# St. Louis fashion history
This ad is trying to sell the prospective business owner into starting a variety department or general store, and offers assistance with arrangement of merchandise, advertising (sale plans, newspaper advertising, and more), displays, merchandising (help with product markup, selection, and how to make a profit), office (how to keep books, and a control system that prevents over-buying), management (training your clerks, how to inventory, etc.,), and more!
Here are 2 miscellaneous advertisement pages from the 1924 Fashion Pageant that I just scanned. They contain ads for Dolls, Toys, & Holiday Goods at Fabricius Mercantile Company, American Lady Bobbed Hair Nets, Ladies Linene Dresses (stamped flat for embroidery), Stein-Poulson Manufacturing Company Trimmed Hats, Bertha Hat Company, and Wardle Company (Ribbons, Laces, and Neckwear).
7 shoe advertisement scans from 1924. Business to business marketing for shoe manufacturers in St. Louis, and old advertisements for shoes!
St. Louis advertisements for women’s dresses and hats from the August 1924 Fashion Pageant.
I like the illustration on the Gold Medal Hats advertisement, the best. The lady in a cloche hat and bobbed hair is draped with a shawl coming seductively off her shoulder, holding a feather fan. The birthmark on her cheek is in the shape of a heart.
This full color advertisement section of the 1924 St. Louis Fashion Pageant was delightful! There’s a full page ad for International Shoe Company with a lady wearing a green and yellow drop waist dress, a full 2 page spread for Rice-Stix, and finally a full page red and black advertisement for Garrison Wagner Printing Company.
These illustrated fashion advertisements from 1924 are so interesting! These ads seem primarily directed to retailers, rather than the consumer…. I’ve not peeked thru the pages further than I’ve scanned them, and I’ve not researched the Saint Louis Fashion Pageant yet, so maybe it was more of an industry thing like NYC Fashion Week?