FrouFrou 4 YouYou

Chicago Fashion and Millinery History: The Chicagoan Magazine Part IV Fashion Advertising April 25, 2018

Fashion ads were plentiful in The Chicagoan. The first issue, June 1926 featured ads from the one high end fashion store, McAvoy, at 615 N. Michigan Ave. There was a 1/6 page ad for The Sports Shop of Lake Forest, with one shop at 633N. Michigan Ave, and another at Market Square in Lake Forest. Many of the intended readership had summer homes in Lake Forest, or along Lake Michigan, to escape the heat of the city. The back cover was devoted to CD Peacock for jewels. They had been in operation since 1837, when the city was first incorporated.  https://cdpeacock.com/the-history-of-c-d-peacock/

 

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

The following issue had those same advertisers, as well as Hartmann luggage, the Louis Vuitton of it’s day.

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

Perfume appears in the third issue, as well as Pearlie Powell on Michigan Ave, south of the bridge. The ads from Toujours Moi were repeated at times, all with a similar look.

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

The Nov. 15, 1926 issue has a a very informative ad from Pearlie Powell, with many top notch French designers in stock. They were certainly well enough established to be able to buy from so many leading designers while in Paris.

 

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

The available issues for 1927 start with July, but the only fashion ad was from Pearlie Powell. Perhaps others felt with so many readers on vacation this was not the time to spend on advertising. The last issue of July has one fur ad, Berman Furs, but then no fashion ads until Sept 24, when F.A. Arendt Importers from 171 N. Michigan Ave ran the first of two ads.

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

1928 is off to a start with the Jan 28 issue including an ad from Seidler Imports at 6N Michigan Ave, which they continued to include into at least 1929.

http://chicagoan.lib.uchicago.edu/xtf/view?docId=bookreader/mvol-0010-v004-i09/mvol-0010-v004-i09.xml;query=1926;brand=default#page/8/mode/1up

 

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

The first Saks Fifth Avenue ad for their NY store appears  Aug 8, 1928, and they continue periodically until, and beyond when they can announce their Chicago opening in 1931. Sept 22 reveals a Marshall Field ad for the new line, Marfield. It tells us each month in the first week they will be featuring exciting new stock.

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

Charles Stevens gets on the bandwagon in December 29, 1928. This was a banner issue for fashion ads, since it included Saks Fifth Avenue, McAvoy, Seidler , and among the newcomers: June Modjeska Shop at 616 Rush, Sonia at 416S. Michigan, Dobbs hats at Dockstader and Sandberg at 900 N. Michigan Ave. The issue came out earlier than the publication date, providing readers with gift giving ideas.

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

Martha Wethered was a store in the Drake Hotel and another across the street on the west side at the corner of Oak. They placed their first ad 10/2/1929, just before the stock market crash which created issues for rich and poor alike. Altho Martha’s stores survived the Depression, and endured a total fire loss, they ended up owned by Bramson, which also eventually went out of business many decades later.

One wonders how the advertising sales person for this magazine felt when thinking of the other fashion advertisers that issue. Those included Charles Stevens, Saks Fifth Ave, Blum’s Vogue, and other ad newcomers Betty Wales,

 

Copyright The Quigley Publishing Company, a Division of QP Media, Inc.

This seems like a good place to pause. Perhaps another couple of dozen ads will be added to this post at a later time. In the meantime, please indulge yourself in a feast of Art Deco with the online issues: http://chicagoan.lib.uchicago.edu/xtf/search?keyword=1926

 

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