Found Online: Winns Catalogs IV (Early 1940s)

 We've now reached the War years as we continue to tell the story of popular fashion through the medium of Winn's Catalogues.  (You can also access them via the State Library of New South Wales website here.)

Autumn and Winter 1940

After years of winter catalogue covers featuring the best Winn's had to offer in coats, the store kicks off the new decade by advertising dresses and suits.  From left to right:

Smartly Tailored Frock in All-Wool Jersette, featuring the new neckline—Gored skirt—effectively trimmed bodice and belt.

Man Tailored Two-Piece Costumes in All-Wool Boucle.  Coat is fully lined and finished with two pockets.  Skirt has inverted pleat.

A Becoming "Dressmaker" Suit in Fine Quality All-Wool Jersette.  Coat is trimmed with the new novelty pin tucking—gored skirt.

However, the coats aren't entirely neglected.  You can find plenty of them for sale on page 17.

Summer and Christmas, 1940-41

Since these catalogues were published in wartime, it will be interesting to see how the war affects the clothes sold by Winn's.  So far there don't appear to have been many changes, either on this cover or inside the catalogue.  (If you look at page 17 of this issue you can see a selection of women's trousers on offer, but it's clear they're meant for holiday wear rather than doing war work!)

Autumn and Winter 1941

For the first time we see photographs taking the place of drawn models on the cover of Winn's catalogue (an innovation which didn't last the war years).  Also of interest: Winn's is featuring separates (at left "cosy brushed all-wool cardigan jumpers" and "popular sun-ray pleated tartan skirts") as well as more formal one-piece dresses and suits.  (Centre: "smartly tailored frock in all wool jersette" and right: "a becoming two-piece jumper suit in wool jersette".)  Separates really came into their own during the war years, as women could extend their wardrobes by mixing and matching individual garments.

Summer and Xmas, 1941-42

The Australian summer of 1941, and the things are about to get serious for people Downunder as Japan enters the war and strikes south.  This catalogue, however, was almost certainly issued before Pearl Harbor, and its cover advertises the usual warm-weather mix of summer "frocks" and frivolous hats.  From left to right we have:

SMART... TWO-PIECE in Sheer-Sak—trimmed with cornelli work, cuffs of white...

ATTRACTIVE Sheer-Sak... bodice is trimmed with ... richeleau work...

INEXPENSIVE with a dressy air—colourful Florals are ... fast washing...

 

Autumn and Winter 1942

Separates are very much in evidence in the Autumn and Winter catalogue of 1942.  Clearly the marketing people at Winns thought they were more appealing to the average wartime consumer than dresses and suits.  Clothes rationing was introduced in Australia in June 1942, but this catalogue was clearly released before then because the garments advertised are only priced in money, not in ration coupons.

Spring and Summer 1942-43

NOTICE TO CUSTOMERS

Our Mail-Order customers will be well aware of Wartime difficulties in regard to supplies.

However, Winn's have always valued highly their extensive Mail-Order Trade, and have always aimed to look after their country clients.

To be assured of Catalogue supplies, in the main the goods catalogued have been bought early, and are already in stock.  How long supplies of some lines will last, we are unable to judge.  In most cases it will be impossible to obtain further deliveries, so that customers are asked in the case of Frocks, Hats and such goods to make a second choice in color, or indicate another garment as a second choice.

They weren't joking about supply difficulties.  Paging through this catalogue I can see a number of items over-stamped with the words "Sold Out", including, on page 22, a "Coat Frock in White Pillow Cotton, Link Cuffs, slightly soiled"(!) 

Autumn and Winter 1943

All the clothes on this cover are priced in coupons as well as in pounds, shillings and pence.

Clockwise from top:

LADIES' ALL WOOL FLANNEL COAT, fully lined Art. Silk, boxey style finished with two pockets... 27 coupons.  Hat... 3 coupons.

LADIES' 2-PIECE FLANNEL COSTUME.  Coat is lined and has two pockets.  Skirt has pleat in front... 23 Coupons.

LADIES' ALL WOOL BASQUE JUMPER CARDIGANS, with fancy stitch self-coloured trimmings... 7 Coupons

Spectator SPORTS BLOCKED FELT.  Shaped crown.  Snap brim will turn up or down at back.  Contrast trimmings of cut out Felt and ends... 3 Coupons.

As you can see, the coat and suit were the most "expensive" items.  However, even more utilitarian garments had their coupon price.  For example, both "Bib and brace" overalls advertised on Page 6 and "Farmerette" overalls on Page 12 would set the wearer back by 6 coupons!

Spring and summer 1943-44

You wouldn't know there's a war on by the designs on the cover of this summer catalogue, except "Sold Out" is stamped over the fancy floral frock on the left ("Gaily Coloured Floral Frocks of British printed spun cotton") and once again, everything has a coupon value.  The little girl's dress on the cover only costs 6 coupons, as opposed to the adults' 13. 

Navigating one's way around clothes rationing must have been quite a task.  If you check the hosiery on Page 19 you'll see that even the most basic pair of rayon stockings would set the purchaser back 2 coupons.  That seems a small amount compared to the ration value of a coat or a dress, but when you consider how many pairs of stockings the average woman must have got through before the war you realise how carefully she had to manage not to blow her entire coupon budget on them during the war!

Spring and Summer, 1944-43

The State Library of New South Wales is missing its copy of Winns catalogue for Autumn and Winter 1944, so we have to skip straight to Spring and Summer 1944-43.  For some reason the artist who designed this cover decided to pose his ladylike models in a stable.  I'm not sure whether he was trying to illustrate wartime farm chores, or looking forward to a postwar racing season!  

In spite of the narrow wartime silhouettes of these dresses, there are a few touches that would be further developed after the war, in particular the emphasis on hips with ruffles and peplums.  From left to right:

Dressy Frock of Imitation Linen.  Tunic effect, bodice opens to waist, pockets and collar bound with White, various designs on grounds of Blue, Rose, Gold or Green.

Maids' [i.e. Teenagers'] Frocks of Plain Imitation Linen, bodice is trimmed with contrasting stitching, two pockets, gored skirt.

Attractive Figured and Floral Art. Silk Frocks.  Various multi-coloured designs, Apron style.