Tuesday, December 13, 2011

Madame Weigel's Journal of Fashion, June 1934

The above picture is captioned - rather quaintly - as "Lady's and Maid's Tunic, in Two Styles".  The description continues:
Tunics now play a very important part in the world of fashion.  They are equally popular for day or evening wear.  The long-sleeved tunic has a pleated girdle at the waist.  The shorter tunic is made with sleeve cowls.  Both may be made in velvet, lame, satin, etc.

"Madame" Weigel - actually Johanna Weigel and her husband Oscar - started selling their own dressmaking patterns in Melbourne in the late 1870s.   Before coming to Australia Johanna had been a designer for McCall's in New York, and her experience there gave her the style and professionalism she brought to the Weigel's brand.  Oscar and Johanna launched their Journal of Fashion in 1880 as a showcase for their patterns, and the magazine continued at least until the early 1950s.    Weigel's remained in business producing patterns for home dressmakers until the end of the 1960s.

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