While cleaning out my mother’s house, I found a big box of some of my old keepsakes from the 60s and 70s. This charming magazine – Weldon’s Ladies’ Journal, May 1937 – a British publication, was the highlight of the box. I must have picked it up around 1970 at a thrift store (I was very interested in vintage fashions even back then).
The magazine is chock full of beautiful fashions to sew, and even includes some knitting patterns. You could send away for the sewing patterns for free. Most women sewed back then, or had a seamstress to do it for them. The 1930s are an often overlooked decade in vintage fashion, being eclipsed by the Roaring 20s Flapper look, and the World War II 1940s look, but I simply LOVE the elegant, charming, and smart look of the Art Deco 1930s.
It is interesting to note that the coronation of George VI took place on May 12, 1937, thus the buzz about the fashions being “Fresh and Gay for a Coronation Season”.