Women’s Frocks in the Autumn Mode
After writing about the R.H.Macy store in New York, I wanted to show an ad from its early days. I chose 1924 because so many of us have been noting the 1924 fashions on the latest season of Downton Abbey.
To me the most amazing thing about this ad is the prices. Don’t be fooled by what seems to be so inexpensive. As I’ve written before, women in the past expected to pay a higher percentage of their income on a new dress than we do today. When inflation is taken into consideration, the $44.75 frock becomes $611.60. And while it is easy to spend $600 on a dress today, most women in the American middle class wouldn’t think of such an extravagance. And then, as now, Macy’s catered to the middle class.
Note that design A is “a skillfully designed frock for the larger woman.”