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”.
Mary Quant was a Mod London designer who took credit for the miniskirt and hotpants in the 1960s. In the 1970s, she expanded her clothing line to include cosmetics and household goods. This 1974 ad is for “Booby Traps”, which look to be a bra and panties set. Interestingly enough, there are elephant graphics strategically placed and is called the “Trump Trump” collection. Along with Booby Traps, Mary Quant Tights in 12 hues were sold in her cosmetic fashion outlets around the world.
Chanel No. 19 perfume was introduced in 1970, and the number 19 refers to Coco Chanel’s birthday which was August 19th. Chanel No. 19 was a floral-woody-green scent; a unique blend of light-heartedness and sophistication. It was bottled, of course, in the famously classic Chanel No. 5 style bottle.
Catherine Deneuve was the “face” of Chanel during the 1970s, and this ad is particularly beautiful. Just so classic and elegant! Chanel No. 5 perfume is timeless, and its popularity remains strong today.
“Come feel the hills and valleys of your feet”. This is a very poetic ad for Scholl exercise sandals. These sandals were extremely popular in the 70s, even though (I thought) they were hard to wear. This 1974 version came in either a red, blue, or bone cushioned leather strap, and a flat or raised heel. They sold for $12.95 ($68.08 in today’s dollar).
“Come rest your feet in the hollows and the rises.
Experience the coolness of polished beechwood against the warmth of bare skin.
Feel the little mound we call the toe-grip, that helps you turn mere steps into a beautiful toning and awakening for your legs.
Celebrate the sole, for it is the most sensitive thing of all.
Found another Yardley of London ad that I’d not seen before! This one is For “true-love” Slicker nail polish. The ad features models that look like they’re in their 40s; quite a switch from Yardley’s supermodels of the 60s, and the artsy young teen models of the early 70s.
The 12 new Slicker Nail Shades were: For You|Pine, True Blue, Am I Blue?, Cuddlin’ Coral, My Lady Lavender, Flirting With Pink, Cosmic Coral, One-To-One Pink, I’m Blushing, E.B. Browning, Gold Hands/Warm Heart, and Warm Friends. All were supposed to give you perfect color coverage, dry quickly, and resist chipping.
I'm Marilyn, and I'm obsessed with vintage clothing, thrift stores, clotheslines, and Chanel. Welcome to my down-to-earth world!