You Need Not Wear Another Single Thing!

 "Bon Ton Lingerie Plastique and your frock - that's all!" 
"...does away with overlapping thickness of vest, girdle, brassiere, pantie or bloomer."
 No boning this must have been pretty daring. And not too popular since I can't find any other references for the name 'Plastique'. But maybe some of that was the cost. $12.50 in 1929 is about $168.00 today, a bit pricey.  
Found in McCall's Magazine, October, 1929. 

Myrtle Got A New Dress

"With such practical and becoming dresses available the housewife need not feel extravagant if she adds another to her wardrobe."

So many Mail Order Catalogs! 1929 - 1930

There are a few of the many fabulous catalogs you could choose from in 1929-1930. These advertised for urban shoppers, but also brought fashion to that rural small town gal who wanted to wear the latest thing.

The Charles William Stores started in 1913 in New York.
Did you know Lane Bryant started in 1904 selling maternity clothes?
I have posted about a 1940's Bella Hess catalog here.
The Hamilton Garment Company still sells fine shirts.
I only found more ads from Elmer Richards Company. Do you know more history of this Chicago business?
The Minneapolis Knitting Works had a long history before closing in 1952.
Frederick Herrschner Inc. is still in business today selling crafts.
And here is another ad from the Dolly Gray Company.

So there was no excuse for you or your family not to be well dressed!

Stylish Semi-Made Dresses from Dolly Gray - 1929

The every so stylish Dolly Gray catalog from a 1929 McCall's Magazine brings us a choice of smart dresses semi-made. All the "difficult sewing and tailoring done, such as neckline, collar, pockets, tucks, pleating and all the novel French touches, beautifully finished for you in advance".
All you did was sew up the seams. This gave you "the priceless extra advantage of assuring a perfect fit".
I wonder why this method fell out of favor?

Paris Makes New Style Points with Seamings - 1929

From McCall's Magazine in September 1929 these evening gowns are the latest thing from Paris, but of course you bought the pattern to make these at home.
But it's all about points, hemline points, waistline points, neckline points, they are L'Echo De Paris!

"There are always details that date a new Paris frock as belonging to the season just beginning instead of the one coming to an end, and pointed treatments are just such a detail in the new French showings. Almost every designer uses them in some form or other, yet there is no uniformity because the points are used in ways as original as the lines of the dresses themselves. In one frock on this page, the points are a minor detail, used to suggest a higher waistline in an evening gown of stiff silk. In the other frock, pointed effects are the theme of the dress, with pointed seamings, a pointed cape collar and dipping hemline."

L'Echo De Paris - Fabulous Styles from 1929

More wonderful Parisian inspired frocks from McCall's Magazine, September 1929. You could choose wool but consider if it is appropriate in your "steam-heated American house". After all, Suitability is the important thing to keep in mind.
As always don't miss the details; these are 'cleverly seamed and pleated' with 'curved seaming' and 'slightly draped' necklines. Plenty to challenge the seamstress.

"PARIS is creating more and more frocks for daytime of light weigh woolen fabrics, some of them frocks that accompany a coat of the same material to form an ensemble and others that are intended to be worn alone or with a scarf or fur. They are of such light woolen that they overcome the usual objection to woolen frocks in steam-heated American houses, and being so light, they are made in models that are equally attractive made up in silks."

"SUITABILITY to the person who is to wear it and to the occasion when it will be worn is the rule that governs French daytime frocks, so the tailored fashions that form the smartest costumes for daytime include all types. One may have a soft feminine type of tailored, frock with a circular skirt and a bow at the neck and waist, or a frock with crisp pleats, tailored in every detail. Or frocks that compromise by having tailored lines, and soft feminine details."