Digital Download Advance Fashion News Flyer July 1948 Small Sewing Pattern Catalog
Advance Fashion News - July 1948
This single Advance Pattern Fashion News flyer captures a moment fashion rarely holds still for - Dior's New Look fully arrived (nipped waists, circle skirts, peplum jackets) sharing pages with a completely different silhouette built just for teenagers: playsuits, scarves, and shorts sets that have nothing to do with the hourglass. Sixteen pattern numbers and the original catalog copy Advance itself wrote to sell them.
Highlights
- Style 4895 is flagged "As Featured in Mademoiselle" - the only piece in this issue tied to a fashion magazine placement.
- 4893, the cover girl in red-and-white stripe, is called out "On Front Cover" on its own page - the flyer's clear top pick for the issue.
- Advance promotes its own "Teen-Age" line across four patterns - a playsuit and skirt (4902), a dress and scarf (4900), a skirt/shorts/shirt set (4901), and a dress and stole (4903) - treating teenagers as a distinct customer rather than folding them into misses' sizing.
- 4899 carries the most dramatic silhouette in the issue: a fitted, cross-front double-breasted bodice worn over a plaid skirt, closer to military tailoring than typical afternoon wear.
- 4911 stands out for construction alone - a deep pleated flounce at the hem, the only style in the flyer with that kind of dramatic trim treatment.
Own the Full Scan
Own all 8 pages of Advance Fashion News, July 1948 - every page, every pattern number, every line of catalog copy Advance wrote to sell them - digitally restored and ready to download today.
Connections
This catalog shows two fashion stories at once. Explore our ongoing exhibits showcasing the era's defining silhouette, The Ladies of the New Look, and casual looks for girls and women moving through history, Sporty Looks for Active Gals.
