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!

Own the Complete Archive:

Download the full 105-page high-resolution program, searchable PDF, and original 1924 advertisements.

Learn More

Add to cart

St. Louis Fashion Advertisements from 1924

St. Louis Fashion Advertisements from 1924

,

Here’s a captivating look at the August 1924 issue of the St. Louis Fashion Pageant, a local society and fashion magazine that reflected the roaring twenties in all its stylish glory. Featuring advertisements for flapper dresses, children’s shoes, and elegant coats, this issue highlights the city’s role as a hub of fashion and innovation. Many fashion companies were based on Washington Avenue, the heart of St. Louis’ bustling garment district, showcasing trends like beaded dresses, wash frocks, and non-wrinkle neckwear. Explore this unique time capsule filled with illustrations, ads, and photography from a pivotal era in American history!

read more
The Entertainment Features of the St. Louis Fashion Pageant (1924)

The Entertainment Features of the St. Louis Fashion Pageant (1924)

,

Step back in time to witness one of the most ambitious fashion presentations of the Jazz Age. The 1924 St. Louis Fashion Pageant wasn’t just a fashion show—it was an epic theatrical production featuring twenty-foot mechanical peacocks, revolving spheres, perfumed smoke, and sophisticated lighting effects that transformed Forest Park into a wonderland. Discover how St. Louis’s ready-to-wear manufacturers, skilled IATSE union stagehands, and theatrical innovators created a democratic spectacle that rivaled the fashion capitals of New York and Paris. Explore the technical innovations, cultural significance, and forgotten legacy of this remarkable event that showcased American fashion as performance art.

read more
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.

read more
1920s mens and boys clothing ads: Knickerbockers, hats, trousers and more!

1920s mens and boys clothing ads: Knickerbockers, hats, trousers and more!

,

Uncover what men and boys wore in the roaring 1920s with these vintage advertisements from the 1924 St. Louis Fashion Pageant! From knickerbockers and tailored trousers to adjustable hats and unique accessories, these old magazine scans highlight the stylish trends and innovative designs that defined the fashion of the era. Explore 5 pages of historic ads showcasing brands like Harris-Polk Hat Co, Apple Hat Manufacturing Company, and Masterbilt trousers by H. Siegfried & Sons—a true glimpse into the past!

read more
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.

read more
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!

read more
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).

read more
1920s Dresses, Millinery, Coat, and Textile Ads

1920s Dresses, Millinery, Coat, and Textile Ads

,

Discover the thriving world of 1920s fashion through authentic advertisements from the 1924 St. Louis Fashion Pageant. These vintage ads showcase dress manufacturers, millinery companies, luxury fur dealers, and textile suppliers that operated along Washington Avenue in downtown St. Louis during the height of the Jazz Age. Learn about the businesses, products, and economic forces that shaped American fashion during one of the most iconic decades in style history.

read more
Brief History of McKays Shoes

Brief History of McKays Shoes

,

Discover the fascinating history behind McKays Shoes, a term rooted in early 20th-century innovation and the rise of industrial shoemaking. Learn how the United Shoe Machinery Company revolutionized footwear production, why St. Louis became a hub for manufacturers in 1924, and how leasing the famous McKay machines shaped the shoe industry. Explore vintage advertisements and uncover the pivotal role of technology, fashion, and craftsmanship in footwear history.

read more
1920s St. Louis Shoe Advertisements – 4 scans

1920s St. Louis Shoe Advertisements – 4 scans

,

Rare scans from the 1924 St. Louis Fashion Pageant reveal a forgotten chapter in American manufacturing history: when St. Louis was the shoe capital of America. These vintage advertisements showcase an era when three St. Louis companies—International Shoe, Brown Shoe, and Hamilton-Brown—manufactured more than half of all footwear sold in the United States. Discover the rise and fall of an industry that employed thousands, shaped neighborhoods, and made St. Louis a fashion powerhouse during the Roaring Twenties.

read more
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.

read more
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.

read more
A woman in a WAC uniform reading a newspaper during WWII.

Get 10% Off Your First Vintage Find

Subscribe to receive a 10% off welcome coupon by email, plus early access to new vintage drops, behind-the-scenes sourcing notes, and scans of the old photos, programs, and paper ephemera I uncover and digitize.

Almost there! Please check your email inbox right now and click the link in our confirmation message to complete your subscription. (If you don't see it, check your spam folder!)

Pin It on Pinterest

×