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St. Louis had an annual fashion show in the 1920s, The Fashion Pageant, showing off all the latest trends, shoes, hats and clothes to potential store buyers and fashion industry leaders. This is the scanned program, filled with advertisements, photos and descriptions, of the 1924 St. Louis Fashion Pageant.
The roaring 20s were in full force, and St. Louis was an important fashion city!
More fashion illustrations of what men and boys wore in the 1920s! It’s funny to see that ties were in fashion, for men and boys, and boys wore knickers. 5 pages of advertisements for mens and boys fashions from the 1924 St. Louis Fashion Pageant:
This starts out with a full page ad for The Snugset Clothes Company, which has an illustration of a fashionable man in a suit and alot of text (Men’s clothes that wear as well as they look!). Lion Hats by Langenberg Hat Co lets the picture do the talking. Bettmann-KleinHause Clothing Company (at 1204 Washington Ave.) has a full two page advertisement spread illustrating men and boys, and having on display: men’s suits, men’s overcoats, children’s suits, children’s knee pants, young men’s overcoats, young men’s suits, men’s and young men’s pants, and more.
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!
This 1920s advertisement just proves that babes in swimsuits have long been used to advertise products for men. In this 1924 advertisement for neck ties, a photograph of a girl in a swimsuit is surrounded by illustrations of mens neckwear, for Frank & Meyer Neckwear Co., 1130 Washington Ave.
This is really interesting- a 1924 business to business advertisement for shop decor and displays by St. Louis business, The Walter F Zemitzsch Co at 1617 Washington Ave..
The other advertisement is for Gibson Knitting Mills (at 1510-1512 Washington Ave) welcomes people visiting St. Louis for this fashion show, and features an illustration of a girl wearing a drop waist sweater, cloche hat, and holding a cane.
What a fascinating glimpse into the history of ready to wear clothing in America (and St. Louis’s little known fashion history)! This illustrated spread begins the program and schedule for the 1924 St. Louis Fashion Pageant of ready to wear clothes, presented in Forest Park August 7-24.