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Everyday Fashions of the Forties as Pictured in Sears Catalogs PDF

132 Pages·1992·21.724 MB·English
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, EVERYDAY FASHIONS OF THE FORTIES As Pictured in Sears Catalogs Edited and with an Introduction i; loAnne Olian BOSTON PUBLIC UBRATOT EVERYDAY FASHIONS OF THE FORTIES As I'ii'liiri'il in Sears Catalogs Editedand with an Introduction by JOAWE OLIAM Curator, CostumeCollection Museum oftheCitvofNewYork Dover Publications, Inc New York BRIGHTON — Copyright t 1992byDoverPublications, Inc. All rights reservedunderPan Americanand InternationalCopyrightConventions. PublishedinCanadabvGeneral PublishingCompany, Ltd..30Lesmill Road. Don Mills.Toronto.Ontario. PublishedintheUnitedKingdombvConstableandCompany, Ltd.. 3TheLanches- ters.162-1MFulham Palace Road. LondonW69ER EverydayFashionsoftheFortiesas Picturedin Scars Catalogs isanew work,first publishedbyDoverPublications. Inc.. in1992. Manufacturedinthe UnitedStatesotAmerica DoverPublications. Inc..31 East2ndStreet. Mineola. N.Y. 11501 LibraryofCongressCataloging-in-Publication Data Everydayfashionsotthe fortiesas picturedin Searscatalogs edited and withan introductionbyJoAnneOlian. p. cm. ISBN0-486-—26918-3(pbk.) — — — 1. Costume UnitedStates History 20thcentury. 2. Fashion Company Catalogs. I. Olian.JoAnne. GT615.E9 1992 391'.00973'09044—dc20 91-42700 CIP Introduction Thesenseofbeingperfectlywell-dressedgivesafeelingof sportswear. Invented in America, this comfortable, casual inner tranquilit) which religion is powerless to bestow. way of dressing, unlike Parisian "dressmaker fashion, ad- Ralph Waldo Emerson,Journal, L870 dressed the specific requirements of American life. The Gibson Girl'sdirectdescendantscan be found in the pages The highqualit) and spiritedstyleofAmericasclothing, at of the Sears, Roebuck catalog, whose- clean-cut models, everypricelevel, isoneofthehallmarksofoursociety. Long dressed in attractive, well-fitting, uncomplicated clothes. before the reach-to-wear industry was introduced in Eu- present a healthy, animated appearance. rope, it was flourishing on American soil, thanks in large The wide range ofgarments offered in the catalog is a measuretothegeniusofnineteenth-centuryentrepreneurs chronicle of Searss vast numbers ofcustomers, living in who took advantage ofrapid improvements in technology diverse climates and circumstances from coast to coast A and manufacturing methods to create attractive, well- picture story in 1941 featured "two good Sears families. made, affordable mass-produced c—lothing. The Gees were a farm family whose son hoped for a 4-H "We are a clothes-crazy people . . . we boast that our club ribbonatthecountyfairwhilehissisterfedthe famiK shop-girlslookasattractiveasoursocialbutterflies,thatour flock ofhens and plaved schoolteacher to her dolls. Mrs. jerk-watertowns tilt theirhats at the sameangleasourbig Gee,picturedmodelinganewSearsdress forherhusband, cities; we're even a little smug about being called, as we hadjustput upnearly400quartsoffruitandvegetables for frequently are. the best-dressed women in the world, the winter. The Bollingers lived in asmall town where Mr observed Vogue in 1938: Bollinger worked the night shift at the mill and his wife Actually, itisn'tsomuchthatwearethebest-dressed—itis servedastreasurerofthe RT.A. Forrecreation the) played that more ofus are well dressed. A handful oftop-flight bridge, theirdaughterwas acheerleaderat Calumet High Frenchwomen easily outstrip us in creating and wearing and their son raced on ball-bearing roller skates. Both clothes, but collectively, en masse, our 40,000,000 adult women were the purchasing agents for their families and females are better dressed, more fashion-conscious than planned their