6.12.2011

July 1937 fashions

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I had the luck of finding a few 1930s McCalls magazines at a thrift store the other day, and bought them without even flipping through the pages much. I was pleasantly surprised to find these illustrations for their latest patterns, the last set in particular I've been searching for after seeing the amazing potential!
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A little thing to notice is the girls hat on the left. See how the ribbon comes up from the back, and rests on the front of her head, separate from the hat? It's like a backwards tilt hat, I though it was so interesting, never seen a hat worn like that before!

30 comments:

Karen in Progress said...

I love the illustrations in those old magazines.

kate gabrielle said...

oooh I love that rainbow striped dress (#9321)! Great find!! :)

The Thriftaholic (Leilani) said...

I'm in love with the all the different sleeve details and the attention paid to the bodices of these dresses. My favorite is the butterfly print dress-- it would be my dream to find something like that while out vintage shopping.

Fran said...

Gorgeous illustrations. I love magazines of this vintage, such attention to detail. I would wear any of these lovely frocks.

wacky tacky said...

LOVE the striped gown from the second image. What a stunner!!!

Nelly said...

Oh you lucky lucky girl what a wonderful find.

Miss Tallulah Porkchop said...

Heaven. Heaven. Love how they all have matching hats. :)

Dizzy Miss Lizzy said...

Oh! These are stunning!

northwest is best said...

What a lovely find!

BaronessVonVintage said...

Mmm, pretty! Thanks for sharing these! That butterfly dress is a Schiaparelli inspired frock. Fascinating!

Emily & Gracie said...

Oooh yay! I do think 30s color fashion illustrations are my absolute favorite in vintage style. That hat is quite unusual, I wonder how it would've looked in person!
- Emily

DearHelenHartman said...

Such style - it makes you want to make them all. Wonderful find.

casey said...

McCalls magazines from the 30s are the best--the pattern illustrations are always so drool worthy. ;) Loving all the ones that you shared--especially the day dress at the bottom with the keyhole neckline. Gorgeous! Thanks for sharing these, Solanah! :)

MB@YarnUiPhoneApp said...

I like the yoke detail especially on the last set of dresses. You don't see this kind of detail anymore...It's also interesting that all these dresses appear to be wovens, there were no lightweight knits for July 1937?

jojography said...

I really really love that all these dresses are made from colourful patterned fabric. It seems to be so much fun to wear. Nowadays fashion is often so basic.

Carrie said...

these are real ladies, the sort of lady I would like to be, out dancing with a dashing man, going to lunch with the girls and wearing fabulous dresses and hats - dreamy (as I sit here in my jogging bottoms and a huge blanket lol)

chloegirl said...

ooooh lala love these where can I get these vintage patterns would love to make a few :)

Karen/Small Earth Vintage said...

This is so funny! I have some 1930s McCall's fashion spreads I'm going to post about in my blog this week. Aren't the illustrations gorgeous?

CircaCircusShop said...

A) I MUST - repeat MUST have a formal striped gown like that for garden parties.

B) I'm sure if I found a hat like that, I'd have assumed it was a tilt and would wear it wrong! I just learned I'd been wearing one of my favorite hats wrong for at least six years - it is so much prettier the correct way!

Hep~Kitten said...

I love the detail they put into the designs. Oh I saw this post on a blog and that you would like the last jacket it has a cat on it and it from the 40's it's super cute!!

http://smallearthvintage.blogspot.com/2011/06/oh-you-pretty-things.html

toridawn said...

Oh wow! What great eyecandy! You're going to have so much fun with these;) and, yes, that hat in the final picture: how unique!

Lauren Hairston said...

I'm jealous! I love old issues of McCall's. It was definitely one of the best women's magazines. Those dresses are fabulous!

Brittany_Va-VoomVintage said...

how inspiring, thank you so much for sharing! I love to see full color fashion pieces like this to get an idea of what colors they used and combined back then. gorgeous!!

Charlotte said...

oh my, what fabulous fashions! Lucky you to snag such a great find!

xx Charlotte
Tuppence Ha'penny Vintage

Melissa Dawn Design said...

Love it! I totally love the Navy one in the 3rd photo.

PrettyDamnCute said...

My heart is a-flutter! Thanks for sharing.

sarah said...

Oh I love these! These dresses have the loveliest details - oh I love the 1930s! I especially love those darling party dresses with the big ruffled sleeves. The hat is also fascinating - I've never seen one like that before, though, truly, I'm not sure I would have realized how it was supposed to have been worn if I had! Now I know.
Thanks for sharing these!

Katie said...

what a fabulous find! 1930's fashion has been on my mind lately after i watched fried green tomatoes last week. such a pretty decade for dresses!

Katrin said...

So many lovely dresses and colours. Some remind me of german patterns I have from 1941. The country club frocks are my favorites I think.

esme and the lane way said...

These are just so, so lovely!