I’m so excited two weekends ago I went vintage shopping with my vintage shopping BFF in crime and stumbled upon this amazing find in the bottom of a glass case (yay for having eagle eyes). A very good condition 1942-1943 Fall and Winter Montgomery Ward Catalogue (note: please see a better written PART TWO post HERE).
1942-1943 Fall and Winter Montgomery Ward Catalogue
Some of you might be asking…..
“What is 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 (Wikipedia-Montgomery Ward).
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 (Wikipedia-Montgomery Ward).
Wow that is some history, terribly sad that the business ended up closing its doors in the end though 🙁
All that sad part aside, lets take a look at some of the pictures from the Catalogue shall we? (Note: You will be seeing more of this book in future posts as I plan to use it as reference for blog posts to come).
Brief Look Inside a Vintage Montgomery Ward Catalog
Yes please I will take all the velvet dresses and hats and jackets..how perfect would these be for the holiday season??
Look how handsome these boys are?? I wish my nephews dressed like this.
Look at the ruffles and the pinks and the flowers? WOW! my husband would kill me if I brought any of that into my home (and to be honest, I think it’s a bit too much for me too lol)
So there you have a sneak peek into my recent vintage purchase. Hope you enjoyed learning a bit about Montgomery Wards and browsing the pages of the catalog just like so many people did back in 1942-43.
Hi everyone! For my first official blog entry I thought I would start with a favourite event of the Lindy Hop season in Toronto called “Swing out to Victory” It’s a 1940’s Big Band dance in an airplane museum in Hamilton, Canada and it’s lots of fun.
At this dance dressing up in 1940’s fashions is while not a must, is encouraged to take your dance experience to the next level. Plus it looks great posing with those vintage airplanes. However I do realize that not everyone knows how to dress in 1940’s fashions for an event like Swing Out (or whatever event your attending), so I thought I would help get you started with a post about the ‘Key Looks of the 1940’s’. It’s a post filled with loads of vintage images, illustrations, and links to get you inspired and shopping.
So sit back, relax and have a read and then at the end I have supplied shopping options for Vintage & Vintage Reproduction clothing that you can take home today (or close too).
Have fun!
Disclosure: Some of the links on my blog from Etsy ,eBay, Unique Vintage, RocknRomance Vintage& Collectif are Affiliate Links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
Key Looks Of The 1940’s For A Night Out Swing Dancing
1940’sWomen’s Suit
II faut ‘skimp’ pour être chic’, you must skimp to be chic – Vogue Oct 1941-
The war was on and rationing of materials was in full effect. Gone were the days of silk and wool, women were left with materials like rayon, synthetic Jersey, and gingham to create their clothes. Elaboration was out and a pared-down elegance was becoming the norm. The main look of the decade: Was broad shoulders and a streamlined, slim look.
Women’s “Utility Suit” or “Victory Suit” or “Clothing by law” was fashioned to resemble the military style of WWII. The suits had a boxy, broad-shouldered (aka shoulder pads) jacket. Peplum at the bottom of the jacket was also used to give the illusion of volume (see pic below). Blouses were normally solid coloured with details around the neck. Skirts were shorter (knee-length) and either straight or A-lined and had a front and back pleat.
Accessories even during the war were still very important to a 1940’s women. Pair the suit with an asymmetrical or angled shaped hat with unusual trimmings (whatever could be substituted or used during the war. Ex: materials from older hats).
Add Stockings with the seam or you could do what many women had to do when stockings became rationed which was to paint some light colour to your legs and draw the seam up the back.
Shoes: Peep Toe and T-straps (1” in height) were fashionable (and saved on leather) as were Cork platforms. Don’t forget a basic purse. Lastly add your red lipstick and curl your hair with a pin curl set.
Pants were also becoming part of women’s everyday wear as they had to wear them to the factories. These slacks were often high cut or at the waist and would have a single pleat down the front of the pant, and wide legged. Jeans and overalls were also being worn much like our favourite “Bomb Girls” did.