expenditures carefully. When admiring anyotherson the face of the earth. friendswonderedhowthevmanagedtodresssowell. Mrs Hut. you say, these are commonplaces. Andsotheyare, Bollinger, "with frankness bom ofgratitude, would bring the commonplaces of mass production and mass distribu- out the "Big Book and lay it in their laps. tion; the ordinary week-day tale of great businesses that Totoday'ssophisticatedeyes,theGeeses'milkingchores, catertothegreat massofAmericanwomen;ofanationthat piano practice and Sunday dinner, and the Bollingers hasgrownstrongbecauseithasbelievedthatcommonplace church attendance on Sundays, their daughter's double needswereimportant. Perhapsthefoundingfatherswould be surprised if they should wake to-day to see our literal dates and fudge-making depict a cliche-ridden. Norman interpretationof theirtheories, toseeademocracvofgov- Rockwell America, and it was. even then, an idealized por- ernment achieve alsotheonl) democracyoffashion in the trayal oflifeon thethresholdofWorldWar II The realities world.The) might be surprised,butwedonot believethat can be deduced from the 1940census, which revealed that theywould be displeased. onlyoneoutof fiveAmericansownedacar.oneinsevenhad atelephoneandamere 15percentof thecollege-age popu- Undoubtedly, the first incarnation of the "democracy of lation attended college. One quarter of America's homes fashion was the Gibson Girl, who personified the Ameri- still had neither a refrigerator nor an icebox. (SO percent can ideal of radiantly healthy femininity. Her wardrobe lacked central heat and three out of tour farmhouses wen- consisted chiefly of ready-made, mass-produced apparel litwith kerosene lamps. Ina 1941 profileofatypicalcatalog worn without apologv and with a great deal ofpanache by customer. Sears recounted the red-letterda) whin power millionsol Americanwomenofeveryeconomiclevel foran lines reached their Minnesota farmhouse 'First on their infinite variet) ol occasions Her signature, the shirtwaist listof 'musts.'ofcourse,wasacentrifugalpumpforrunning blouse, an important component in the democratization of water Then came the electric range Vnd as the months fashion, was so popular that in 1905 the Sears catalog fea- went by, otherconveniences wore added vacuum (leaner, tured r><) models, rangingm price fromoneol'lawn toaster, iron, radioand clock In addition, byusing to a delicate silk taffeta at $6 95. The embodiment ofour electric cream separatoi and Sears motor to powei the I national st\lc the handsome (iibson Girl in her sprighth fanning mill and tool grinder, all from thi \ itions Wish sluitw.tist and skirt was dressed in the earliest example ol Book, the) were able to save precious tun Themerchandiseadvertisedinthecatalogswasselected Museum ofModern Art, followed by an American Indian in direct response to Sears customers actual needs and showin 1941. desires. Hence,theirpagesprovidean unparalleledviewof As Kate Smith belted out "God Bless America," Sears the social andeconomicchanges takingplace in the1940s. captured the prevailing mood in sailordresses, red, white Even in the remotest farmhouse the bookwas avidly per- and blue outfits and captions such as, "It's the American usedbywomenwantingtolooktheirbestandawareofthe Way ... to Live in a Dress with Jacket," and the "Miss latest styles, choosing from clothes photographed on the America"polocoat. Acotton skirt in atropicalprintwasa samehigh-fashion modelsseenin VogueandHarpers Ba- "sunny California fashion" and a two-piece playsuit fea- zaar. However, Sears layouts were more straightforward tured"CaliforniastylingintheSeason'smostfamousprint," and less glamorous, with an emphasison elaritvanddetail. a "Hawaiian-inspired design." Shoes were huaraches "in- With garment industrycopyistscapableofturningoutver- spired by