Found Online: "Ponds" catalogues, 1937-1941

"Ponds" was a mail-order business that manufactured and sold women's clothing in Brisbane during  the 1930s and 1940s.  The State Library of Queensland has digitised a handful of their catalogues and put them online.  Taken together they are a wonderful illlustration of what Miss and Mrs Middle Australia were wearing on the edge of World War II.

But why waste time standing here chatting?  On with the main event:

Summer 1937: "Spring is upon us and swings into its stride with a host of new fashions that make their bow—this motion is passed and seconded by the new freedom of these glorious Swing Dresses, created in lovely new materials by Ponds' clever designers."

Winter 1938: "A great deal has been written about "BUYING DIRECT", by us and by others, and as this is our 14th Style Book of Fashions,it isn't easy to find attractive new phrases. On second thoughts it isn't very important either, because thousands of satisfied customers buy again, and again, from each new catalogue"...

Summer 1939: "A change has come over fashions. Suddenly all clothes look young. Suddenly all people look younger. "Little-girl" dresses are therefore the rage and heartbreaking on the "right" girl."

Summer 1941: "Clothes are not yet rationed in Australia but the combined effect of shipping losses, quotas, import restrictions, shortage of fast colour dyes, Defence Department needs, and such like all make for a shortage of popular materials. To overcome that shortage Ponds have used every endeavour; and the beauty of the frocks advertised here speaks for itself."