Glamour, May, 1943

From the cover notes:

In previous years, necks this low were usually seen on evening dresses.  Now they come right out in broad daylight and, combined with the briefest of sleeves, signal a new type of day-or-date dress that is this summer’s favorite.

In 1943 it was becoming increasingly necessary for the clothing budget ( and ration coupons) to be stretched as far as possible.  Clothing was often advertised as being multi-purpose, much like this “day-or-date” dress.  And while not exactly office-appropriate, it does seem like just the thing for an afternoon out shopping  or for a  casual dinner date.

This issue of Glamour was full of wardrobe stretching ideas:

* To save wear on your work clothes, change into slacks or hardy cottons when you arrive at home after work.

*  Keep your clothes repaired and clean.  “A stitch in time saves nine.”

*  Cover up the moth holes in your old wool swimsuit with flower appliques cut from colorful cotton.

*  Make a sturdy housedress by adding a skirt to the bottom of an old shirt.

*  Fasten a bunch of fresh flowers to a plain hat.  It’s like a new hat every time you wear it!

Photographer:  Lemus

Model: Not credited

Copyright: Condé Nast

7 Comments

Filed under Too Marvelous for Words, World War II

7 responses to “Glamour, May, 1943

  1. at least that sit lead to good re-use ideas, i actually like that philosophy :) thanks for sharing, i learnt a new saying (a stitch in time…)

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  2. I love the bow and it’s angle on the neckline, then repeated on the pocket xxx

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  3. “A lot of water under the bridge,” since that dress was appropriate and fashionable. (That’s another old saying, for Judith.) There was no cleavage exposed in those days that’s for sure

    . As far as rationing coupons, I just remember coupons for shoes, sugar, meat, gas.

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  4. Teresa

    The bow detailing on the dress is beautiful!

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  5. I love the way her hair bows echo the detailing on the dress. I follow the 1st, 2nd and last tips.

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  6. Inky

    This is really a “time-capsule” post, isn’t it? The idea about changing clothes when coming home from work rang a bell for me. Even though I’m 59, I still change clothes when coming home from work into my “play clothes”. That was the routine when I was a child.

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