When I saw this page I knew at once that it was going to represent 1926. These colourful, low-waisted dresses (with a bit of flare in the skirts) are the very epitome of 1920s fashion.
The straight, flat-chested silhouette wasn't easy for everyone to achieve and Montgomery Ward advertised some "slenderizing" fashions for larger-sized women on the bottom of the page. While they tricked the eye of the beholder into seeing their wearers as smaller than they really were, it's probably worth noting that they also would have been wearing some of the extra-reinforced corsets available in later pages of the catalogue.
Silk Mixed Crepe Regular Sizes
The graceful swinging movement that is so much the vogue is charmingly featured in the deep godet-like panels that adorn the front of this Frock. Fashioned from a delightful Silk Mixed Crepe. Embroidered net inserts in panels and sleeve puffs. An extraordinary value in both styling and fabric.
All Silk Canton Crepe Regular Sizes
A delightful Frock of All Silk Canton Crepe with skirt on an underbodice of crepe attached at the neckline to the youthful bolero blouse. Crepe in contrasting tone fashions vest, collar and cuffs. Embroidery of braid and glinting metal threads. Gilt buttons.
Satin Faced Crepe Regular Sizes
By its rippling front flare and tailored scarf you know this Frock is of the new mode. All Silk Satin Faced Canton Crepe. Embroidery of glistening metal threads and softly harmonious colors achieves the long panel front and trims the sleeves. Heavy tassel and cuff tabs.
Silk Mixed Crepe Regular Sizes
Straight and slender of line is this Frock of bordered Silk Mixed Crepe with its adjustable surplice closing and flaring front panels. Trimming bands of silk mixed crepe in solid color on panels and sleeves. Vest section extends to form skirt under the loose front panels. Bright metal buttons.
These Three Slenderizing Frock Are Specially Designed in Extra Sizes
Flattering Rayon Crepe
While keeping the straight silhouette so flattering to the larger woman, this modish Frock adapts the new front flare to its own slenderizing ends and adds a long, narrow panel of lace and net. One of the colorful new printed Rayon (artificial silk) Crepes in becoming stripe pattern, with trimming of solid tone. Rayon on panels, sleeve flares and long, collar tie. Special features that will appeal to the large woman are the fullness across the bust and fitted elbow.
Fine All Silk Flat Crepe
Charmingly appropriate for even the most formal of afternoon occasions is this Frock, especially designed to meet the needs of the larger woman in flattering fashion. You will delight in its splendid value. All Silk Flat Crepe with collar and deep vestee in bright contrasting tone. An inverted V panel on the skirt carries out the same style note, even to the colorful braid and long line of black silky tassels that adorn it. Inverted hip plait; extra fullness over bust.
Rayon in Slenderizing Fasion
With long front plaits and revers for slenderness, with solid tone Rayon (artificial silk) Crepe for contrast, and bright printed Rayon for smartness, this Frock provides just the style features every larger woman seeks. Yet not the least of its distinction is in its very modest price. Many little style touches, too, show the hand of a clever designer: sleeves open almost to the elbow with a bow at the wrist; fullness at bust; plaited panel and loose strap with the new metal buttons.
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