Among the smaller catalogues in my collection is this little gem from 1926. Though "Charles William Stores" appears to have been a general merchandiser, selling everything from churns to children's toys, the catalogue includes a generous selection of women's ready-to-wear from the height of the Roaring Twenties.
"Fashion favors Prints this season. In this Frock we have used lustrous Sateen Charmeuse, printed in the clever pattern that has become very popular. The predominating color of the print is repeated in the plain sateen charmeuse that fashions pocket tops, cuffs and collar with its unusual tie ends."
"Coin Dot All-Silk Flat Crepes are all the rage when used as a waist effect on the new summer Dresses as shown in the picture. This attractive flat crepe frock has the chic Bolero effect and the circular skirt has a belt and buckle. Very stylish and one of the best values ever offered."
"Very chic and dainty for summer is this Frock of All Silk Georgette Crepe. The dress is trimmed effectively with wide gold color embroidered silk net lace. The tie strings trimmed with novelty bead ornaments. There is a self-color Seco slip with a bandeau top and ribbon shoulder straps."
If you look at the illustrations from the more expensive fashion magazines of the era, you'll realise that these styles aren't at the cutting edge of fashion: the high fashions of the era were becoming more streamlined and more "deco" in appearance. The dress at the top is plainer than the others: it's made of cotton
("sateen" was cotton woven so it had a shiny surface) and has patch
pockets, so I think it was intended to be worn as a house dress. The
two more dressy dresses beneath are made of silk and share dropped
waists, slightly flared skirts and sleeves gathered in at the wrists.
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