September 5, 2013
Vintage Montgomery Ward catalogs from the 1940s and the 1950s are my favorite vintage department store catalogs to collect. The photography, layout, typography...everything is just perfect and so relevant to the style and look I aim to achieve for Adored Vintage. I'm particularly smitten with these vintage catalogs because of the muted color hues (usually in the cream and grey family) they use for their cover images. The design is so minimalistic and just completely ahead of its time. Bravo catalog designer, whomever you may be!
First up, we have some amazing vintage 1940s coats. The shapes are almost always a-line with broad shoulders. These coats are both simple and luxe looking made from thick wools and accented with fur. While I'm not particularly a personal fan of 1940s coats (my small frame just can't pull it off), I know several gals love these vintage coats and wear them with modern ease.
Next let's move on to the dresses featured in this Montgomery Ward 1940s department store catalog. Most of the photos are in sepia tones, so I have no idea what the actual dress colors are (although the catalog descriptions do describe what colors the dress come in). I love the dresses directly below. Casual daywear for the 1940s and the row below them are dubbed "Brunch Coats". Isn't that fabulous? I'm going to dub one of my wrap dresses a Brunch Coat. Vintage 1940s day dresses like these periodically make their way into the Adored Vintage shop.
Moving on to sweaters! Now, I may not be such a big fan of 1940s coats...but I do have a very soft spot for 1940s sweaters! I don't come across too many during my vintage hunting and gathering trips, but when I do, I mostly keep these knitted beauties for myself. These shown are terrific choices for a Holiday Party don't you think?
This Montgomery Ward catalog also features several pages of beautiful vintage blouses, vintage skirts, and even "Work Clothes" for women! I love (absolutely adore!) these pantsuits and overalls as work clothes. I may have to look into hunting down a pair of these for myself someday!
The vintage blouses all have typical 1940s fashion trends such as extended shoulders, dolman sleeves, and neckline details. The first skirt (top left) I am just crazy over! All those buttons, the panel in front, those pockets! Maybe in someday this vintage gem of a skirt will find it's way to me.
And lastly here are some vintage accessories from the 1940s! The catalog doesn't cover accessories too heavily and there are only a couple of pages of vintage hats, belts, and gloves. I absolutely love that all the shoes are either black or brown and complement the handbags! It would be so easy to play mix-n-match with these vintage shoes and vintage bags!