Madame Weigel's Journal of Fashion (February 1930)

 I bought this copy of Madame Weigel's Journal of Fashion at the same time I acquired the copy of Cassell's Family Magazine I wrote about last week.  Madame Weigel's Journal was published to promote Weigel's patterns, and this issue celebrated its 50th anniversary under the proprietorship of Johanna Weigel (yes, there really was a Madame Weigel!)

Inside the magazine are pictures and descriptions of fashionable clothing as worn by middle-class Australian women.  At this stage, only a couple of months into the 1930s, styles looked very much as they belonged in the 1920s.  But change was on the horizon, as noted by Madame Weigel's London correspondent: 

It is really extraordinary to see the way in which fashions have changed since last season.  It is very seldom that such a definite change is made in such a short time, and it is very bad for our purses, although most advantageous for the designers.  But last summer's frocks really can't  be persuaded to do duty again this winter; their whole line is wrong.  All the new frocks fit the figure very closely to the hips, and the waist-line and the hip-line are tightly defined, while below the hip-line the skirt flares out into draperies and panels and flounces.  You have to be thin to wear these dresses successfully, and yet you mustn't be too thin, for there must be a suggestion of curves.

But there's a caveat:

Of course I am only talking about evening frocks and very special afternoon dresses.  For morning and street wear and for sports there is not much change to report; skirts are still short and, for the most part, straight hanging.

"Letter From London by an Australian

Now onto the patterns!

First, the free pattern for a "Lady's Coat" (size medium).

Next, "Lady's Dress, in Two Styles"

This dress may be made in two styles.  The bodice of one style is made in side fastening effect, while the other is plain.  Cornery work finishes the first dress, and the other is sleeveless and made with a collar.

Lady's and Maids Dress with Flared Side Piece:

The flared side pieces and uncommon collar are both distinctive features of this charming dress.  The evening dress is suitable for making in georgette, mousseline, crepe satin or taffeta with yoke of lace or net.

Lady's Dress with Slanting Gathered Flounce.  Handkerchief Collar.  Sleeves in Two Styles.

In brief: skirts are still short and waistlines low, but the silhouette is becoming a little more shapely and flare is being added to skirts with flounces and side panels.