Fashion Lesson From the War Years - 1943

1943.  The world is enmeshed in war.  There's not a lot of money for new clothes.  It's the age of "make-do and mend."  The smart woman makes a fashion statement with what she has, combining her clothing in new and different ways, perhaps buying just a new red belt or gloves to co-ordinate with the black and white check dress she already owns.  She piles on all the bracelets she can find and makes it work....with great success.

Can you make do today?  Do you really need something new to make a fashion statement?  Reach for an old favorite in your closet and combine it in a new way with accessories you already own.  Don't spend your money on fast fashion garments that will fall apart, fade, shrink and pill.  The vintage in your closet has stood the test of time.  It was made with far better fabrics and construction techniques than anything you can purchase today. 

Wear a classic.  Wear vintage.

Photo by Louise Dahl-Wolfe for Harper's Bazaar, 1943.

Jo Copeland Suit - 1943

After being in a box for the last 6 months, I finally unearthed my scanner and I have all my vintage fashion magazines out of storage.  Yay!

How I wish this image were in color, but Harper's Bazaar and all magazines were judicious with full color pages at this time, especially during the war years.  This fabulous suit is by Jo Copeland for Patullo.  The jacket is a blue, white and yellow check, the skirt is navy blue and the blouse is yellow rayon crepe. I really like that buckle at the waist.

The model?  None other than Lauren Bacall.

Photo by George Hoyningen-Huene for Harper's Bazaar, 1943.

Marshall Field's 28 Shop

Marshall Field and Company was one of Chicago's oldest and finest department stores.  In 1941, the store opened it's exclusive 28 Shop which was one of the first in-store boutique shops in the U.S.  The 28 Shop was the brainchild of Hughston M. McBain, who would go on to become manager of the entire company in 1943.  The 28 Shop was named for it's private elevator entrance at 28 East Washington St. and featured 28 dressing rooms.  It was here that Marshall Field's sold high end clothing from many of America's best designers.  After the war, fashions from Paris were also featured.

The 28 Shop was designed by Joseph Platt who arranged those 28 dressing rooms around a central salon.  There were 2 each of 14 different dressing room designs, all in various colors and decor to suit the customer's taste.

 This photo by George Platt Lynes ran in a full page ad for the 28 Shop in 1943.  Offered was a pure silk dress in a pink, red and white print with black filigree worn with a hand-loomed wool raspberry wool coat.  There is no mention of the designer of this ensemble, just that is is "From the 28 Shop's Spring Collection of clothes from distinguished designers."  Note the silk floral spray at the dress neckline and how it offsets the extreme shoulders of the coat.  And can you see the little curlique on top of the hat?

Wesley Simpson Prints - 1943

Both of these 1943 dresses are made from Enka Rayon in Wesley Simpson Custom Prints.  Simpson worked with several top artists.  This print of pretty hats was designed by Marcel Vertés.  There is no indication who made the dresses, but they sold at leading department stores for $39.95 in 1943 (about $523.00 in today's dollar.)

Wartime Advertisements, 1943

It's 1943, right in the middle of WWII, and the pages of major fashion magazines are filled with ads that reference the war effort. It's very interesting. Take a look:

"Military and Civilian: A Uniform for civilian war activities...a favorite suit or coat for day-in, day-out service! A costume to live in, for the duration, if necessary - and like it! In all six wars in which American troops have been engaged since the founding of the Hockanum Mills in 1809...Hockanum Woolens of superlative quality have been supplied, as now, for the Uniforms of the Armed Forces and for Civilian Clothes on the Home Front."

"Pretty for HIM fashions by Huxley. A complete wardrobe for the Colonel's Lady and the Sergeant's Bride....for north or south, now till late Spring! Slim, trim, color-matched to ingermingle. Packs light and wears like a charm!"


Stetson showed several hats with "Front-Line interest" The top one is "Jaunty as military music". The bottom fedora is "Right dress for furlough dates".


"He's coming home on a furlough. Probably the happiest moment in his life - coming home to his family - his own room- perhaps his dog - and to all of his cherished personal possessions. He has dreamed about this home-coming for months, and now everything looks just as he hoped it would. It is comfortable and inviting. His mother always managed to add the touches that gave the place that indescribable atmosphere of home. A few flowers carefully arranged, and , on an accessible corner of the table, ice-cold Coca-Cola saying welcome in its own refreshing way."


Perhaps most telling, a full page recruitment ad for the Citizens Service Corps contributed by the magazine.

"What did you do today...for Freedom? Today, at the front, he died....Today, what did you do? Next time you see a list of dead and wounded, ask yourself: "What have I done today for freedom? What can I do tomorrow that will save the lives of men like this and help them win the war?"

Dressing for Spring, 1943

What is it with me and polka-dots lately? This dress in Mallinson's Miami rayon fabric was made from Simplicity pattern 4536, Spring 1943 . The big white buttons mimic the polka-dot print on a beautiful shade of green that is perfect for spring and summer. I like the use of black gloves here. They balance the black hat. White gloves would have been too prissy, don't you think? The photo was taken by George Hoyningen-Huene in the Brooklyn Botanic Gardens.