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!

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

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1920s Ready To Wear Fashion Show – by the St. Louis Wholesale Garment Association

1920s Ready To Wear Fashion Show – by the St. Louis Wholesale Garment Association

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Discover the fascinating history of 1920s ready-to-wear fashion and St. Louis’s overlooked role in transforming the garment industry! This post explores the 1924 St. Louis Fashion Pageant, held at Forest Park, as a spectacular showcase of stylish, mass-produced clothing that defined an era. Learn about the city’s vibrant garment district and its contributions to affordable fashion in the Jazz Age, featuring coats, dresses, skirts, and more. A perfect glimpse into the evolution of modern style and the rise of accessible elegance for everyday Americans!

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1924 Cloche Hat advertisement

1924 Cloche Hat advertisement

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This beautifully illustrated 1924 advertisement features a fashionable flapper woman wearing a cloche hat, surrounded by an elegant Art Nouveau frame. Highlighting the popular Gaier Mirror Hats of St. Louis, Missouri, located on Washington Avenue—the hub of the city’s garment district in the roaring twenties—it showcases the sleek and functional design of cloche hats that defined 1920s flapper fashion. St. Louis played a key role in spreading fashion trends, as neighboring businesses like Lees Brothers Inc. competed to serve the modern woman of the Jazz Age. Dive into this historical snapshot of style and sophistication!

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1920s Women’s Fashions Advertisements

1920s Women’s Fashions Advertisements

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Explore stunning advertisements from the August 1924 St. Louis Fashion Pageant featuring women’s dresses and hats. From Madame Thomas’s elegant Elizabeth Dresses to Allois Schwartz’s ready-to-wear fall line, these ads reflect the liberating fashion of the Jazz Age. The intricate Art Deco-inspired illustrations highlight flapper-style drop-waist dresses, cloche hats, feathered fans, and bold accessories, symbolizing the vibrant style revolution of 1920s women.

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.

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

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