How to wear this look:
Top the pants with a form fitting blouse or sweater tucked in, add a “mans cut” jacket or Bolero. Add the “Rosie the Riveter” scarf to your hair if you want or a snood with victory rolls and don’t forget the red lips. Shoes were sturdy and practical, often flat or you could pair them with a wedge shoe.
1940’s Dresses
Shirtwaist Dresses: This style of dress you can easily find today (Trashy Diva has a few they make). The simple dress features a button down style top often seen with a flared or A-line skirt. Just like everything else during this time it was considered useful for most daily activities.
How to wear this look: Pair it with a pair of saddle shoes (and bobby socks-they appeared in the 40’s first) or wedge or peep toe shoes. Hair in victory rolls or try a pin curl set. Add a ribbon, Flower or a snood to the hair. Once again…put on those red lips.
Rayon Dresses were very popular during the 1940’s as it was the dress “that never creased and had silk-like quality to it” and made going from day to evening very easy. Many of the dresses would be in colourful prints, knee-length and very simple cuts. Bolero and fitted jackets were added to the dress to create more outfits. This style was very popular for swing dancers.
How to wear this look:
Vintage Photos & Illustrations shown here lon this post are super examples. Or you visit my archived content on Women’s Fashions – Vintage Styles.
1940’s Dress Features:
Cap sleeves (sometimes with a small slit on the side for ease of movement)
Puffed up sleeves with gathers at the top
Dress necklines: Cut-outs (got to loves cut-outs!), Square, keyhole, V etc.
Sequins & beads: Not rationed by the war, sequins were sewn on dresses, jackets and shawls to add drama to day wear and evening wear.
Evening Dresses “Long”: Were Strapless (elegant and saved on material!), spaghetti strapped or halter topped, draping from the waist was seen as well.
Evening Dresses “Short”: Women would wear cocktail dresses (Little Black dress made its way to the scene) or Suits. This look was very popular during the height of the war.
Now for something a little different….
Sportswear & Ready To Wear
(Originated from New York Fashion Industry)
Highlights (but not limited too):
Shirtwaist dress (mentioned above)
Pinafore Dress-often seen in Gingham
Sundresses in cotton
Plaids, checks and stripes were often seen in Ready to wear outfits
Beachwear or Swimsuits (Maybe you would like to go as Pinup, Betty Grable)
One piece suits were form fitted, Halter or V neck with bottoms that were like shorts (but went to the top of the thigh) or skirt shaped.
2 pieces swimsuits were not like what we know today. They were high-waisted, and the top was the same as above. Note: The Bikini was invented in 1946.
Playsuits: Very short dresses that wrapped around a swimsuit. Also playsuits with long skirts and front buttons with a snug leg under panties and bra-like top.
Pinafore Dresses
1940s Playsuit
How to wear these looks:
If you are going for the “Sportswear” look think of a “younger look”. Simple pageboy hair style, no hat, saddle shoes, peep toe shoes or wedges. Ribbon in the hair if you like. Cute and simple. Red lips!
For Swimwear: Look to the Pinups of the time for style inspiration. Betty Grable, Ava Gardner, Jane Russel. 1940’s hair style and 40’s shoes and your good to go. Oh! and a flower in the hair always helps (As everyone knows or now knows…I’m a big hair flower fan.
With the styles above, 1940’s hair and makeup is a must. Add flowers…lots of flowers to one’s hair. Pile on the Bakelite bracelets for extra effect.
Peasant tops and playsuits again
Sarong Dresses-MY FAV!
Christian Dior’s “New Look”-1947
With the war over, materials available and France open for business again a brand new look was created for women called “New Look” by Christian Dior. The idea was to let the curves of the women’s body be molded by the clothes. Highlights:
So there you have it, a high-level overview of what you could wear to any swing dance/event you wish to attend. I hope this has helped you get your brain going on what you could wear to your event. ENJOY!