Mexico, the Moc-inette, "Frontier Fashion . . . sions ofcurrent Paris and NewYork fashion almostinstan- fringedlike an Indians moccasin"andthe "cactus country taneouslv.Searscustomerswereabletodressasfashionably stvle tooled leather with "all the tang and dash of the as urban women. romanticWest. Fivesizerangeswereavailable, from size9forjuniorsto With the fall of France in 1940. American fashion size57for"largerwomen"whocouldbuygarments"scien- abruptly found itself dependent on its own resources. Not tifically designed to slenderize from neck to knee." The onlyweretherenoParisstylestocopy,but.asshippingwas flirtatiousvoungjuniors, thedarlings of the catalog, whose divertedtowargoods, such items as Frenchperfumesand fashions were selected by a male "jury," set the stvle for Swiss watches ceased to be available. In 1941, the govern- their high-school and grade-school sisters. Clothes were ment took over all remaining stocks of raw silk, necessi- made in sizes forteens, big and little girls and sometimes tating the substitution of other fibers, chiefly rayon, for even in identical stvles for mothers and daughters. The dresses. In 1942 Sears offered a domestic rayon raincoat — 1940s classics the camels hair boy coat, the reversible forwomentoreplacetheimportedsilktheycouldnolonger raincoat, twin Shetland sweater sets, the shirtwaist dress, obtain. However, rayonwassooninshortsupplyforcivilian saddle shoes and the prized velvet-col—lared Chesterfield use as it, too, was needed in thewareffort. Nylon hosiery, coatthatevenwonaCotvawardin1943 weresuitablefor introducedinthe1940catalog,vanishedthreeyearslater.In women ofpracticallyeveryage andsize, startingwith tod- 1942, theWarProduction Boardplacedsevere restrictions dlers and excluding onlv the "gracious lady as the silver- ontheuseofwool,dvestuffsandtheamountofyardagethat haired, grandmotherly, large-size woman was euphemisti- could be used in garments. Sears and Vogue, displaying a callytermed. marked similarity, editorialized regarding the need to buy Steadily increasing numbers of sportswear pages fea- quality and to dress conservatively, while Stanley Marcus, turedslacks.OriginatinginCalifornia,asbefittingtheinfor- apparel consultant to the War Production Board, told de- malityoftheWestCoastlifestyle,theyenjoyedgreatpopu- signers it was their patriotic duty to devise clothing that larity for work as well as recreation. Denim, previously would remain fashionable for several seasons, since the confined to men's overalls, appeared in playclothes for materialsand laborthat formerlyhelpedtocreateobsoles- women and girls, perhaps through the influence of New cenceandconsumerismwerecrucialtothemanufactureof York's Best & Company, long renowned for its casual war <j;oods. However, this was not meant to discourage clothes,whosevice president, MaryLewis, became Searss buying completely. As Vogue explained in February 1942: fashion directorin 1943. Hollywood'sinfluence isapparent Manyawomanwiththebestintentionsintheworldthinks in the square-shouldered suits created bv Adrian for Joan sheisdoingherhit. makinganoblesacrifice,byrefusingto Crawford, as well as romantic evening gowns and picture buyanynewclothesduringtheduration. Butsocomplexis hats inspired by Gone With the Wind, released in 1939. oureconomiclifethatthisveryactofself-denial maywork Girls hats were modeled by juvenile screen stars Deanna injurvtothedelicatelyadjusted"earswhichmustcontinue Durbin and Shirlev Temple, while the ubiquitous turban to mesh if that great machine is tocontinue tofunction, if owed its exotic appeal to Carmen Miranda and Dorothy thatgreatmachineistoswingintothemightiestarmaments Lamour. Even the "larger woman" could choose a Marie production efforts ol all time Dressierensemble designed especially forher. Arms and munitions, boats