1924 St. Louis Fashion Pageant

Discover the elegance and innovation of the 1924 St. Louis Fashion Pageant, a highlight of the roaring 20s that showcased the latest trends in fashion. This annual event was integral to the fashion landscape, attracting store buyers and industry leaders to witness a dazzling display of shoes, hats, and haute couture. Explore our scanned program, which is rich with advertisements, vibrant photos, and detailed descriptions that capture the essence of this iconic fashion show. As St. Louis emerged as a significant fashion city during this vibrant decade, this pageant became a pivotal platform for designers to present their creations and influence the style of the era. Immerse yourself in the history of the 1920s and celebrate the artistry and glamour that defined the St. Louis Fashion Pageant!

1920s Dresses, Millinery, Coat, and Textile Ads

Here are 5 more pages of historical 1920s advertisements for St. Louis businesses from the 1924 St. Louis Fashion Pageant. It's getting near the back of the fashion show program, and the ads are smaller and more modest- not the elaborate full page ads at the beginning...

1920s Shoe Advertisements: Women’s shoes, children’s shoes, and mens shoes.

7 shoe advertisement scans from 1924. Business to business marketing for shoe manufacturers in St. Louis, and old advertisements for shoes!

Brief History of McKays Shoes

These look like advertisements for two more different shoe companies in St. Louis! I kept seeing the name "McKays", especially "novelty McKays" shoes, and realized from the context that McKays are not a brand... so I did a little research into the history of footwear,...

1920s St. Louis Shoe Advertisements – 4 scans

Here are four scans of shoe advertisements from the 1924 St. Louis Fashion Pageant. Can you believe that there were this many, and more, shoe companies, designers, and shoe factories located in Saint Louis? Scanning this fashion industry publication has been an...

1920s St. Louis Fashion Advertisements

Here are two more vintage fashion advertisements from the 1924 St. Louis Fashion Pageant. Historically at this time St. Louis was a fashion center of the USA (and maybe the world) during the "roaring 20s"), especially as far as ready to wear clothing and shoe...
Advertisements from 1924

Advertisements from 1924

Take a journey back to 1924 and explore vibrant vintage advertisements from the St. Louis Fashion Pageant magazine. From Lammert Furniture’s luxurious offerings on Washington Avenue (now the home of T-Rex coworking space) to sleek Art Deco retail fixtures, men’s fashion from Korrekt Clothes, and flapper-ready dress forms sold by Belle Hickey, these ads capture an exciting glimpse of St. Louis’ roaring ‘20s consumer culture. Dive into the history of local businesses and the trends that defined the era, from linoleum carpets to Baldwin’s reproducing pianos—truly a snapshot of the dynamic and stylish 1920s in St. Louis.

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1920s Mens Fashion and Hat Ads

1920s Mens Fashion and Hat Ads

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.

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1920s General Store Wholesaler Advertisement – Butler Brothers

1920s General Store Wholesaler Advertisement – Butler Brothers

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!

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1920s Toy Advertisement & Misc Ads

1920s Toy Advertisement & Misc Ads

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).

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1920s Fur Coat Fashion Advertisements

1920s Fur Coat Fashion Advertisements

Step into the roaring 1920s with these vintage fur coat advertisements highlighting the luxurious style trends of Jazz Age St. Louis. Featuring elite furriers like Leppert-Roos Fur Co. and Landers and Pearlman Fur Co., located on Washington Avenue near the iconic International Fur Exchange, these ads offer a window into St. Louis’s pivotal role in America’s fur trade. Discover the craftsmanship, variety of furs, and the glitz of a bygone era that cemented St. Louis as a fashion and fur hub during the Roaring Twenties.

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1920s Business to Business advertisement, and Knit Fashion ad

1920s Business to Business advertisement, and Knit Fashion ad

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.

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