This is rather a budget publication, being only 3 pence (3d), compared to Paris Mode which was 9 pence (9d) and Leach’s Six Penny Knitting Series (6d). Free patterns featured in every issue and then after a brief text about what was in fashion, the rest of the magazine acts as a catalogue for Leach’s sewing patterns, which were 9d including postage. Each issue has a different topic, for example Schoolgirl’s Outfits, Styles For the Matron, Toddlers’ wear etc. (In case anyone is wildly interested, I took down a list of each issues specialism from the set of 1925 I was looking at – see bottom of post).
Issue 91 – Jumper & Jumper Skirts – 3 free patterns. Inside patterns available in 34-40″ bust sizes
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This didn’t have it’s free pattern anymore when I bought it, but it’s fabulous to look at the thirties designs. I’m dating it as thirties because of the waists with belts, rather than a dropped waist of the twenties. These may have been designed as school wear, but young girls wore the same as young […]
Portfolio of Fashion was a supplement to Weldon’s Ladies Journal, which was full of pictures giving the reader the latest fashion news, but really a vehicle for selling patterns. I’ve dated this one by the clothes as late thirties. Rationing and coupon economy isn’t mentioned and there is an advert for “Style 38” which makes me think this is from 1938.
Here is the whole magazine as a pdf – Weldon’s Portfolio 1938 free magazine – which includes all the pages. Below is a small selection. If you want to own the real magazine and are free on Saturday, come along to the Classic Car Boot Sale and find me sharing a stall. I’ll be selling knitting and sewing patterns and some Stitchcraft, Needlewoman and Woman’s Weekly magazines, plus I have three or four magazines like this one, which advertise sewing patterns.
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This indispensable advice comes from “The Teaching of Needlework” (second edition) by Dorothy M. Howlett, which I’ve photographed at the British Library.Read More »
This is wonderfully progressive, or from the perspective of 2015 looking back to 1934 rather surprising. Taken from Weldon’s transfer Series No. 92. The text says 23042 “This is an ideal overall for an artist.” 30723 is even better – “Ideal for the modern girl who does her own motor repairs…” and suggests making it in gingham.
Weldon’s Transfer Series was a magazine which had one or two pages devoted to the embroidery transfer instructions, sometimes a surprise knitting pattern and the rest is entirely a Weldon’s patterns catalogue, with adverts for all sorts of Weldon’s products.
Other publications I’ve looked at from “Weldon’s” that are actually pattern catalogues include Weldon’s 6D series (aka Weldon’s Sixpenny Series), Weldon’s Outsize and Weldon’s Bazaar of Children’s Fashions, all of which would have a free tissue pattern, often for more than one item of clothing. The instructions covered two pages and the rest was pattern catalogue, adverts for other Weldon’s publications and conventional adverts aimed at women.
They did sell advertising space to other companies, but here are some Weldon’s ads in Weldon’s magazines, which will make you want to search out every flea markey and vintage fair till you find a copy! :
From Weldon’s Sixpenny Series issue 103 Styles for All with Larger Hips (this is mainly a pattern catalogue, as I said) has this advert for other Weldon’s things:
1934 Weldon’s Sixpenny (6D) Series – No.87 All Day Frocks has this advert:
Weldon’s Outsize Series which began in 1932 and the free sewing pattern had a bust of 42 inches. Here is a beautiful dress in an advert.
Finally from Issue 1 of Weldon’s Outsize, the four magazines you must not miss:
The classic idea of 50s fashion is the New Look. I’ve read a lot of fashion history books lately (and will do a post on the best ones soon) but here is a little of what has been on my mind. Did you know Christian Dior, credited with the New Look which changed women’s fashion was sponsored by a cotton magnate?
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A New Topic because I have the start of a new collection and a really long day busily scanning! While scouring flea markets, charity shops and vintage fairs, I’ve found several Weldon’s Sewing Pattern magazines from the twenties and thirties. First to the scanner is Fancy Dress For Children. To come from the same series, Dance Frocks and School Girl Outfits. I have to apologise for the cropping at the side of the scans. The magazine is bigger than the scanner can cope with. The 200 designs promised are a little misleading as this is more of a sales catalogue without any actual patterns, but you could use the ideas to make your own. Some of the weirder designs in this magazine include dressing as a brand of toothpaste or the work bag (items for Mother to mend went into the work bag!)
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Today I have a fashion report from May 1937 Stitchcraft Magazine, by Anne Talbot, about designs shown by Wanda Kofler and De War. Click the here for a pdf of the full article or look below for pictures. The article is about the new emphasis on embroidery.
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