and planes are made by In the 1940s the catalog held a mirror up to life domi- workers, who are paid in the money that comes from de- nated overwhelmingly by the ordeal ofWorld War II. The fense bondsandtaxes. A s—izablepartofthese taxes comes years immediately preceding Americas entry into the war fromtheclothingindustrv inpeacetime,thesecondlarg- estofourcountry. weremarkedbyaturninginward, manifestedinadawning The makers of fashionable shoes and hats, gloves and appreciation ofnative traditions and culture. Aaron Cop- bags, of dresses and coats and suits—all these makers are landandFerdeGrofeinterpretedAmericamusically,Agnes operating with full government approval. Whatever is on deMille and Martha Graham looked to the landscape for saleinashopistheretobebought,withtheGovernmentS inspirationasdidanentiregenerationofpaintersincluding lull permission. Refusal tobuyonlv helps to dislocate the EdwardHopper.Thomas Hart Benton.JohnSteuartCurry publiceconomy. and Grant Wood. A strong Latin American craze was evi- dentinthepopularityoftherumbaandtheconga,whilean Theoperativewordwas"challenge. Government,press, unprecedented Mexican exhibitionwas held in 1940atthe retailers and Sears called on the American designer to create with ingenuity within the restrictions imposed on (.'lassie sportswear as it was worn on college campuses textiles, yardageanclthelackof rubberand metal. Inadher- was a way of dressing that somehow managed to reconcile ence to regulation L-85 mandated by the War Production "conservative" and "fashion." Sold initial!) in depaj Hoard, resourceful designers made sport) youngsuitswith storecollegeshopsinthethirties, itspopularityinspiredthe short, narrow skirts and jackets not exceeding25 inches in launchingofMademoiselle, the first magazine to address length. theburgeoningmarketofyoungcollegeandcareerwomen. Onethirdol the femalepopulationwent towork, replac- Heavily indebted to mens British-style sportswear, requi- ing men in lactones or joining the diminished Dumber ol sites included the "Brooks Brothers Shetland sweater, al- male civilians, whose square-shouldered suits were minus most anything of menswear flannel, especially slacks a id vests and pocket flaps, and whose trousers had lost both pleated skirts, fly-front mannish gabardine raincoats pleatsandcullsto L-85. SearspraisedtheAmericanhouse- double-breasted camels-hair polo coats, tailored suits and wile lor meeting the challenge on the home front, where, balmacaans in rugged tweeds, brown-and-white spectator with the help ofMcCall's patterns, she performed feats of pumpsandsaddleshoes. Insteadofwatered-downcopiesof magic on her Sears sewing machine, transformingcast-off the French couture, style originating on American cam- clothingintousablegarmentsforherchildren. Laudingher puses enabled students and secretaries to look sporty and for "keepingherfamilyhealthyanclallitsworkingmembers fashionable. Separates, sportswear components that could litandefficient. Searsclaimed,"Nowarjobismoreimpor- becombinedinnumerouswaystocreateoutfitsthattotaled tant, while salutingtheAmerican farmerforthe"general- more than the sum ofthe parts, formed the basis formuch ship it takes to run a farm short ofhands, of equipment, ofthe"college lookamountingto30percentofthenation's of everything but grit and the will to do! FallAVinter apparelbusinessby1949, accordingtoLife magazine. Pho- I 1943-44l. tographed on attractive, outdoorsv-looking models, ver- In spite of war-imposed shortages and hardships, and sionsofthesegarmentsineverysize range lorall ageswen- "sorry, not available," stamped with increasing frequency featured throughout the decade. over items in Sears wartime catalogs, the smiles of the Not until 1947, when Sears, including many items avail- clean-cut American women modeling in its