In Search of Style: Fabric for a 1930s "Dress Hit of the Year"

This wonderful dress from the 1930s and Superior Patterns of Sears, Roebuck & Co has charming style and was evidently quite popular!

Superior 460

Tucked in the envelope was a page from the fabric section of the Sears catalog, featuring silk and rayon fabric and several dress patterns. And there in the upper right corner is the very same dress, in a charming dotted print rayon.

The text for the pattern states "The Dress Hit of the Year". And: "A stunning pattern! At the very top of the style ladder! Featuring a youthful collar and a smart button trim. So simple it can be made with the least possible fuss. A truly versatile style; can be worn almost everywhere! Because it is a Sears  pattern you're assured a perfect fit and absolute comfort." Well! Enough said!

And here is the back side of the page:

In Search of Style: A Natty "Mad Men" Blazer

A rare event: this "In Search of Style" is for a man's pattern!

The clipping: In a 1961 men's jacket pattern was tucked this clipping of a sharp blazer from a Sears catalog. Straight from the Mad Men era, this crisp jacket has slim lapels and a fine fit. So manly! And I love that little reference to "Neatniks" at the bottom of the page - haha!

The pattern: And here it is, Advance 9954, with the men looking very Don Draper-esque in pose and in fashion. :) This handsome sport jacket has the same lapels as the clipping, and the same cut-away hemline in front, though the pattern goes with patch pockets while the clipping features inset pockets. This pattern has very tailored details, including two-piece long sleeves for a perfect fit, and interfacing with both muslin and hair canvas. Shaping in the shoulders is well-detailed, and the back has contoured seams at the sides of the center. First rate!

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In Search of Style & Scraps from the Past: A Dress Sewn from a Sears Catalog Pattern

It's the early 1940s, and where would you shop for a "Superior" pattern for an afternoon dress & bolero, as well as the fabric? Why, the Sears Roebuck catalog, of course! Today's finds were in a pattern from the early 1940s, and included both the catalog page that illustrates the pattern, and scraps of fabric from the resulting sewing project!

First, here is the pattern:

"Shop at Sears for Fashion-Right Fabrics and Patterns"

In Search of Style 

And here is the page from the Sears, Roebuck & Co catalog that was tucked in the pattern:

Note that the ensemble on the model is the very same pattern! And fabric at only 49 cents a yard! Which fabric swatch do you like? I actually like blue print that is on the model, though all the patterns are pretty. :)

Here is a close-up from the pattern instructions. Note the "peek-a-boo" breast pockets on the bolero:

Scraps from the Past

Also inserted in the pattern were these lovely rayon scraps (yes, rayon!). I can so visualize this ensemble in this wonderful floral pattern on a soft taupe-brown.

I'd say it is inspiring fashion from the 1940s and Sears!

In Search of Style: Chic 1930s Blouse

I'm excited! It has been a long time since I've found a clipping insert in a vintage pattern. Now technically, this is isn't so much a case of "in search of style" as it is "style found", as you will see. :)

The Clipping: Found in the pattern was this 1950s clipping of a page from a Sears, Roebuck & Co. catalog. In the midst of all the different fabrics is this lovely blouse which you could order from Sears. "A Silk Blouse Makes the Suit" the ad proclaims. And doesn't the model look simply the essence of sophistication?

 

The Pattern: Superior 506 

 

The overblouse features a softly flattering neckline with a tie collar, 3-piece puffy elbow-length sleeves with lots of shirring, and a self-fabric belt. I love that contoured front midriff. It's inspiring fashion!

 

The full catalog page

 

What do you think? Did she order the fabric from Sears too?