1940s

Explore 1940s St. Louis on the WWII home front through the 1943 Municipal Opera program, period business ads, and vivid personal photographs. Discover vintage fashion and pinup-style shoots alongside theater culture that reveal how entertainment, style, and commerce adapted to wartime realities. From local advertisements supporting the war effort to candid slides of daily life, this tag curates authentic artifacts and stories that bring the era to life. Ideal for researchers of WWII social history, vintage fashion enthusiasts, and St. Louis heritage fans seeking primary-source context.

Historical Bus Routes to the Muny in 1943

Historical Bus Routes to the Muny in 1943

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It appears as if bus service to the Muny at Forest Park during World War II was very comprehensive! Bus service extended as far as Gravois and Hampton, Grand and Holly Hills, 3rd and Washington (downtown), Florissant and Kingshighway, and Delmar and DeBalviere… a pretty wide radius!

Also in these last few pages of the 1943 St Louis Municipal Opera program, besides ads, was the list of large donors who gave to the Municipal Theatre Associations guarantee fund. It reads like a long list of old St. Louis society’s who’s-who and includes Adolphus Busch II and his son, August Buch (of the Anheuser-Busch brewery). It’s interesting to see who the early supporters of the Muny were!

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1940s Handmade Navy Blue Floral Brocade Midi Dress | Decorative Mother of Pearl Buttons | Vintage WWII Era Snap-Front Dress with Original Belt

1940s Handmade Navy Blue Floral Brocade Midi Dress | Decorative Mother of Pearl Buttons | Vintage WWII Era Snap-Front Dress with Original Belt

Step into a beautifully preserved piece of 1940s history with this extraordinary handmade navy brocade dress. Featuring a cleverly concealed full-snap front closure, dramatic power shoulders, and delicate metallic silver piping, this dress is a masterclass in mid-century home dressmaking.

Whether you are a dedicated collector of WWII-era garments or someone who simply appreciates the weight and texture of true vintage jacquard, this dress offers a flattering, belted silhouette with a story woven into every single seam.

Measurements (Doubled):
Bust: 40″
Waist (Belted): 34″ (can go up to 38″ unbelted)
Hips: 42″
Length: 42″
Fits like a modern Large.

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Vintage 1940s Clayton New York Rayon Print Dress | 40s Cold Rayon Midi Day Dress | Mid-Century Swirl Print Short Sleeve Gown Large

Vintage 1940s Clayton New York Rayon Print Dress | 40s Cold Rayon Midi Day Dress | Mid-Century Swirl Print Short Sleeve Gown Large

Straight from the vintage storage vault, this authentic 1940s “it’s a Clayton New York” day dress is a mid-century masterpiece waiting for a little TLC. Featuring a mesmerizing, swirling abstract print in rich teals, chocolate browns, and cool aquamarines, it boasts a classic 40s silhouette with intricately pleated shoulders and a side metal zipper.

She has been in deep storage for over fifteen years and is being sold exactly as found—complete with a warehouse slumber scent and a quirky, home-altered hem. For the vintage lover willing to give her a gentle soak and a few minutes with a seam ripper, this is a rare, generously sized piece of 1940s fashion history.

Measurements:

  • Bust: 42″

  • Waist: 34″

  • Hips: 46″ (Flows freely from the waist)

  • Length: 41″ (Currently, with the home-altered hem. Can likely be lengthened!)

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Vintage 1940s Black Rayon Faille Day Dress | Hand Stitched Mid-Century Double Breasted Midi | Film Noir Retro Dress Size L / XL

Vintage 1940s Black Rayon Faille Day Dress | Hand Stitched Mid-Century Double Breasted Midi | Film Noir Retro Dress Size L / XL

Finding a true piece of 1930s or 1940s fashion is a thrill. Finding one that actually fits a modern mid-size or plus-size frame? That is the ultimate vintage holy grail. This phenomenal, hand-stitched black rayon faille day dress features a classic film-noir silhouette, a double-breasted decorative button front, contrasting white piping, and a 36.5-inch waist! She bears the beautiful battle scars of a life well-lived and is ready for her next cinematic chapter.

Measurements:

  • Bust: 40″ (Features pleating that allows for a little extra wiggle room)

  • Waist: 36.5″

  • Hips: 46.5″

  • Length: 43″

  • Modern Size Estimate: Large to Extra Large (L / XL)

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Synopsis of The Great Waltz and more 1943 St. Louis Business advertisments

Synopsis of The Great Waltz and more 1943 St. Louis Business advertisments

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Here are more St. Louis beer and brewery advertisements and the synopsis of The Great Waltz from the 1943 St. Louis Municipal Opera Program.

Advertisers in these pages included: Falstaff Brewing Company, Manhattan Coffee, Efficiency Service Co (employment specialists), Griesedieck Brothers Brewing Company, The Circus Snack Bar at the Forest Park Hotel, and the Gaylord Container Corporation.

