Friday, September 8, 2017

Butterick Fashion Magazine Autumn 1940 - Part 1


Taking a short break from posting the Montgomery Ward FW1943 catalog to bring you part 1 (of 3) of Butterick Fashion Magazine from Autumn 1940! I was so happy to discover this magazine was actually quite long (at 90-ish pages) when it arrived in the mail last spring, and so I ended up having to split the scanned pages into 3 posts! I scanned most of the pages, leaving out just some of the articles as I didn't have time to read them all and I want to skim them at least in case there is anything really offensive, you never know with old texts! For example, I skipped a short article on furs, because only faux fur makes any ethical sense in 2017. (and depending on your view of plastics being non-biodegradable...even faux is contentious!) Besides, we are here for the fashion plates right?

These dresses are adorable of course, but I really want to study these for styling advice above all. Notice the accessorizing of the looks! I need even more matching color sets of accessories, only a full rainbow of options will ever satiate this desire I fear. I know the temperatures, at least here in the middle of the US, are still quite summery (it was 93 in my car after work!), but we are all planning and dreaming of our fall wardrobes already right? I know I am, fall is the best season, and as far as I'm concerned cant arrive soon enough!

I hope you all enjoy these pages :) As always, feel free to click on them to view them larger, save them, pin them, share them, whatever you like! I want to provide them as a resource is all, and I hope you have a fun time browsing!


Goodness yes, please....give me this suit!
























This page and the next one are extra divine, all the plaid!







10 comments:

  1. I'd love to have the 1114 coat and 1148 dress patterns! And all of the plaid things.

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    1. All of the plaid things indeed! Plaid season is almost upon us <3

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  2. Love the college coed look! The 40s are my favorite time for women's fashion! Thanks for sharing these pages.

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  3. Ooo, these are lovely! I particularly love the purple day dresses page but the two stripes pages remind me so much of the very late 1930s stripe dress I bought a couple of weeks ago. It has a little more of a 1930s vibe than these two but it just goes to show that it's spot on in terms of fashions of the time. xx

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    1. The center striped dress on that purple page can appear in my closet anytime and I would be most pleased! Congrats on acquiring a new striped dress recently, I do love some stripes myself as well :)

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  4. These are all wonderful. All the plaid dresses and suits please. Also, the teal dress with the brown jacket and plaid knee high socks. Fabulous!

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    1. Plaid everything! Like with my other catalogs I wish I could magic most of these items into my closet <3

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  5. I love the text with the pictures - it gives a real insight into how many fewer clothes women owned back then, and how much harder every item had to work.

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    1. It's no wonder we have some pretty sturdy 1940s clothing around still as it seems much was made to really last. Good thing too :)

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