produtoinacabado: McCalls Magazine

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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?

Slit Hemlines, Slashed Backs, Low Necklines - Evening Gowns - 1934

More beauty from McCall's Magazine, October 1934.
"Since ankles and evening slippers are both so pretty, it is too bad not to show them."
"As you see necks are very high or very low."
These are lovely and there is a surprising amount of skin showing...you needed to have confidence to carry these off!

How To Retain Youth by Lillian Russell (1905)

Not big worry but petty worry is the greatest harbinger of old age.
This is from the 100th issue of McCall's Magazine put out in 1976.
(and it's a repost from May 2009)
To many women in domestic life the cook's ill temper is a tragedy, the laundress's predilection for superfluous blue a bodily infliction, the excessive prices of the butcher a great sorrow of her existence. Ah! She will need more than massage and cold cream can accomplish to eradicate the woe-begone expression, the downward droop of the discontented lips. If you would remain young, discharge the ill-tempered cook! Find a new laundress! Deal at another market! Ten years from now the cook's ill temper will have subsided, but what of the telltale lines about your mouth? Ten years from now the over-blued lingerie will have been replaced by other garments, but how about the creases around your eyes? Ten years from now the Beef Trust may have frizzled into the millennium, but alas for the wrinkled forehead that you have cultivated! (1905)

Let's go to a party! Lovely Frocks from 1939

From McCall's Magazine, April 1939.
These were pretty then and pretty now. Don't you wish you had one?
(A repost from May 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.

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".