Dan River Stripes - 1948

If you are buried under ice and snow, this image should warm you up a bit.  From 1948, Ciro's swim suit and companion dress, both made from Dan River Dantone combed cotton in a woven stripe.  All pieces came in black stripes on yellow, pink or aqua.  Look how perfectly those stripes are matched at the center front of the skirt!

Read more about Dan River here.  It's a sad story.

Photo from a full page ad that appeared in Mademoiselle, 1948.

Bare Midriff Three Ways, 1948

In 1948, the California Authentics textile company worked with local artists to produce a line of prints called "California, Crossroads of the Pacific."  The patterns included artist interpretations of Californian native cultures, flora and fauna.  Three of those prints were used to produce the midriff baring tops and skirts shown here, all by California based fashion designers. 

Left:  Joseph Zukin
Center: Louella Ballerino
Right:  F.B Horgan

Weekend Eye Candy - Bruyere, 1948

How does one take a simple wide brimmed hat and make it extraordinary?  Instead of putting the bow on top of the brim, put it underneath to bring attention to the face.  I love this hat.  Marie-Louise Bruyere, 1948.

Alex Maguy Coat - 1948

The fact that couture is an art form becomes very apparent in this coat made by couturier Alex Maguy in 1948.  Maguy has used a wool fabric in black with gray and white stripes.  He has manipulated those stripes and seamed them into rectangles and chevrons.  I am in complete and utter awe.

Mad For Plaid, 1948

This coat by Nina Ricci from 1948 does a great job of expressing the joy of life returning to some sense of normalcy in Paris after the privations, horror and destruction of WWII.  It even makes the model happy.  Note how perfectly the plaid is matched, even at the sleeve cuffs!

Weekend Eye Candy - Christian Dior, 1948

Christian Dior concocted this perfect dress for a summer's evening in the Spring of 1948. Le sigh......

Window Shopping, 1948

I love this image from 1948.  A woman wearing a dark suit with pearls and white gloves contemplates the latest fashions for spring in the window at Saks Fifth Avenue in New York.  What will you be shopping for this spring?

Prom Dress - 1948

College deb Joan wears a strapless floral gown to a formal dance with her sailor.  The dress by Barbara is fashioned of sheer rayon mousseline and has a wide taffeta waistband with a bow at the back.  Gown sold for $25 in 1948 (about $235 in today's dollar.)  See where the 70s got some of its ideas?

Friday Fur - Lanvin, 1948

There are furs, and then there are furs.  This full length silver fox fur coat by Jeanne Lanvin from 1948 is certain to cover even the most voluminous ballgown.  Winter winds be damned!

Weekend Eye Candy - Pierre Balmain, 1948

Pierre Balmain designed this red velvet gown with attached train for his Fall/Winter 1948 couture collection.  What a way to celebrate the season!

Weekend Eye Candy - Balenciaga, 1948

For Fall 1948, Balenciaga designed this incredible coat in black silk faille covered in elaborate embroidery.  Genius!

Friday Fur - Vintage Fox Jacket, 1948

From 1948, Marron Furrier in Paris offered this darling jacket in silver fox fur.  I thought at first that this was a capelet, but it looks like those are true sleeves.  Interesting how the short length allows you to show off your tiny waist!

Printed Dresses for Spring - 1948

Spring always heralds the wearing of pretty prints. Here, dresses from 1948. Which is your favorite?

Christian Dior linen with embroidered flowers.

Jean Desses blue and white striped silk taffeta.

Gabrielle geometric print rayon dress with a large white collar.

Left: Clouds dance on rayon crepe by Madeleine de Rauch.
Right: Hermes uses polka dots because spring wouldn't be spring without polka dots.

Fashion Plate

The title of this ad from 1948 is "Fashion Plate", and isn't she? The model exudes stunning sophistication in shades and variations of white. The coat and hat are by Lilly Daché. What a hat! It's not many women who can wear a dive-bombing dove on their heads and not look silly. The statement brooch and earrings are antiques from A La Vielle Russie. A sumptuous pair of kidskin gloves match the hat. And the perfect makeup sets off the entire look. As it should.....


....because this ad was for Revlon's new "Fashion Plate" cream wafer foundation. "Like a wonderful hat - it changes you instantly with the radiant illusion of poreless-as-porcelain perfection."

Wearing White - 1948

Wearing white in the heat of summer is a smart choice, as it reflects the sun's heat and also has a soothing psychological effect. Here's how women wore white for the summer of 1948. Included are our tips for the modern woman who wants to wear white, republished from an earlier post.

Left: Silver Fashions white cotton pique suit with gold buttons. Sold for $28 in 1948 (about $255 in today's dollar).
Center: Glamour Apparel white cotton blouse and skirt. Sold for $18 in 1948 (about $164 in today's dollar).
Right: Nancy Hood white pique suit. Sold for $23 in 1948 (about $210 in today's dollar).

Tip #1 - Choose the right white for your skin tone. Clear, bright white looks best on skin with blue undertones. For those with warmer complexions, cream or ivory is a better choice.

Left: Harry Keiser white cotton organdy dress with eyelet ruffle. Sold for $35 in 1948 (about $319 in today's dollar).
Right: Mary Stevens white dotted swiss dress. Sold for $35 in 1948 (about $319 in today's dollar).

Tip #2 - Select high quality fabrics with enough body to diminish show-through. Lighter weight fabrics should be lined for the best result.

Left: De Pinna white cotton pique dress. Sold for $40 in 1948 (about $365 in today's dollar).
Center: Cameo white cotton pique dress. Sold for $35 in 1948 (about $319 in today's dollar).
Right: Sol Meyerson white cotton dress with gold belt. Sold for $25 in 1948 (about $228 in today's dollar).

