In May 1948, the Australian Home Journal offered its readers patterns for three "frocks" (depicted below) and its usual budget of fashion tips and news. As you can see from the cover, the patterns were for dresses that were longer and fuller than their wartime predecessors, but still a long way from Dior's "New Look".
Here and There.
High rising necklines are accepted on day-dresses but are not particularly liked because they are not comfortable. They are not wanted for wear after five. It is felt the lower neckline is more appealing.
Everybody loves long sleeves, and hates capes because they expose the sometimes unattractive underarm and layers of underclothing. Long sleeves are wanted on everything because they add to the long slim look of this season's favourite line.
Longer hemlines are selling well; in fact they started selling last season and are going well now. They are popular on all type dresses because they are felt to be fashionable and make the wearer look slimmer.
Customers do not especially like dressed-up wool dresses. They are buying jerseys and wools with sequin trim and detail because they can find nothing else.
It would appear that many women weren't satisfied with the clothes available in the shops! Perhaps the magazine was hinting that they would be better off buying an Australian Home Journal pattern instead.
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