Fashions from Butterick Fashion News, 1930

Australian Home Journal, 1930

Fashions from Altman Magazine, Holiday Number 1930

Australian Home Budget, March 1931

Butterick Fashion News, August 1931

McCall Style News, August 1931

"Of course, this definite liking for wider shoulders is perfectly understandable, because by contrast the waist and hips appear, oh! ever so much slimmer, and that is what we all want, isn't it? This illusion of slimness is just a little trick we have borrowed from masculine tailoringnot that our fashions are anything but feminine in every way."

Weldon's Ladies' Journal, November 1931

Weldon's Ladies' Journal, November 1931

"Cotton materials, as though sensing the all-prevailing need for general economy, are now very smart and tempting-looking. Thus one is able to look both cool and smart with a very little outlay, for there is no reason why cotton frocks should not be worn for many occasions in the hot weather."

Madame Weigel's Journal of Fashion, December 1931

Everylady's Journal, July 1932

McCall Style News, November 1932

"Long skirts and costumes of the 'seventies were in evidence - and even ostrich feathers and fans. Even the coyness had its imitators. But it was so obviously an imitation. The slender-seeming waists were made so, not by savage tight-lacing, but by sheer expensive dressmaking. Tomorrow, on the tennis court, loose-tunic frock would reveal them as the waists of muscular young women of the day, despising all bonds."

Dorothy L. Sayers, Have His Carcase (1932)


MadameWeigel's patterns, 1932.
(In green: Madame Weigel's Paper Patterns, the rest, Madame Weigel's Journal of Fashion.)

Pictorial Printed Patterns
, May 1933

Butterick Fashion News, June 1933

Fashions from McCall's, 1934

Photograph, dated "10 DEC 1934".
(This photograph, taken by a street photographer in Sydney, depicts a group of middle-class women - Christmas shopping perhaps? Though neatly turned out and carefully coordinated, the photograph shows the difference between the stylish models in the magazines, and the somewhat cluttered way the same clothes looked when worn by ordinary women.)

Fashions from Weldon's Pattern Service, 1935

Home Chat, 1935

Le Petit Echo De La Mode, 1935

Australian Home Journal, January 1936

Butterick Fashion News, 1936

Pictorial Review Fashion Book, Summer 1936

Fashions from McCall Style News, August 1936

Stitchcraft, 1936

Simplicity Fashion Forecast for August 1936

Le Petit Echo de la Mode, 1937

Butterick Fashion News, September 1937

McCall Style News, November 1937

"The two things which have probably made the greatest difference of all are the movies and the mass-production of cheap smart clothes since the war. The youth who leaves school at fourteen and gets a blind-alley job is out of work at twenty, probably for life; but for two pounds ten on the hire-purchase system he can buy for himself a suit which, for a little while and at a distance, looks as though it had been tailored in Savile Row. The girl can look like a fashion plate at an even lower price. You may have three halfpence in your pocket and not a prospect in the world, and only the corner of a leaky bedroom to go home to; but in your new clothes you can stand on the street corner, indulging in a private daydream of yourself as Clark Gable or Greta Garbo..."

George Orwell, The Road to Wigan Pier (1937)

Fashions from Butterick Fashion News, June 1938

Butterick Fashion Magazine, Autumn 1938

Le Petit Echo de la Mode, 1938

Australian Home Journal, 1938

Le Petit Echo de la Mode, 1939

Australian Home Journal, 1939

"Attractive, well-fitting clothes - not expensive - were available in the stores for those who could not afford Haute Couture. White tie and tails and dinner jackets, along with ball, dinner and cocktail dresses were essential.

The Ugly One: The Childhood Memoirs of Hermoine, Countess of Ramfarly 1913-1939