pages never able for the first time since the war. published its largest faltered. Wearing cotton stockings or leg makeup and ra- spring catalog in 25 years, was there a pronounced differ- tioned leather shoes, they took Sears's advice and saved enceinsilhouette,with"flare.' "fullness"and"softcurves" their treasured service-weight rayon stockings for "fur- beingpromoted in outerwear, suits ancl dresses forwomen loughdates, conservinggasolinebywalkingincomfortable and girls ofall sizes and ages. Sears copy read. "The new low heels or wedgies. They wore slacks for comfort and lookisthe longlook,"explaining, "Skirtsare longer. Waist- warmth even when pregnant. Wartime weddings and a lines look longer. Fabrics are used lavishly." Sears "new risingbirthrate averagingayearlyincreaseof29.6percent look"wasadirectresultofthesensationcreatedby French I for the decade) occasioned additional pages of maternity couturierChristian Dior. Dubbed the "New Look by the ensemblesandbain clothesintheforties'catalogs,indirect fashion press, Dior's silhouette reestablished the suprem- contrast to the absence of long formal gowns after 1942. acyof Parisancl revolutionizedthe shapeoffashion. Shoul- The 1944 jewelry pages even offered a 3'/2-earat emerald- derslosttheirpaddingandbecame rounded, aships, nevvlv cut diamond engagement ring for $4,900. rounded, were accentuatedwith pads, andwaistlines were Exhortations to buy good-quality merchandise and to beltedand cinched foreven furtherdefinition, while mid- care for it wore common to high fashion and mail order. calf-length skirts swirled over rustling petticoats A dra- Vogue, Harpers BazaarandSears's Man'Lewis, introduc- matic reaction totheseverelyman-tailored garbol the war ing herself in 1943, all stressed classic clothing as away to years, the "New Look"was. in its extravagant use offabric remain in fashion forseveral seasons, echoedbyarticles in and curves, an expression ofluxury and femininitv incon- womens magazines demonstrating the properway to care ceivable during the years ofwartime austerity. forapparel. The first customers in Sears's catalog to adopt the New This emphasis on conservatism resulted in few percept- Look were fashion-conscious juniors, whose up-to-the- ible fashion changes between 1941 and 1946. Theessential minutesuitshadshort, nipped-in jackets, "bustlepeplums" contradiction between "conservative" ancl "fashion was and full skirts. While misses' clothes were indeed longer addressed In The fashion Croup in 1942: initially their skirts remained slim, shoulders wore still squared, and waistlines ancl hips were barer) emphasized It is innocent to think that ingenuit) on the part ofour As Diorssilhouettegainedacceptanceinsmall-townAmer- designersand producerscan surmount everyshortageand ica,itspopular-pricedtranslationacquiredamarkedresem- triumph over ever) curtailment, Fashion will not be as blance to the charming shirtwaists and dared skirts ol usual, an) more than life, business, transportation, or the Gibson Girl in awelcome revival ofthe romantic look. etxaixsestedThuep)onI.tteheeavettw)o-nfaotldurreesopfoncshiabnigliet,y.anTdinnsoiwndcuhsatnngeliaiss aalstseurrayneacres of maintaining an image of competence .o\<.\ limited not onl\ In Government Orders not onh In diminishing supplies hut In the need toavoid ol>soles- Nonetheless, as the "New Look swept across the coun- Cence and waste at all costs Vet in the face ol all tins it is try, Outcries against it readied a level pitch \Vbm< n with then jobtokeepthe flameol creative abilit) bright, andto good le'^ssaw no reason tohidethem in liHi keepalive a respect forall we mean In qualitv men. equallyanxious not tobedepi liable sight, bombardedthe presswith lettersofprotest. ATexas Thedecadeendedonanoteverydifferentfrom thaton housewife founded the "Little Below the Knee Club," which it hadbegun. As GIs returned, eagertogetonwith whichimmediatelyacquired1300membersinDallas,while theirinterruptedlives,marriagesreachedrecordlevelsand therallyingeryoftheSanAntoniochapterwas."TheAlamo women who had emerged from their homes retired to fell, hut our hemlines will not." In less than a month the domesticitytoraisefamilies,surroundedbythelatestlabor- clubcouldboastmembersinall48states,aGeorgialegisla- savingappliances. torannouncedplanstointroduceabillbanninglongskirts, Sears stood ready,to supply the needs ofthis new life- and cartoons and vaudeville skits tried to laugh the "New style, complete with up-to-the-minute automatic washing Look"outofexistence. Despiteallthevocaloppositionand machinesandtelevisionsets,firstadvertisedin1949. Poten- hoopla, women were ready for a change and the "New tialcustomerswerecautionedthat"Yourdistancefromthe Look was here to stay. station, yourlocation in respectto hills, tall buildings, etc.. Clothes once again became dressy. The crisp, efficient arefactorsthatlimitthereceptionoftelevision.ThisSilver- angularityofwartimefashionwasabandonedinfavorofsoft toneTelevision Setwill givevou good reception ifyou live drapervandfemininecurves.Aravonfaillejuniordressand within 15-20 miles ofthe station." jacketwithagoldbeltfeatureda110-inchsweepofskirtand In 1950 America was well on its way to becoming a a sophisticated moire trimmedwith real ermine tails mea- country of ardent consumers. A well-dressed, fashion- sured115inchesatitshem.Sequins,beadsandnailheads,of conscious people, we were about to embark on an era in newly available metals, trimmed dresses and soft "bal- which technology, prosperity and communications would lerina suits.Tiersofrufflesedgedgirls cottondressesand combinetocreatevetunimaginedproductsforourcomfort rows of elasticthreadshirredtheabbreviatedtopsofbare- and enjoyment. Chemistrywould develop synthetic fibers midriffplavelothes with flaring skirts. Baby-doll and bal- and textile finishes for apparel requiring minimal care. lerinaflat-heeledshoescomplementedthenew widehem- Sportswearinthesenew fabricswouldremainthemainstay lines, with ankle-strap platform shoes worn with seamless ofwardrobes. Searscontinuedtomaintainitstime-honored nylon stockings the fashionable alternative. tradition ofproviding Americans with well-made, afford- Servicemen returningtocivilian lifewantedanew look, able, attractive attire. A succinct comment by William C. too. Wearv ofuniforms and uniformity, thev favored suits Browning,aclothingmanufacturer, acenturyearlieronthe with generous amounts of fabric in the drape of broad- relationshipbetweendemocracyanddressisaperfectdefi- shoulderedjackets. Trouserssportedcuffs,generouspleats nitionofSearsscontributiontoAmericansocietyandmight and deep patch pockets. Sports coats and "loafer jackets well have served as its credo satisfied the desire for casual, comfortable apparel. Boys knickers finally disappeared in favoroflongpants as their And if it be true . . . that the condition of a people is clothingbecame identical to theirfathers'. indicated by its clothing, Americas place in the scale of Western-style ranch clothing and California beachwear civilized lands is a high one We have provided not alone enjoyed equal success with both sexes. Denim was firmly abundant clothing at a moderate cost for all classes and established as the sportswear preference for the entire citizensbutwehavegiventhem, atthesametimethest\le family. Bv 1949 the cowboy influence prevailed, as Boy andcharacterindressthatisessentialtotheself-respectofa inc. democratic people. Bogersjeansandjackets, suspenderdungareesfortoddlers — and rolled-up pedal pushers the postwar suburban uni- — form forteens dominated the pagesofthe catalog. It's the American Way ... to Live in a DRESS JACKET with Use Sears Easy Payment $R98 Planto BuyThem atThis ^ — Low Price See Page II Complete PLAIN JACKET PLAID DRESS ®GoAloldocccasoimopnanoinoe-npsie..c.e..st.hhiertdwraeissstadrnedssjainckoeut!r best qualityCrownTestedWovenPlaidAllSpun Rayonfabric.Crownzipplacket.Thebeautifully fittingunlinedcardiganjacketisourbestquality plaincoloredAll WoolShetland. MiJnunai'or.S'izeSiRzeangKea:nge12:. 