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:

1930s - A Beautiful Afternoon Dress

This lovely dress from 1937 has such interesting details in the bodice. Note the shaped saddle yokes, short flutter sleeves, and a V-neckline with tie extensions. A lovely touch is how the straight princess seams in front release into pleats near the hemline. And the artist has rendered the dress with sheer fabric. Beautiful!

1930s - Another Lovely Frock

I love the artful design of the bodice in this lovely dress from the 1930s - gathers at a contoured high waist, with cute little tie belts at the natural waistline that tie in back. Drawn with sheer fabric, it is simply a delight.

1930s - A Delightful Dress for Day or Afternoon

The model in this dress from 1937 has a bit of  a "matronly" look to her. :) The dress has charming details, and looks like it was drawn as if sewn with sheer fabric - now that makes it special!

I love the princess seams, short tie belts at waistline sides, and the saddle yokes with short flutter sleeves that appear to have outseam vents. So graceful!

1938 Summer Fashion - Tennis, Anyone?

This culotte frock from the summer of 1938 is designed for action, in traditional white with a flash of color in the binding.

I love the crisp details in the wing revers collar and the flutter sleeves of this step-in fashion. I might just even enjoy playing tennis, if I could play it in such a cute frock!