Still Here, Part 4

In celebration of finishing my WWI set story, I'm presenting another set of ads for products and companies that are, remarkably, still here after nearly (or in some cases, more than) a hundred years:

I use it on appliances, not white shoes, but Bon Ami evidently didn’t scratch then, either (Ladies’ Home Journal, June 1917):

Those seem awfully pointy for men's shoes, don't you think? Florsheim Shoes (The Literary Digest, December 1, 1917):

If you didn't can those berries the way you were supposed to, might as well eat cake! Crisco (Ladies’ Home Journal, June 1917):

For cooking and desserts, yeah, sure.  For eggless mayonnaise...no. Just no. Carnation Milk (Ladies’ Home Journal, June 1917):

Ham, ham, ham, ham. Armour Ham (The Delineator, May 1917):

Thank heavens typhoid and cholera are no longer words frequently seen in product advertising. Lifebuoy Soap (Harper’s Weekly, February 22, 1902):

What I would like to know is just what tests the United States Patent Office ran to prove the board's "efficacy!" Ouija Board (Metropolitan, June 1917):

I love this one. It begins with INFECTION in large, ominous letters...discusses killing multiple types of bugs, assures us that it isn't poisonous, and ends by suggesting consumers write for a free fairy story book.  Uh huh. Black Flag Insect Powder (The Delineator, May 1917):

Still Here, Part 3

A few weeks ago we looked at the birth of the supermarket...now let’s see what items that were on the shelves of Piggly-Wiggly that we might still recognize today! Parts one and two of this series are available here and here.

As we head into cold season...Luden’s Cough Drops have been soothing coughs for a long time now. (Women’s World, August 1917)

Of course, if we want to keep germs at bay, we should have reached for the Lysol in the first place...(The Delineator, May 1917)

 Yes, they still make film, even in this digital age.  (The Red Cross Magazine, August 1917)

Spicing up sandwiches since 1867... (Ladies’ Home Journal, June 1917)

Though national Prohibition had not yet arrived, there were enough "dry" counties around... (Ladies’ Home Journal, June 1917)

Hmm. Shampooing with it?  (McCall’s Magazine, August 1910)

I just love this one--6,175 games played with one deck. Someone actually counted?  (Collier’s Illustrated Weekly, March 15, 1902)

And this week’s grand prize winner: I never knew that baked beans could be scientific...did you? ☺ (The Youth’s Companion, September 20, 1917)

Fashion Forecast: October 1917

This will, alas, be the last 1917 fashion report, as the research for my story didn’t really need to go much past early autumn of that year. I’ll miss watching the clothes evolve, though—fashion changed much more quickly in 1917 than it did in 1817.

So what was the well-dressed young woman wearing in October 1917, according to The Delineator?

“PARIS STRAIGHTENS OUT THE LINES IN ITS NEW FASHION OFFENSIVE" is the headline for a page of designs from French houses (including one from Chanel, at far right.) Though the barrel skirt still appears, more hints of the coming twenties are apparent, though busts are still visible.

Coats and suits in darker, quieter hues are the big thing in this issue, as is appropriate for fall wear. Details remain subdued as well, with groups of pleats on skirts seeming to be en vogue.

Dresses too are simply adorned. Large collars in both self and contrasting colors and lapels are the big thing, as are tiered skirts. Fabrics mentioned include charmeuse, satin, silk crepe, serge, chiffon, and gabardine--while the styles are simpler, most of the fabrics are still very feminine and luxurious.

Is it just me, or do those very high collars on coats look uncomfortable?

Skirts and shirt-waists remain popular...

And look! Nursing couture!

Clothes for teen girls...not very different from the "older fashions, are they?

More teen fashions...note the girl at far left, with her knitting!

Clothes for younger girls:

More clothes for girls...and check out the mother-daughter pajamas at lower right!

Clothes for small boys, with a few of them decidedly resembling "Campbell Soup Kids!":

What do you think of October 1917's fashions?

Fashion Forecast: September 1917

What was the well-dressed young woman wearing in September 1917?

According to the cover of this month’s The Delineator, “The New Factors in National Life have Produced New Fashions. The Dress of To-day is Simple. It is also Smart and more than ever Expresses the Spirit of Youth.” I think you’ll notice that this month’s styles are less fussy...but what an interesting note about “the Spirit of Youth.” Commercial obsession with youth is not a modern phenomenon!

In keeping with “the new factors in national life,” The Delineator includes an article on “War Ways of Making New Clothes From Old.” Among the suggestions: changing collars on old dresses, taking advantage of the narrower silhouettes of current style to re-shape old dresses, and using the current fashion for adding panels of different fabrics to dresses to smarten up last year’s frocks.

Always instructive to see are what goes on under the fashions. Undergarments were at a changing point, as both corsets (for the waist and hips) and brassieres (or “bust confiners”) were in use. And yes, in 1917, even articles on lingerie have a militaristic flavor: note the title, First Line Defense of the Figure!:

And now, the styles. The barrel silhouette is still in, but waists are dropping (foreshadowing of the waistless twenties). Prints seem to be out, and ornamentation limited to embroidery details and buttons:

Military-inspired styles of course are in...and at right is possibly one of the made-over colorblock styles mentioned above:

 
Also popular this month are blouses (known at this time as “shirt-waists” or just “waists”) and skirts, probably because it’s much easier for a busy mom working on her victory garden or sewing for the Red Cross to launder a waist than it is a dress:

More “at home” fashions:

And a look at clothes for teens:

Note the young lady at left knitting!:

A quick look at clothes for little girls...

And little boys:

And one last note: all of The Delineator’s covers were charming, and this one’s no exception...but one thing sets it apart. The artist was Maud Humphrey, whom you’ve probably never heard of but was a well-known commercial artist of her day. Perhaps you’re more familiar with her son, Humphrey Bogart? ☺

Fashion Forecast: August 1917

What was the well-dressed young woman wearing in August 1917?

The reality of war seems to have caught up with designers this month: overall, styles have fewer fussy details, and a definitely military flavor has begun to creep in, as can be seen in both The Delineator...

And in this month’s McCall’s:

 

 Military style coats and dresses with less trimming, also from The Delineator:

The new military styling coming in this month will spell the eventual end of the barrel silhouette seen in the dress on the left, but for now, it's hanging on:

A few more military fashions from The Delineator (she looks like an army nanny, doesn't she?!):

And a daring outfit "for active service" from McCall's which includes bloomers and puttees:

The consciousness of the country's war status extended to learning how to "make do" as well and find new ways to use old garments. From a multi-page article from The Ladies' Home Journal, here are some tips on recycling chic:

 

Of interest are a section on lingerie from The Delineator:

And sports hats from McCall's--the sweaty headband and disheveled ponytail look for sports was definitely a thing of the future.  I wonder if Columbia still has a Millinery Department? ;) :

And lastly, teen fashions weren't exempt from the military look either, as seen in The Delineator here:

And here:

And here in McCall's:

And let's not forget the kids...perhaps more than any other war in American history, World War I had an enormous effect on our popular culture (The Delineator):

What do you think of August 1917's fashions?