Claire McCardell from Vogue 1952

I was going through some old Vogue magazines, looking for images that I could copy to use in my ongoing Vintage Clothing themed altered book project. I love the old Vogues (I am very anti current Vogue) I have a few from the 1930s, some from early 40s and some of the early 50s. I prefer 40s fashions, but I think of the Vogues that I have, I like the 50s ones the best. The 40s are during the War years, so the fashions are kind of basic, and there's nothing from Paris. The 50s magazines are filled with great images and lots of well known vintage manufacturer and designer names.
I came across one issue that had all of these Claire McCardell dresses. One was an ad for fabric, then there was a 2 page ad for Claire, and then 2 others were in the regular layouts. You don't often see so many images from one desginer in a single magazine, so I thought I'd copy them to share here. The photos are from the December 1952 issue.

The photo to the left and the 1st one below are from a layout called 'Print News in Cotton' photographed in Chile by Rutledge. The dress to the left is a print designed by Claire and called 'Alameda' It is from a line of fabrics by Everfast cotton called Panagra. The print was also used for a promotion with Panagra South American Airlines. The skirt of the dress is made of 4 long balloons and originally retailed for $60.
The dress below is an olive cotton print, also from the Everfast Panagra collection. Retailed for $40

The next images were from a 2 page layout ad for 'Panagra Cottons by Everfast' Both dresses designed by Claire, sunglasses also by Claire and jewelry by Olga Tritt. The 1st dress retailed for $30 and the second (love the drapey shoulder treatment) was under $50.

The final image was the 3rd part of the Everfast Panagra promotion. The stripe is called 'Santiago' and it is a 2pc dress with adjustable neckline, retailing for $40. It also includes a list of store where you could buy McCardell dresses.

Please click the images for larger views. Read a history of Claire's fashion career at History of Fashion and Costume
I put 'scanned by dandelion-vintage and copyright Vogue' on each image just so that no one would copy them to use as logos or other commercial use. Sorry, I'm just paranoid about image theft after an 'eccentric' website owner stole the backrgound image from my site and used it on her site, claiming that she just happened to make the same exact image that I made myself 6 years ago. The images do belong to Vogue and are posted here for Vintage Enjoyment only.


kelly said...

beautiful post! I LOVE Clare McCardell and seeing those photos just makes me want to go back in time ( yet again!) I too am also anti current vogue, nice to "see" someone else who feels the same for whatever reason!

Anonymous said...

add some pics of vinatge sunglasses!

Hana said...

I confess complete ignorance and didn't know who Claire McCardell was. Until now. Have been looking on the net, stunned into silence by her drapery and artistry.

So glad I found your lovely blog. There's lots to read and lots to admire!

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