Hats have always played a prominent role in women’s fashion, and in the 1930s, they were considered an indispensable accessory for every outfit. Much like shoes or handbags, a hat was the final, defining touch to a woman’s ensemble, whether she was off to church, meeting friends, or attending a social event. The year 1935 was an especially interesting time in hat fashion, as the styles of the Roaring Twenties had given way to trends influenced by the new Art Deco movement, Hollywood’s growing influence, and the economic challenges of the Great Depression.
In this vintage blog entry, let’s step back in time and explore the smart summer hat advertisements featured in the 1935 Chicago Mail Order Company catalog. These advertisements showcase an extraordinary variety of women’s hats, reflecting both practicality and ornate designs—which were ideal for the modern woman of the mid-1930s. As cloche hats of the 1920s faded into history, women in 1935 embraced wide brims, smaller brims, and everything in between, in styles that highlighted elegance and femininity without breaking the bank. The hats perfectly balanced style and function—a necessity for many women living in an era still feeling the effects of the Great Depression.
As I compose this piece on Mother’s Day, it’s amusing to note that even these 1935 ads highlight hats as perfect Mother’s Day gifts! An advertisement in the catalog exclaims, “Remember, Mother’s Day is May 12!” For reference, in 2012 (when this blog entry was originally drafted), Mother’s Day fell on May 13. We can imagine how meaningful a beautiful new hat might have been as a gift back then for a mother or grandmother, just as flowers or jewelry might be today.
Hats during the 1930s were not only a nod to personal style but also cultural markers of the time. With Americana deeply rooted in frugality and ingenuity, catalogs like the Chicago Mail Order Company offered affordable yet stylish options for women who wanted to look fashionable, even if their budgets were tight. Mail-order catalogs were one of the ways women across the United States—farmers’ wives, city workers, or suburban homemakers—could stay up to date with urban fashion trends.
Below are 7 stunning hat advertisement scans from this catalog, which highlight the variety and creativity of women’s millinery styles in 1935:
- Wide Brim Sun Hats: Perfect for garden parties or a sunny afternoon stroll, these hats featured exaggerated brims to provide both protection from the sun and a glamorous silhouette. They often incorporated lightweight materials ideal for warm summer weather.
- Short-Brimmed Hats: Offering a sleek and modern look, these hats were often adorned with ribbons, veils, or floral accents. Designed for practical use during daily outings, their subtle style could be paired with both day dresses and smart afternoon wear.
- Art Deco Influences: Many hats were decorated with geometric trims, bold lines, or metallic details—a reflection of the Art Deco aesthetic still prominent in the mid-1930s. These flourishes added sophistication and flair, influenced by cultural trends in architecture, design, and film.
- Tilted Hats: One of the most recognizable trends of the 1930s, tilted hats were worn askew, tilted dramatically to one side of the head. This playful and flirty style was inspired by Hollywood’s glamorous stars and gave an air of confidence and fashion-forward thinking.
- Transitional Styles Between Eras: Pushing firmly away from the tight cloche hats of the 1920s, which hugged the head and hid much of the face, 1935 styles shifted towards more natural, soft-spoken elegance. This was a reflection of women’s evolving roles in society and a subtle rejection of the strictures of the past decade.
- Practical Everyday Hats: There were options designed for practicality, with women in mind who needed reliable accessories for outdoor work or errands. Still, even the more practical hats played with color and simple decorations to remain stylish.
- Ornate, Evening Styles: Special occasions called for elaborately embellished hats. These often featured luxurious materials like lace, tulle, or even fur, and were designed to pair with evening gowns or formal attire.
The 1935 Women’s Fashion Landscape:
Hats of the 1930s were deeply tied to the broader trends of the time. The economic pressures of the Great Depression meant that clothing manufacturers had to be budget-conscious, and they marketed their products accordingly. This led to innovations in design that maximized impact while minimizing costs. For women, hats allowed for a sense of elevated style—providing an opportunity to stay “on trend” even when they had to cut costs elsewhere in their wardrobes.
Another significant aspect was the influence of Hollywood. Actresses such as Greta Garbo, Joan Crawford, and Marlene Dietrich were seen donning chic hats in films, inspiring women everywhere to emulate their looks. Hats like those offered in the Chicago Mail Order Company catalog built a bridge between rural and urban women, bringing Hollywood glamour right to small-town America.
Hats were more than accessories—they were statements of personality, class, and taste. They could signify a woman’s social standing, her personal aesthetic, and her practicality. Even during tough economic times, they remained essential—not just for fashion but to keep the wearer warm in winter, shielded in summer, or protected during a rainy day.
As we look back at these advertisements, it’s fascinating to see how timeless some of these designs remain. Wide-brim hats and vintage-inspired styles often make a comeback, and their unique charm continues to captivate us today. These carefully created and lovingly rendered advertisements offer us not just a view of 1930s fashion but a snapshot of women’s creativity, priorities, and resilience in a challenging decade.
What’s your favorite hat style from 1935? Let’s hear it in the comments below! If you’re curious to learn more about vintage fashion or want to shop for timeless pieces, be sure to check out the rest of the Vintage Reveries collection.
Happy Mother’s Day to all, past and present—may your memories be as enduring as a classic 1935 summer hat!
Below are the 7 hat advertisement scans from the summer 1935 Chicago Mail Order Company catalog:
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