"For Christmas 1930" (Weldon's Ladies' Journal, Christmas and New Year 1930 & 1931)

A year on from my last post, and my how the fashions have changed!  Fashion changes between 1920 and 1970 could best be summed up as "hemlines and waistlines" and both changed dramatically between 1929 and 1930.

The centre spread of this issue of Weldon's Ladies Journal depicts a wonderful selection of styles from 1930, both for day ("In the daytime—neatness in style and material—bright colours—demure little folded collars—fresh and crisp, white and gay") and for night ("Romantic evening frocks—clinging lines—subtle velvets—gleaming satins, thistledown chiffons, georgettes and nets").

 

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HERE is a new idea—a jacket suit of black marocain lined with chiffon.  The frilly collar and cuffs are soft and becoming.

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CHIFFON or printed rayon georgette in yellow and black would suit this new blouse which has a handkerchief collar.

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IDEAL for the red or fair-haired girl is this brown crêpe de chine frock, made on crossover lines tying unexpectedly at the right side.

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A GOOD idea for your Christmas dance frock, in turquoise blue Courgette.  The bolero, draped hips and floppy bows are becoming.

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THIS graceful white satin evening frock, made on classical lines, needs no trimming other than some well-chose jewellry.

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SHORT black or brightly coloured capes are worn with evening frocks.  This one is of black velveteen with white fur and lining.

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DEEP-SEA-BLUE satin combined with deep-sea-blue net makes this very lovely evening gown.

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WHY not try the Grecian style for a change?  This gown carried out in bright yellow georgette, is enhanced by its belt and drapery.

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A DRESS in which to pay your "Merry Xmas" calls.  It is of a festive green jersey with white georgette collar and jabot.

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RED wool crêpe for this frock with the folded collar and ends of white georgette.  The skirt has a novel shaped hip-yoke.

Fashionable clothing had suddenly grown more mature.  One of Vogue's less youthful correspondents had this to say about the changes in style:

Débutantes might be wearing similar clothes, but I was no longer competing with them.  Such a costume actually demanded that I walk more slowly to be in rhythm with the swing of the long, flaring coat, instead of with tired legs in beige coloured hose, tripping the measure of knee-length flapper skirts.  I could sit down with no thought of dragging my short skirt desperately and ineffectually over my knees every few seconds or else letting it go at that and appearing undressed and ridiculous.

"The Fashionable Forties" by Grace Hegger Lewis, Vogue, 8 December 1930

Vogue wrote for a well-to-do readership, of course.  I sometimes wonder how less prosperous women managed these extreme fashion changes at what was the beginning of the Depression.  Did they try to remodel their old "flapper" dresses?  Was there a desperate outburst of home dressmaking as women tried to replace their entire wardrobe economically?  Were their flapper dresses relegated to home wear as they tried to keep up with the Joneses in public?  Of course the really poor in the Depression weren't worried about keeping up with the fashions.  Having enough clothes to stay warm and decent would probably be all that they could hope for.