French Catalog Scans: Belle Jardiniere

[Flat Foot Floey]

Au Bon Marché Hivier (Winter) 1933/34 Menswear

 

[Flat Foot Floey]

 

[Flat Foot Floey]

Is this the official french catalog scans thread now? I have some new one but don't know if I should make an extra topic. Maybe edit teh title to make it more universal?

meanwhile here is a cool catalog about cycling outfits. Love all of it!
http://www.archivalclothing.com/2012/11/shopping-from-1938-unis-sport-catalog.html

 

[herringbonekid]

great stuff, this DB notch sweater looks familiar:

 

[esteban68]

I know what I'll be wearing at the October local 'tweed run'!

 

[Flat Foot Floey]

Here is some more of the french knitwear/sportswear stuff in action.

http://greensleevestoaground.wordpress.com/2011/12/16/cerdan-et-son-heritage/

 

[Chasseur]

Flo,
Thank you for adding to the thread, there is plenty of inspiration in those bicycle catalogs!

 

[Flat Foot Floey]

More a Lookbook than a catalog...

 

[Fastuni]

Brilliant stuff.

I wonder about the title though... was this a kind of "semi-official" guideline to tailors published by a "fashion institute" of sorts?

 

[Nick D]

Wonderful!

 

[Metatron]

13 and 14: I swear those exact outfits (including the moustache ) were in Rules of the Game

 

[Two Types]

Illustrations 7, 11 & 12 are how I see myself (in my dreams).

 

[Fastuni]

Figure 10 is a good inspiration for what one can do with odd striped suit trousers.

 

[Flat Foot Floey]

Figure 10 is a good inspiration for what one can do with odd striped suit trousers.

Yes, it really works as long as the color contrast is still there.

TT & Metatron: They look great, don't they? Typical for the 1930s but also very french.

Brilliant stuff.

I wonder about the title though... was this a kind of "semi-official" guideline to tailors published by a "fashion institute" of sorts?

Hmm I think they are more like a "look book" and tailors could buy the pictures for advertising. Of course not every tailor had an own illustrator at hand, right?

This is on the first page after the cover:

 

[Baron Kurtz]

[high school modern languages class, you were NOT in vain!!]

That page is an exhortation to the benefits of advertising ("you know the benefits of advertising" etc.) and showing customers the available models, and selling copies of the 16-page booklet to tailors that their customers could take away, or to be used as local mailshots for the tailor (see below).

For example the 1 pour hommes is 160 Francs for the first 100, and 120 Francs for each subsequent 100 copies.

2 pour hommes is showing the prices for 100 booklets with the tailor's company name and address printed in it.

3 is for the women's supplement.

 

[Flat Foot Floey]

Thanks for the translation. I figured the same. Other than a catalog this pictures are meant as inspiration for a style. The tailor still has to adapt them for his customers. So "mismatched" outfits were really planned and fashionable not only a result of orphaned jackets.

 

[Baron Kurtz]

Yes, they were like guidebooks for what was going to be in style that season.

I have a bunch of them, and the styles really don't seem to change much from year to year, even over a decade.

 

[Fastuni]

But what about the "officielle" in the title?
Was the publisher affiliated with the French state?

 

[Baron Kurtz]

Yes, that's always interested me. I just can't imagine that even France, with their obsession with officialdom (proscribed baby names, Académie Francaise, etc), would have a government-approved range of fashions.

 

[Barmey]

A rather excellent facebook page dedicated to menswear illustrations from the french magazine Monsieur.

https://www.facebook.com/pages/Monsieur-Revue-des-élégances/227013540754843?fref=ts