Use Your Maid's Old Uniform

In 1943 a lot of the sewing books focused on renovating and remaking, using what you already had to make what you needed. For this School Girl's dress it is suggested that you use a flowered cotton house dress and from a plain blue cotton "that was once a part of a maid's uniform."
If you didn't happen to have an old maid's uniform laying around they also say you could check your scrapbag. "Odd scraps of colorful fabric are combined with great success."

It's not to late to get him...

...a swinging tie! More from Sears and Roebuck in 1943.

Walk Tall

"To make you and each garment you wear look twice as attractive, learn to stand and walk correctly"
(a repost from September 2009)

To the Heroines of America - 1943 Avon Cosmetics

"One of the modern American woman's contribution is her calm outward beauty which so eloquently expresses the courage and faith in her heart"
"Be Hostess To Loveliness"

Manikin Model Dolls - 1943

This is a Manikin doll, probably Peggy McCall. You can learn more about these dolls here.
These are hard to find...and not cheap when you do see them. (I know, I've wanted one for years) And actually while they were suppose to teach and encourage young sewers, in fact doll clothes are hard! Ever try to sew tiny, tiny little sleeves into a tiny, tiny little armhole? I suggest leaving doll clothes to the much more experienced sewist, let's not discourage the youngsters!
This was written by Elisabeth May Blondel, a writer and editor for McCall's.

"Learning to fit and make pretty clothes on a modern fashion model means that half the battle's won to young sewers when they come to make their own. Glamor clothes, slacks, dirndls, etc. (1058) look adorable on such fashion models, which are usually about 12 1/2 to 20 inches high."

The Look Of Spring - Box Coat And Reefer - 1943 McCalls Magazine

A selection of coat styles from the April 1943 McCalls Magazine with very different shapes. Gals could choose from two quite extreme shapes, very slim and fitted or very loose. And not much in between. The term Reefer jacket is more familiar to most of us as a Pea Coat, there have been many versions of the classic style and it's popularity in the forties was to be expected, military influences were everywhere in women's fashion.

These illustrations are signed Jean De Vigne who I can find listed as an illustrator on some book covers, but no other details. Any ideas?

THE SEERSUCKER SUIT is a grand institution. This black-and-white one has the short length jacket, and a skirt eased by kick pleats stitched along the edge to keep them crisp. Wear it with blouses or dickeys. No. 5244.

THE SEMI-FITTED REEFER at the right, and turning its back to you above, will soon start collecting admirers. It is just a shade more mannish than most reefers. And this cut makes it wonderful for bulky tweeds. No. 5248.

THE BOXY SHORTIE in yellow wool is a very gay little sports coat which you put on over your suit on shivery days, and wear with shorts, slacks, and extra skirts during the summer. It's double breasted, No. 5247.

COAT OF MANY USES - It is the boxy one shown here twice. Make it as long as the beige, and it is a coat you can use for spring, summer and fall. Make it as brief as the red, and this is a toss-on shortie which you can wear with suits, slacks, shorts and all extra skirts. No. 5242.

CLASSIC COAT FOR TOWN WEAR - It is the reefer, of course. The spring reefer above can be a fall reefer too, if you choose the right color. It is fitted by flattering long, narrow panels, which make one's figure as slim as slim. Good sharp collar, set-in pockets. No. 5211.

Three Degrees of Softness - 1943 Dresses

Three Degrees of Softness, another grouping from McCall's Magazine, April 1943. Each of these use pleats to create a less severe look. And they are each pretty interesting too. It's all about those details. And the hats, again with the hats!

"TAILORED BUT SOFT"--This describes at least half of the new shirtfrocks. Everybody can find a becoming one, now. The yellow dress falls into this softly tailored class, with its curved yokes and the gathers below them. No. 5229

COLLARLESS SHIRTFROCK--Many women like everything about a shirtwaister except its notch collar. The flame-colored dress is for them. The skirt is interesting. It has eight slim gores, the front ones saddle-stitched, No. 5217.

ONE FOR VERY BEST--The green dress is illustrated in a good rayon crape, tested rayon. This is one of the best of the draped style, and simpler to make, really, than a tailored frock. Very nice, too, made of a semi-sheer. No. 5225.

Plenty of Pleats - To Take Back to Collage -1943

Another look at some fabulous forties fashion, reminding us that shoulder details are "where they do the figure some real good", the black dress has pleats but the "skirt width is strictly legal" and the light green is a "never-out-of-style frock", and they may be right!

For Collage gals the "peplum is the big attraction". But to wear the navy dress "you have to be young". The yellow dress looks "particularly nice on girls with curls". And of course the pink print is "pretty, summery looking, cool. Of course!

1943 Spring and Summer Wardrobe - McCalls Magazine

We have two pages from McCall's Magazine from April, 1943. Don't miss the hairdos, the gloves, and the hats. Oh, those hats!

One illustration is signed by Blanch Rothschild, who I could only find listed as an American Artist - 1893-1988.

This is a Spring Wardrobe.
The first set include the aqua dress, that is "especially for those who say, 'I can't wear shirtfrocks, they are too severe'. You can wear this one." The dotted crepe, "worn with town accessories, it looks like a soft suit." The Navy with "lingerie touches" has a "swing-over neckline."

To Keep for Summer
There are plenty of details to enjoy here, but I have to admit I think the gray with the contrast bodice does it for me. But maybe I'm influenced by her cute little hat. They do say that it is "a wonderful idea for getting one new dress out of two old ones". Remember this was wartime. The red dress "uses the border edge at the hemline only, which is smart of it.". The blue dress uses eyelet and it is "A good shoulder-broadening style. Use a piece of leftover material, printed or striped, can be used up smartly for yokes and sleeves, as in the white dress".

Which Woman's On Her Way To Being Hated?

Which Woman's On Her Way To Being Hated? Well, it's clearly Helen. She spreads rumors, she schemes, she tries to 'outsmart' the food rationing rules, and she's "completely baffled, my dear!" by the arithmetic of point rationing. While our heroine Paula spreads help, she studies, she makes the greatest possible use of unrationed foods, she is more concerned about how much she can contribute to the success of the program. She even goes to the government sponsored demonstrations at the High School on ways to serve well balanced meals under rationing. (Now most of the women on the block are going with her!)

Yep, that Helen is headed for trouble. After all "people who are busy winning a war don't find dimwits amusing!"

The Sewing Manual For Home Decorators - 1943 -Is your home dreary and dull?

The Sewing Manual For Home Decorators, from The Spool Cotton Company, copyright 1943. This booklet has a TON of helpful advice on how to "make new 'dresses' for your windows...for your chairs and couches...for your tables and beds". There are detailed instructions given on how to get these fabulous forties looks, but maybe these cheery illustrations can get you started.

Chen Yu Nail Lacquer - 1943

"Chen Yu

For centuries and despite all wars, beautiful hands with long and well cared for have been attractive.
These hands are an inspiration ...
And now they can be more charming than ever
Use Lacquerol basis.

The most beautiful varnish to your nails"

This is from a 1943 La Familia, a magazine that comes from Chile. But we don't need to translate this to get the message. These are some nails!