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


Filed under Fashion Magazines, 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…)


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


  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.


  4. Teresa

    The bow detailing on the dress is beautiful!


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


  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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