I’ve been sorting out my 1930s magazines and found three lovely mid-decade sewing journals that are a wonderful way to see how trends were disseminated – and re-fashioned – for a wider range of women. Although high fashion magazines included columns on dressing on a budget, especially during the Depression, the amount of money needed to obtain such a wardrobe would still have been out of reach to most. So titles such as Weldon’s Ladies’ Journal and Roma’s Fashions filled a gap in the market and enabled women to deploy their skills in dressmaking.
Women were keen to emulate the styles they saw in magazines, in newspapers and at the cinema – both in feature films and in newsreels that covered society events, and the latest fashions. As one woman commented in the Mass Observation survey for 1939:
‘I always study fashion articles, advertisements, women’s magazines to keep my ideas up to date. I never discuss with friends, but I take note of what well-to-do people wear, and notice photographs of the Queen or Duchess of Kent as naturally the fashion houses who dress those people should know what is coming in. I take every chance of studying the displays in the best shops though I could not afford to patronize them. Fashion in this locality [Burnley] lags behind the fashion in a large city like Manchester so I like to see the shops there.’
Magazines including those pictured here, therefore encouraged women to transform what they saw into reality, and to look to a variety of sources, as well as considering occasion and figure type when translating ideas into clothing.
Although ready-to-wear fashion was developing apace, there was still some prejudice against it – as middle class women were unsure how respectable such garments might be. Women’s anxiety about the ways fashion was procured could be assuaged by reassuring magazine articles, and letters pages where readers could ask for advice anonymously. Patterns could be made up at home, or taken to a local dressmaker. Barbara Burman has written convincingly about the creativity involved in home dressmaking. She argues that it allows women to adapt fashion or ignore it, even to pass off garments as shop bought and thus subvert the value system attached to how and where fashion was acquired. She offers this description of the process as:
‘…a sort of autobiographical practice, home dressmaking is an intimate process. The garment made at home is not so swiftly had as the ready-made. In its measuring, cutting, assembling and fitting, the form and realities of the maker’s own body must be met again and again. Home dressmakers using a dressmaker’s dummy see their own body shape from all angles, as seen by another person or in a three-way mirror.’
So this gives the pages from my 1930s magazines a new perspective – not just a glimpse at earlier visions of femininity and domesticity, they in fact offer ways to rethink women’s agency in the period, and their approach to self-fashioning.
Barbara Burman, ‘”What a Deal of Work there is in a Dress!” Englishness and Home Dressmaking in the Age of the Sewing Machine,’ in Christopher Breward, Becky Conekin and Caroline Cox, eds., The Englishness of English Dress (Oxford: Berg, 2002)
Catherine Horwood, Keeping Up Appearances: Fashion and Class between the Wars (Stroud: Sutton Publishing, 2005)