Tip #3 - Wear skin-toned underwear with white. White underwear will show through your dress! Choose a bra and panties in a color as close as possible to your skin tone. If your dress is not lined, a nude color slip will work wonders.

Judy Bond white cotton batiste gypsy blouse can be worn on or off the shoulder. Sold for $5 in 1948 (about $46 in today's dollar).

Tip#4 - Choose the proper shoes or sandals in soft beige, camel, silver, or bronze. Avoid wearing heavy colored shoes like black or dark brown. Bright pops of color like red or yellow on your feet can work if they are balanced with a matching accessory. White shoes will give a look that is too "matchy-matchy".

June Arden white eyelet peplum dress. Sold for $15 in 1948 (about $137 in today's dollar).

Tip #5 - White can appear too virginal, too sweet. Offset that tendency by showing enough skin. Choose sleeveless or low-cut styles over being too covered up.

First 3 photos by Landshoff.

Vintage Shoes - 1948

You know the ads for the smaller advertisers that you find in the back of magazines? Back in the 40s and early 50s, those ads were found in the middle of the magazines, after the full page ads but before the editorial content. Some of those ads have some great stuff! I know you'll enjoy these ads for shoes from 1948. The range of sizes these companies offered was incredible, and you can definitely see that women's feet were smaller then.

Winkelman Shoe offered this "Leslie" wedge shoe in black, blue, Balenciaga, grey, or white suede, or black, blue, brown, red, and green leather. Sizes 4 to 10, widths AAA to C. $10.95 in 1948 (about $99 in today's dollar). I have no idea what color Balenciaga is, but if you were cool in 1948, you probably did.

Wilbar's in Boston offered these Frenchies wedge shoes in white, green, red, black, and brown, all with gold trim. You could order them by mail in sizes 4 to 9, widths AA to B. $12.95 in 1948 (about $117 in today's dollar).

Mary Lewis offered this "Flirtation" wedge sandal in black or white suede with gold kid bows and wedge. Sizes 3 1/2 to 10, widths AAA to B. $9.95 in 1948 (about $89 in today's dollar).

JeJ Slater offered these wedge shoes in white, blue, or black suede without lacing, or in white suede with 4 bright colored laces, blue or red calf leather, or gold kid leather. And they had the matching bags! $16.95 in 1948 (about $153 in today's dollar).
And, just because I think they're adorable, Buskens "Turkish Ballet" wedge shoes in black, red, green, or white suedine. $3.98 in 1948 (about $36 in today's dollar).

Vintage Dresses for Spring - 1948

It strikes me that all these women look so pretty and feminine in their dresses for spring 1948. At the same time, they are demure and sedate. No low-cut necklines, no body-hugging cuts, no short hemlines. I think these dresses are lovely. How about you?

Peck and Peck striped chambray cotton. Dress sold for $17 in 1948 (about $153 in today's dollar).

June Arden white eyelet peplum dress. Dress sold for $15 in 1948 (about $135 in today's dollar).

Dorothy Hubbs Bemberg rayon dress with a geometric print. Dress sold for $15 in 1948 (about $135 in today's dollar).

Dorothy Hubbs Bemberg rayon dress with diagonal stripes and bow at bust. Dress sold for $15 in 1948 (about $135 in today's dollar).

Alice Stuart blouse and skirt in a linen/rayon blend. Set sold for $12 in 1948 (about $108 in today's dollar).

Bonwit Teller sundress with bolero in Dan River cotton plaid. Dress sold for $9 in 1948 (about $81 in today's dollar).

Weekend Eye Candy - Christian Dior 1948

The perfect hat for spring, this 1948 cartwheel of pink feathers is by Christian Dior. Wide hats like this were worn to balance the new fuller skirts that had just been introduced the year before.

Vintage Brassieres - 1948

And you thought our obsession with uplift and maximum curve was a modern one?

Lovable Brassiere Co. ran a series of ads featuring the Lovable Girl of the Month. Here, their strapless bra is worn under a Margot strapless dress. The bra is boned for support, and they promise "You'll be lovely too, in a Lovable bra."

Exquisite Form patented the V shaped wire that separated the cups on their bras to be worn with low cut garments. They call it "Hi-Low Witchery".

Starlight bras and girdles will make you feel "heavenly" with their patented inner control, whatever that is. This one features circle stitching on the undercup.

I don't care about my bra making me feel lovely, witchy, or heavenly. I just want it to be comfortable!

Vintage Swimsuits 1948

A day late with our weekly summer swimsuit feature, but you'll still enjoy these suits from 1948.

Jacquard patterned knit in brown cotton/rayon/Lastex by Jantzen. Sold in 1948 for $9.95 (about $91.00 in today's dollar).

Shimmering satiny Lastex suits by Sea Goddess Originals. "Designed from a man's point of view...". The one piece was their "Golden Sands" model and the two piece was their "Breakers" model. The one piece sold in 1948 for $10.95 (about $100.00 in today's dollar). The two piece sold in 1948 for $8.95 (about $82.00 in today's dollar).
Cole of California was offering a collection of swimsuits in 1948 inspired by the Cole collection of California water color paintings. The suits shown above were made in mauve, emeraude, chrome yellow, scarlet lake, cobalt blue, white, and Cole black.

Catalina "Cattails" print in Celanese and Lastex boucle knit. Sold in 1948 for $15.00 (about $136.00 in today's dollar).

Of course, no self-respecting gal entered the water without her swim cap in those days. This one, by Kleinert's, had the Sava-Wave inner rim to keep water out and your curls in.

I've said it before, and I'll say it again. For the best selection of authentic vintage swimsuits on the web, you must visit Glamoursurf. Pam has an extensive collection of authentic 1940's swimsuits, including several that are similar to those shown here. She also has a great selection of vintage swim caps.