Spring and Summer 1937 National Bellas Hess on Flickr.
From the collection of Jessica H. Jaeger.
(A) CAPTURE CHARM IN THE “CHARM CHAIN” DRESS
A bewitching little model with “gold” chain supporting five “love charms.” Soft cowl neck fastens in back with loops and covered buttons. Shirred shoulders and bodice give flowing lines. Sash ties at back of waist. Sizes: 14 to 22 (32 to 40 bust). Postage 16¢; (13¢, ordered with other goods).
10 W 1031—-Coronation Print on our best quality Crown-Tested French type All Rayon Crepe.
Colors: Royal Blue, Coronation Red or Aqua… … .$3.98
10W 1032—-Acetate Ripple Crepe. Solid Colors: Lilac, Ash Rose or Bright Green… … .$3.98
(B) With ” RIGHT-ANGLE” scallops—-unbuttons all the way!
Styled like a Mandarin’s coat is this frock with upstanding collar, angular flaps down the front, and cylindrical buttons, all of a contrasting shade. A yoke and action pleat in back. Bands finish the puffed sleeves. Of soft, washable Imported Linen.
10 W 1028—-Colors: Coral Pink with Aqua trim, Aqua with Coral Pink or Maize with Navy. Sizes: 14 to 22 (32 to 40 bust). Postage 14¢; (12¢ if ordered with other goods)… …$2.98
(C) “CALL YOUR SHOTS” in sure-fire polka dots!
You’ll make your mark in fashion in this smooth Rayon Satin. Its lovely sheen gives a feminine charm to the smart tailored style. Pleats are plentiful —- you see them in the sleeves, pockets, skirt front and action back. Contrasting buttons and scarf.
10 W 1029—-Colors: Gold with Brown dot, Pink with Navy dot, Navy with White dot.
Sizes: 32 to 42 bust. Postage 14¢; (12¢ if ordered with other goods)… … .$2.98
(D) “TARGET-TRIM” —- it goes straight to your heart
Style hits—-those exquisite stitching motifs in carnival colors on the front of this Acetate Ripple Crepe beauty. The top is a bolero effect in front, with the gracefully draped collar ending in a bow. Prettily puffed sleeves. A nice, full swing to the skirt.
10 W 1027—-Colors: Powder Blue, Gold or Navy. Sizes: 14 to 20 (32 to 38 bust). Postage 14¢; (12¢ if ordered with other goods)… … .$2.98
(E) FOR FASCINATION —- the embroidery is “DALMATIAN”
A more lovely dress we can’t imagine! For gaiety, it is sprinkled with Dalmatian type embroidery, which also forms the stand-up collar and borders the cuffs, pockets and hem. Neck shirring for graceful fullness. Of Acetate Ripple Crepe.
10 W 1030—-Pink or Powder Blue with harmonizing embroidery. Sizes: 14 to 20 (32 to 38 bust). Postage 16¢; (13¢, ordered with other goods)… … .$4.98