1940s Lanz Ads, and a few others

December 1941

August, 1942

May, 1943

August 1943

August 1943

October, 1943

December, 1944


Posted by Sarah:

Terrific adverts. Those suits with matching coats, and their print linings, are wonderful!

Do you know if the Lanz clothes were particularly expensive, or fairly affordable? I can see the prices, but I’ve no idea about American comparative pricing, least of all in the 1940s!

Friday, March 26th 2010 @ 6:55 AM

Posted by Lizzie:

I think they were fairly pricy. Lanz was advertising in Vogue and Harper’s Bazaar, and so this would have been the upper level of retail. As example, according to 2 different historic price calculators I used, the $22 sweater in 1941 would be around $320 today. At the current exchange rate, that’s around 215 British Pounds and 238 Euros.

The 1944 blouse costing $7.95 would be $98, or 67 Pounds and 73 Euros.

This was a very high quality maker, and they used wonderful fabrics and trims. Later, in the 1950s, the company sold, and the prices (and quality) dropped. By the 1980s, it was a standard department store brand.

Friday, March 26th 2010 @ 7:44 AM

Posted by Kim @ The Girl Can’t Help It Vintage Blog:

FAB ads! I adore old Lanz- but even some of the “newer” stuff from the 70’s & 80’s can be quite charming! Maybe it’s my Austrian & German roots that attracts me to the Lanz alpine-y style!

Friday, March 26th 2010 @ 11:57 AM

Posted by becca:

Lovely Lanz ads! Have you seen the spring trends? You will really like them–pleats, jackets, vests, ties (and all of this is ladies wear!)

Friday, March 26th 2010 @ 3:51 PM

Posted by Holly:

I love these ads, particularly the college girls’ dresses from Stieger’s. And the sweaters. I am dying to find a good Alpine-y sweater like this in my size–preferably in dark green, black or navy rather than cream. Also wanted you to know I have been thinking a lot about your previous post on these trad. garments. I just don’t get why they were faddish in the USA at the time they were. I was talking to a friend and I explained and said, “Isn’t odd that in the wake of WWII these German things would gain popularity.” She said, “Well, no. Americans are dumb.” I had to laugh at this crackpot theory.

Wednesday, March 31st 2010 @ 5:28 PM

Posted by Sarah:

Apologies, I meant to come back here a while ago. Thanks for the information Lizzie! The garments really do look high quality.

And I’ve been thinking about the unfortunate Nazi association and I reckon its actually a good thing to ‘rescue’ these wonderful traditional styles from their hijacking for political purposes. They are about cultural identity and tradition, not politics. I haven’t put that very well, I hope you know what I mean!

Thursday, April 1st 2010 @ 3:55 AM

Posted by Lizzie:

Sarah, yes, I think I do. It is my guess that the wearers just saw them as cute clothes, and that in the US and UK at least, there were no political overtones. Or maybe there was real sympathy for the Austrians, and these were seen as Austrian rather than German. Or maybe Americans are just dumb! (Love that theory, Holly!)

Thursday, April 1st 2010 @ 6:09 PM



Filed under Advertisements, Vintage Clothing

3 responses to “1940s Lanz Ads, and a few others

  1. Pingback: Past Fashion Trend – 1940s Alpine Fashions | The Vintage Traveler

  2. Pingback: Alpine Fashion: From the 1940s to Chanel 2015 | The Vintage Traveler

  3. Pingback: 1940s White Stag Belt with Pouch | The Vintage Traveler

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