Anne Adams was the name of a sewing pattern company which sold their products through syndicated content in newspapers across America. I have seen Anne Adams patterns from the 1940s through the 1980s, but this catalog of designs is dated 1938. I added it to my archive because it was published by my hometown paper, the Asheville Citizen.
In looking through this catalog, I was struck by the big variety of lifestyles Anne Adams catered to. As you can see on the cover, there were evening gowns for those who had need of them. And while people might not think that women in a small city in the middle of the southern mountains would need a formal gown, there were plenty of events in Asheville that would make such a dress a necessity for many women.
On the other end of the spectrum was the house dress. A woman working at home during the day might not wear the three inch heels shown in the illustration, but I can remember that as late as the 1960s my grandmother and her three sisters always wore dresses similar to the ones pictured while doing their house cleaning, laundry, and cooking. All of them made these dresses out of cheerful prints in easy to clean cotton.
Here is a grouping of day dresses of a different sort. These were not for housework. They were for shopping or lunching, or perhaps for a club meeting.
In 1938, as it is today, the older woman is encouraged to look younger and thinner. Some things seem to never change.
For the truly young, there were campus fashions, starring the original teenage star, Deanna Durban.
The career woman was advised to make and wear separates which she could mix and match. The idea of separates is more associated with the 1950s, but it actually dates back much earlier, to at least the 1890s.
It’s pretty unlikely that in 1938 there was any skiing going on in the Asheville area, but a good, warm coat was needed. Interestingly, with the exception of pajamas, this was the only pair of pants offered for women. That was to change dramatically in just a few years.
And here are the other pants, in the form of pajamas. I can see where the width of the hems is starting to diminish from the extremely wide legs of the mid 1930s.
When I was coming of age in the 1960s and 1970s, one of the chief complaints of the girls in my school was that “fashion” here was two years behind what we saw in the fashion magazines. I’ve come to realize that our own conservatism had more to do with that than what was available to us. Even in 1938, women in the mountains of North Carolina could buy patterns of what was fashionable in other markets.