VOGUE Patterns: An Evolution of American Style

With onset of WWII, the nation’s commercial and home sewing machines were manufacturing military supplies and rationing led to less fabric being available. Suddenly the fashion industry marched in a new direction as Represented by Rosie the Riveter. Embracing “sustainability with style” Vogue Patterns (V1903) and 1940’s sewing dress patterns overall required fewer pieces and less material. Resourceful and thrifty, women tapped their creativity for ways to dress themselves and their families. Vogue Patterns offered distinguished, wearable clothing that leaned toward slim silhouettes and showcased shorter, crop lengths for jackets and skirts with minimal buttons, trims, and appliques.

✦ DID YOU KNOW?

Sewing became a patriotic act and sewing circles were popular. By 1945, the number of US homes with electricity had soared to about 85%, allowing for electric sewing machines to be commonplace in US households.

In 1947, Vogue Pattern’s success was to see another surge, on the horizon of the 1950’s with the release of Christian Dior’s “New Look” Collection that took post war society by storm (V1963). A new sense of prosperity coupled with consumerism led to an uptick in home sewing and now public schools nationwide offered Home Economics. Textiles, including new synthetics were in abundance, making elite fashions attainable. Home sewing was promoted as a creative, cost-effective way to obtain a fetching wardrobe (V1669). Couture ballgowns (V2061) reigned supreme with Black-Tie cocktail parties being “in Vogue” again. Hollywood celebrated femininity and emphasized nipped waists and voluminous skirts on the big screen once again while TV shows featured runway worthy daywear (V1863). Femininity and extravagance were in full swing!

"Something to know about Vintage Vogue Patterns, especially in the 40’s and 50s, is that many of the clothing patterns had convertible components."

– Laura Corbett, Fashion Designer | IG Design Group Americas, Inc.

She goes on to elaborate, “Even though people weren't rationing, they expected their garments to be versatile to get sufficient value. They did a lot of little clever things with the patterns that could transform it from one look to another. An example is Vogue Vintage Model V1931, a luxurious ballgown that is two pieces allowing for several different combinations.”

Ms. Corbett adds: “An advantage for home sewists to use re-issued Vogue Patterns of vintage designs versus hunting down the original sewing pattern is the ease of sizing the garment. The older sewing patterns contained only one size in the packet, if it didn’t fit, then the home sewist must grade the garment up or down. Today, sewing patterns are generally available in four sizes per design with multiple cutting lines ready to follow.”

Modern fashionistas are still lured by Vogue Pattern’s retro dresses, vintage cocktail dresses, and unique looks from yesteryear. Rather than scouting the shops or the Internet for expensive wares, creative types and DIYers are encouraged to explore sewing with official re-issue vintage patterns, which offer modern multi-size grading and upcycle some of the fabrics you already have on hand and create a wardrobe of glam fashion looks.

All along the way, Vogue Patterns has been there to provide fashion forward designed sewing patterns to the passionate home sewist since 1899.

Founded in 1899, Vogue Pattern Service was a spinoff of Vogue's weekly pattern feature. In 1909, Condé Nast purchased Vogue and in 1914, Vogue Pattern Company was established. Two years later, Vogue patterns became available in department stores. In 1961, Vogue Pattern Service was sold to Butterick Publishing, which licensed the Vogue name.