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…
For the lady of fashion in June – So elegant! The latest fashions brought to you from Sainsbury’s in June 1918 – three special values for the ladies of Bromley. Sourced from the Bromley & District Times, 7th June 1918, page 3
How times have changed. I doubt very much that you would see an advert like this in the local newspaper today suggesting giving your son a new suit for Easter, but this is exactly what Issac Walton and Co. promoted for Easter in 1918. At least the models looked very pleased with their new suits!
So if you walking around the shops in 1918, these would have been the fashion statements that were on offer to you from top retailers such as Sainsbury’s – so elegant! Taken from the Bromley & District Times, 22nd March 1918
Fur Coats, Fur Trimmed Coats, Cloth Coats, Furs and Millnery. In October 1917, the shops were advertising winter wear. Fur, real fur in those days, was very popular with the affluent.
Here are the fashions for the younger generation. No mobiles here, just running around! I think the Peter Pan Outfit for boys is particularly cute.
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…
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]