French Mail Order Catalogs and Clothing Advertisements with Boys Clothings: The 1940s


Figure 1.--"Le petit écho de la mode" in its February 1947 issue suugested a complete "Trousseau" for a boy 3-4 years of age. Here are two of the suggested romper (barboteuse) outfits.

French mail order catalogs offer a very useful time line on changing fashion trends. Of course World War II and the German occupation curtailed the fashopon industry during 1939-45, but some interesting styles can be noted in the late 1940s. A 1947 sewing magazines suggested fancy blouses and rompers for younger boys. French catalogs and sewing mahazines show that various types of romper suits were thought to be very stylish for boys up to 7 years of age. I'm not sure precisely when mail order catalogs first appeared in France.

1940 (German Occupation)

The Germans entered Paris is June 1940 and the French Government surrendered. A French reader reports that the Germans had no impact on fashions, although clothing and material for clothing became increasingly scarse as the War progressed. Fashionable clothing was still available in the stores during 1940. We note a range of styles. Younger boys wore rompers and smocks as well as button-on clothing. Most younger boys wore short pants. Older boys might wear long pants, but both shirt and long pants styles were available and widely worn.

1941

We do not have much French advertisements during the occupation period. We have a few ads in 1941, but none yet for the later years (1942-44). We suspect that advertising declined, in part because clothing became scarce. Presumably production declined. Cotton which had to be imported must have become increasingly scarce. Large quantities of clothing was shipped to Germany as war reprirations. We have few details about rationing during the occupation at this time. France in 1941 was under German occupation. Unlike other countries invaded by the Germans, war damage in 1940 was rather limited. The Germans thus gained control ober a country that was relatively undanahed. In addition, throughout most of the year it looked like the Germans had essentially won the War and there would be no hope of liberation. As a result there was little resistance to the Germans in 1941. Many French councluded that they would have to simply make do as best they could. Fashion magazines continued to publish in 1941. The fashions do not appear to be notably different than befpre the German occupation in June 1940. One magazine offered patterns for fancy button-on outfits for little boys and cape type rain coats for boys and girls.

1942


1943


1944 (Liberation)

Clothes and fabric for new clothes became almost impossible to obtain by 1944. The Allied air campaign aimed at making it impossible for the Germans to move and supply the possible invasion beaches was affecting the French railroad system. This was affecting the French economy and industrial production. Clothes that were produced were being shipped to Germany. Much more damage was done during the liberation and the allied bombing that led up to it than during the German invasion in 1940. The damage in northwestern France around Normandm Caen, Cherborg, and St Lo was of course especially severe. But the transportation system throughout France, especilly the railroad system was devestated. The Allied finally invaded Normandy in June 1944 and Paris was liberated in August.

1945 (War Ends)

The fighting moved to Germany in 1945. Still France was economically devestated by the War. The economic locations were massive. Jobs were scarce and thus fashion was not a major consideration in 1945--especially not boys clothes.

1946

The June, 1946 issue of Mode Pratigue shows fancu outfits for children. There were puffed sleeve blouses and short pants for the boys and fancy dresses for the girls. Some of these outfits look like Firt Communion outfits. One outfit was in the sailor style.

1947

A 1947 sewing magazines suggested fancy blouses and rompers for younger boys. The magazine offered suggestions for a complete ensemble including a cap and coat.

1948

The February 1948 issue of Mode Pratique showcased toddler outfits. The girls wore little dresses. The bows wore rompers. The cover showed a girl in a pink dress and a nboy in blue rompers, but there was also a girl in a blue dress. Oe of th illustratins showed a boy in gingham romper.

1949

The fashion magazine Le petit écho de la mode offered patterns for dressy romper suits for boys from 2 to 7 years of age, both one piece suits and two piece sets. They were marketed for "le garçom modéle".






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Created: August 28, 2001
Last updated: 4:02 AM 2/3/2005