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1940s ads for St. Louis Businesses

1940s ads for St. Louis Businesses

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These 4 pages of the 1943 St. Louis Municipal Opera Program were a little less blatantly patriotic, but such a preponderance overall of beer advertisements and funeral parlors! In today’s modern theater program, you might find one advertisement for a Mausoleum, but not so many… it reminds me that 1943 was the thick of World War II when peoples’ husbands, sons, fathers and friends were coming home in body bags or not at all.

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Icecream cone high heels pinup PhotoShoot

Icecream cone high heels pinup PhotoShoot

I had such a fun time photographing Dixie Dupree, a pinup model in St. Louis, styled in her vintage pink dress and her whimsical homemade ice cream cone high heels! This modern pinup photoshoot captured the playful essence of vintage glamour, nodding to a time when fashion was fun, quirky, and full of personality. The session—a collaboration with Sherrie from Studio 281 Photography—celebrated the timeless charm of mid-century style and the creativity of retro-inspired photography.

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1945 Wedding Reception or Garden Party

1945 Wedding Reception or Garden Party

I found these fascinating slide photos in a box labeled “August 9 – 45,” showcasing what appears to be a 1945 wedding reception or garden party. The images offer a beautiful glimpse into post-World War II life, with vintage hairstyles, military attire, and family moments captured in vivid Kodachrome detail. From elegant gloves and dresses to a nostalgic shot of baking a cake with Domino sugar, these photos tell a story of hope and celebration during a time when the world was rebuilding.

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1940s street suit on Anita

1940s street suit on Anita

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This stunning golden yellow wool skirt suit is a pristine example of early 1940s wartime fashion. Photographed as part of my project documenting the clothing collection at the Carondelet Historical Society in St. Louis, this “1942 street suit” embodies the practicality and elegance of WWII-era style. Captured on South Broadway, a historic area in St. Louis that thrived in the 1940s, the ensemble reflects the era’s tailored designs, featuring padded shoulders, a modest skirt length, and careful attention to detail. Styled with vintage nylon stockings, pearls, gloves, and a period-perfect hat, this outfit brings history to life in an authentic setting.

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WWII WAC Uniform on Zizi

WWII WAC Uniform on Zizi

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Zizi V. brought the 1940s to life in the WWII Women’s Army Corps (WAC) uniform during this meaningful shoot. As my third and final model for this outfit, we explored outdoor settings and natural light to evoke the essence of wartime photography. Paying homage to the trailblazing women who served in the WAC during WWII, every element—from Zizi’s makeup to her era-accurate stockings—captured the authenticity of the 1940s. This series highlights both the emotional legacy of these women and the timelessness of their contributions.

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1940s Swimming Pictures

1940s Swimming Pictures

Step back in time with these stunning 1940s swimming pictures captured on Kodachrome film during World War II. These vintage photographs tell the poignant story of a young couple—likely a serviceman on leave and his sweetheart—stealing precious moments together during the summer of 1944. Discover the historical context behind the smiles, learn about wartime romance and leisure culture, and explore how these beautifully preserved slide scans offer an intimate glimpse into life on the American home front during one of the most challenging periods in modern history.

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A Brief History of the Muny – St. Louis Municipal Theater Association History (as written in 1943)

A Brief History of the Muny – St. Louis Municipal Theater Association History (as written in 1943)

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Explore the rich St. Louis Muny Opera history through these pages from the 1943 St. Louis Municipal Opera program. This archive includes the comprehensive Municipal Opera Productions Directory (from 1919-1942), offering a detailed glimpse into the evolution and milestones of the Muny Association, a cornerstone of St. Louis’ cultural heritage.

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List of St. Louis Businesses in 1943

List of St. Louis Businesses in 1943

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Discover the fascinating history of St. Louis businesses in 1943 as highlighted in the St. Louis Municipal Opera’s Silver Anniversary program. This WWII-era ephemera showcases local companies operating for over 50 and 75 years, revealing a vibrant economic history dating back to the 19th century. Explore businesses like Shapleigh Hardware, Christian Peper Tobacco, and Lindenwood College that shaped St. Louis’ economic and cultural legacy, all alongside wartime reminders to “Buy War Bonds.”

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1940s theater program advertisements

1940s theater program advertisements

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Here are 4 more pages out of the 25th Anniversary Program for the 1943 season at the St. Louis Municipal Opera (The Muny). The St. Louis Municipal Opera was started in 1918, and 1943 was the 25th (Silver Anniversary) Season. Included is an advertisement for the musical romance “Rosalie”, an ad for Hunter Meat Food Products (out of East St. Louis Illinois), Philip Morris Cigarettes, Alpen Brau Beer (and KMOX) promotional advertisement, and an ad for Nu Grape Soda (bottled locally by American Soda Water Co.).

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1940s Style Pinup

1940s Style Pinup

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This 1940s dress was such fun to photograph! It has red buttons down the front and an abstract polka dot pattern. I put a smart black hat on the model. Like many dresses of the era, it was unlined and meant to be worn over a slip or under=dress. We borrowed a rolling red wooden storage box as the only prop with this simple set. I love the model’s exaggerated “cheesecake pinup” expressions! She did her own makeup and hair, too.

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