I’ve mentioned several times in the past what a great resource the old American Fabrics magazine is for people who love old clothes and textiles. The inclusion of fabric swatches give a much more complete picture of what a fabric was actually like as to texture and color. And while, as the name suggests, most of the fabrics were of American manufacture, the publication did sometimes feature fabrics from other countries. But to see the crème de la crème of European fabrics, the publication to get was Elegance.
I never knew about this gem until fellow vintage fan Susan let me know she had three of these that she is selling from an extensive collection of vintage clothing related items. From her email about them:
…they appear to be a collaboration between Elysee Fabrics, a German company that supplied couturiers and clothing manufacturers, and Vogue patterns; typically, the magazine has full page, full color photos of Paris couture by really famous photographers like Helmut Newton, with an actual swatch of the Elysee fabric the couturier used, and then a sketch of a Vogue pattern that resembles the photographed couture garment, plus , other, similar Elysee fabric swatches that would also make up well in that pattern. Sometimes they just make up a Vogue pattern out of the fabric and have it photographed.
These are now for sale at ebay, and yes, they are a bit pricey. That is because they are very desirable and hard to come by. Even if you can’t afford to buy them, definitely take a look at all the lovely photos. And if it leaves you wanting more, you might check out Paper Pursuits, where they have quite a few issues for sale. And be sure to put this magazine on your shopping radar. You just never know when a few copies might show up at the local Goodwill.
Here are a few pages that I loved. Be sure to click for the enlarged image.
All photos copyright Susan Grote
The Vintage Traveler 
These are fabulous! I love the second image of the lady wearing a fur helmet. And the fabric swatches are great.
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Am I wrong???
I think, once upon a time, ladies in small towns and rural areas, would subscribe to these catalogues and then ~ perhaps in Tupperware Party fashion ~ sell fabrics with matching notions to their friends.
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According to Susan, these particular magazines were sold in fabric stores, but I’m sure you are correct about the home party and direct sales thing. It was a popular concept in the 1930s through 60s.
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What an amazing resource! I love the cover with the fur helmet too. 🙂
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Thanks for spreading the word about Elegance — the magazines were also available in un-swatched versions. These do have coupons inside to clip when ordering — but the fabrics were very expensive. As I said in the eBay listing, I remember seeing the swatched versions — not for sale, but for customers to use — at a huge, warehouse-like fabric store on Geary Boulevard in San Francisco in the 1960s. Although the store had — as I remember — gray concrete walls and the charm of a parking garage, society ladies used to shop there with “their little dressmakers.” I eavesdropped. The elegant lady would point to the photo of a couture suit, and say, “Can you copy that? Do you need a pattern?” And sometimes her dressmaker — often a woman with a European accent — would say, “Sure, I can make that for you. I don’t need a pattern.” She would tell her client how many yards to buy; then the socialite would order the couture fabric from the catalog, and even the exact buttons from the photo, and end up wearing ‘couture’ without paying for a trip to Paris. Some of these 1960s fabrics cost $14 to $20 a yard — when my nice, two room apartment cost $80 a month! (1967)
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