. Men’s-wear suits for all/every year, are made of new, softer cloths,in new, soft lines. Checked wool suit by Natalie Nicoli $80.

1948 magazine article on late 1940s fashions featuring different fashion designers like Nathalie Nicoli 2 piece women's suit.

Source: eBay

Sherry Nelms in Forstmann wool suit by Nathalie Nicoli, hat by John Frederics, Vogue, August 1, 1951.

Source: Pinterest

Suzy Parker in Botany’s worsted rep suit by Nathali Nicoli, hat by John-Frederics, Vogue, August 1, 1953.

Source: Pinterest

Sunny Harnett in simple, elegant Forstmann’s worsted suit designed by Nathali Nicoli, hat by John-Frederics, Harper’s Bazaar, August 1956.

1950s Fashion: Sunny Harnett in simple, elegant Forstmann's worsted suit designed by Nathali Nicoli, hat by John-Frederics, Harper's Bazaar, August 1956

Source: Pinterest

1959 ad for a I. Magnin & Co “Step-Into Dress” by Nathalie Nicoli.

The tucked dinner shirt goes to new lengths, becomes a step-into dress by Nathalie Nicoli. In easy-care dacron-and-cotton. Light Blue, Moss Green, Charcoal Grey, or Black.

1950s Vintage Fashion Ad: 1959 ad for a I. Magnin Step-Into Dress by Nathalie Nicoli. 1950s Fashion Illustration.

Source: eBay

My hunt for real life examples of our designers clothing came up with very little examples, but we still have some to enjoy as you will see below.

Vintage 1940s Strapless Evening Gown in pink and black with gorgeous bow appliques by Nathalie Nicoli (avail as of April 20th, 2022 HERE).

Side note: If you are a fan of vintage garment labels (the designs can be really lovely) then check out a past post I did on them HERE.

Source: Etsy

Vintage 1940s (might be 1950s) Nathalie Nicoli for ‘I. Magnin & Co’, wool gabardine cropped jacket (avail as of April 20th, 2022 HERE).

1940s Fashion: Vintage 1940s "Nathalie Nicoli" for "I. Magnin & Co" Wool Gabardine Cropped Jacket. Square neckline with collar, attached bow detail. Three buttons at front of garment. Fully lined.

Source: Etsy

1950s woven oatmeal lightweight Nathalie Nicole wool dress with matching jacket (avail as of April 21st, 2022 HERE).

Source: Etsy

Adorable mid 1950’s professional construction from the Nathalie Nicoli of California label. This darling summer suit is made from a lightweight cotton fabric featuring a whimsical floral print in pale blue with pops of pink.

1950s Fashion: 1950's professional construction from the Nathalie Nicoli of California label. This darling summer suit is made from a lightweight cotton fabric featuring a whimsical floral print in pale blue with pops of pink. The set features a crop "jacket" top with glove length sleeves, notched lapel collar, and a perfect nip at the waist. The skirt has a nipped waist, nice full A-line cut, and a flirty youthful knee length.

Source: Shopthrilling.com

I hope you enjoyed learning about Nathalie (of what I could find) and seeing her designs. I know I enjoyed learning about a new fashion designer and seeing her beautiful creations (might be my fashion marketing background)!

Friends! What was your favourite look from above? Share in the comments section below.

Further Reading:

Liz

Tag: 1950’s fashion