I was looking through a box of old papers and came across a copy of Vogue Magazine from July 1946. I must have bought it at one of the local book/magazine fairs. I’m a sucker for old fashion magazines, even if they do have a somewhat musty smell.
I started to leaf through. What an interesting magazine. Almost every advertisement for clothing showed the size range 10 to 18. No kidding! Over and over and over again. I don’t think there was a single piece of clothing in size 8 and quite a number whose range went up to 20. Everything, and I mean everything was size 10-18 or 10-20.
Now, maybe size 20 in 1946 is not the same as it is in 2014, but how different could it be?
Certainly the models looked thin — although not the tiny tiny models of today. What happened? How Come? When did things change?
There as so many interesting things about this issue, beside the sizes.
First, the advertisements emphasize that the clothing is made from newly invented fabrics, with a strong emphasis on rayon which had been widely used during the war as a substitute for silk.
Second, there are almost no fashions from “high fashion” houses, particuarly those from Europe, with a few exceptions — some clothes by Madame Gres, and Balmain and an ad for Schiaparelli (see below) and Chanel, which, by the way, could be in this month’s Vogue since it looks exactly the same!. All the advertisements and almost all the clothes in the features are from US manufacturers or special made-to-order designs from large department stores, like Bergdorf Goodman or Charles James.
Lastly, there are some serious articles, by some very well known and serious writers: “The Crisis of Man” by Albert Camus, “Just Idling Along” by Daphne Du Maurier and the photos are from Cecil Beaton.
So very very interesting. . .
Here are some photos:
[And apologies for not posting last week. Our internet was out for two days, and unstable for a few more. Time Warner was here for a day, but got it fixed.]