1141.. 1163.. 1185,,2017.onl1y9.. Slatesize;seeSizeScalesonPage42.Shipping weight,each,2pounds. 3La1urDel73G2re1eMn—JaRcekedt.andGreenPlaidDress;Plain 31 D7322M—Brown and Green Plaid Dress; PlainBrownJacket. 31 D7323M—Navy and Green Plaid Dress; PlainNavyJacket EachOutfit,$5.98 TheScottyCapcomesinsamecolorschemesas dress described above. Plain color All Wool Shetland,trimmedwithplaidSpunRayon;gros- grainstreamers.Color*:RedandGreenPlaidon Plain Laurel Green; BrownandGreen Plaid on PlainBrown;NavyandGreenPlaidonPlainNavy. M31eaDsu7r4e5h5eaMd;—sFtiattse2s1iHzet,oc2o2lHo-r.inShhpega.dswitze..69o8zc. PLAID JACKET PLAIN DRESS ©Newestdress-and-jackel team incolorsthat blendperfectly.One-piececasualdressinour famousCrownTestedDuo-Spun,arichwool-like fabricwovenoffinestqualitySpunRayonyarns. Crown zio nlacket Man-tailored unlined iweed jw.euakreiouoltVd>rtWsos,olor'a/,sRsaepyaornatecjoarcrkeectt weightto Juniors' Size Range: 11. 13. 15. 17. 19. Misses" Size KanRr: 12. 14. 16. 18. 20 only. Statesize;seeSizeScalesonPage42.Shipping weight.2pounds4ounces. 31 D73I8 Gold color Dress; Brown-and-Gold- PlaidJacket. 31 D7319 NorseBlue Ureas; Norse Blue-and- WinePlaidJacket. P3lIaiDd7Ja3c2k0et—HennaRustDresEs;acGhreOeutnf-iatn.d$5R-u9s8t MeasureEveryTimeYouOrder t»acitkboufstbo.owk..nMT.hehinjish.n.disydoiurreilseizdeoinnly\oiugreKsizien range. Ht \uredressyou pick comesin your range Ik-lowareSizeRangesfordresseslisted onthesetwop Juniors'-s,,,. Kan«r: 11. 13, 15. 17.19. ForSizeSt.lieset-I" Misses'loSrizSei/ReaSne.gilee:se1e2,I'1.4i.gr1162..18.20.22. Women's Size Range: 34, ML M. 40. 42. ForSizeSc.ilrseePage64. -.I.ort.r«,..,2,4„M.,.'.Fosi,„ -.emii lriLj. 18V*. SendyovrordertoSeortnsorettMailOrderHouteand allowpottagefromthere.Garment*ontfcstetwopagei willbetentfromour NewYork FathionHeadquartert. 45 SEARS 2 [1939 40] NEWS FOR THE U.S.A. The 1940 Edition of SEARS FAMOUS POLO COAT In Three All Wool Fabrics Here's the Wonder Coal, Miss America, al-' waysinfashion,alwaysappropriate,alwaysill goodtaste.It'sthecoatthatgoeseverywhere, anytime,becomingtoeveryonewhoputsiton! Mastertailoredtoourspecificationstostandup underthehardestwear.Winterwarminthesta- diumoron the campus, battling a blizzardor drivingthecar.Flatteringdouble-breastedreefer lines,mouldedthroughthe body,flaringat the hem. Square shoulders, dashing wide revers, stitchedslenderizingpanelback.ThisnewMiss AmMrurimcsa'isSthiexebeRsatnygeetl: 12. M. 16,18.20only. SeeSizeScale,Page20.Shippingweight,each, 5lbs.10oz. Our BestQualityCamel'sHairandWool iSOn'-'ai.ssmuopoetrhwsaorftmCwaemaevel.'sEHaarilr-,C.blaolaRnacyeoAnlllWionionlg guaranteedforlifeofcoat. Warmly interlined. Colon: Polo Tan 604.Black or Henna Rust 645.Sizesabove.Stateeiaeandcolor. 7D5470 $12.91 BetterQualityAllWoolFleece AllWoolFleeceinextra-warmdiagonalweave. Earl-Glo lining guaranteed for the life of the coat. Warmly interlined Colors: Navy Blue, HennaRust645.orNuberry(Grape)Wine514. Sizesabove.Statesizeandcolor. 17D5465 $9.98 GoodQualityAllWoolFleece All Wool diagonal weave, warm and sturdy. RayonTaffetalined,warmlyinterlined.Colors: Henna Rust 645.SkipperBlue218,orHockey Green321.Sizesabove.Statesixe,color. 17D5460 $7.9. SeadyoerordertoSconneoreilMoilOrderHow* oedoMow posfoge fromthere. Garment!onthese two pages win be teat direct from New York. '098 sg9 ^ 8 Soon n i r *hiu ^""ou, .__ ^^_v^

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