Trailblazing iconic fashion of the 1940s

Although we look back at the 1940’s and think of it as a decade of mostly war and hardship, it was in fact a milestone decade for style in women’s fashion, despite the 1930’s being a hard act to follow. With style icons such as Christian Dior, Ava Gardner, Bette Davis, Doris Day and Rita Hayworth, these women were trailblazers in styles and new silhouettes – many styles of which are still supported today in women’s fashion. These adverts appeared in the local newspaper in 1943, encouraging women to invest…

Sainsbury’s Fashion, 1917

Yes, it is Sainsbury’s.   When I started reading these newspapers I was surprised to see that at that time, Sainsbury’s was not a food store but sold clothes and linen and other such items. If you read the Sainsbury’s website, it seems that Sainsbury’s was founded in 1869 by John James Sainsbury and his wife Mary Ann, who set up a small store selling milk with scrupulous care of hygiene and quality of food. The link below is quite interesting. Sainsburys Humble Beginnings 1869-1900 Perhaps there was more than…

Fashions of January 1917

At no other sale in the kingdom can you buy Royal Worcester Kidfitting Corsets at Lower Prices than at Medhurst’s Winter Sale Aren’t you glad you do not have to wear garments such as these today?  But you get a good idea of why ladies of the time tended to have a fairly gentle sedentary life. No jogging or marathons possible in these clothes! [source: Bromley & District Times, 5th January 1917, pg 5]