Where vintage sewing is for everyone.
A brief history of Fashion Service
History
The Fashion Service magazines were provided first as a quarterly review in the Fall Winter 1920 issue, and later in 1927 as a monthly magazine. It often gave enough information for an experienced home seamstress to create an entire seasonal wardrobe.
Do not let the early simplicity of the cover fool you (they made them more colorful later on). The contents are pure illustrated and meticulously detailed genius.
The last issue appears to have been published some time in 1938.
Patterns
Fashion Service included lots of illustrations advertising sewing patterns from companies including Butterick, Excella, Ladies Home Journal, McCall, Pictorial Review, and more.
Later they offered their own line of Woman's Institute patterns - possibly in partnership with one of the large mail order syndicate companies operating in the 1930s.
A list among the last pages of each issue gave the pattern company, name, and price of the model illustrated within. This is one unique way to date the vintage sewing patterns in your collection.
Contents
One brilliant aspect of the Fashion Service was the regular inclusion of sewing pattern diagrams and detailed dressmaking and millinery lessons. The diagrams are always easily drafted and the included instructions were often illustrated, making them well worth the meager subscription fee.
We offer a free PDF download of one of the original 1930s Fashion Service patterns here.
Free Stuff!
If you would like a look at a typical Fashion Service Magazine, we offer a free download of the December 1929 Fashion Service here.
The Fashion Service Magazine List
1920 - In August of 1920, the American 19th Amendment to the Constitution is ratified, giving women the right to vote.
Fall /Winter - The 1st Edition is published.
1921 - In 1921, the iconic "Chanel No. 5" perfume is created by Coco Chanel.
1922 - In 1922 The British Broadcasting Company (BBC) is formed in the United Kingdom.
Fall /Winter
1923 - In 1923 King Tutankhamun's Tomb is opened by Howard Carter and Insulin is mass-produced.
1924 - In 1924, the very first Winter Olympics take place in Chamonix, France.
Fall/ Winter
1925 - The Great Gatsby is published in April of 1925.
1926 - Route 66, a major U.S. road is opened and John Logie Baird publicly demonstrates the television.
Spring
1927 - In 1927, Charles Lindbergh flies first solo transatlantic flight direct from New York City to Paris.
May - the first monthly Fashion Service issue.
July
August
October
November
December
1928 - Alexander Fleming discovers penicillin and Walt Disney's Mickey Mouse cartoon first appears.
1929 - The great stock market crash happened in October of 1929.
1930 - The popular cartoon character "Betty Boop" makes her debut in "Dizzy Dishes."
March
June
1931 - The US suffers the worst ever drought in its history, leading to the Dust Bowl years.
1932 - Al Capone is convicted of Income Tax Evasion & Amelia Earhart becomes the first female aviator to successfully fly solo across the Atlantic.
January
April
June
July
August
September
October
November
December
1933 - The U.S. 21st Amendment is passed repealing the 18th and ending prohibition of alcohol.
January - February
May - June
July - August
September - October
November - December
1934 -
Bonnie Parker and Clyde Barrow die after a shoot out with FBI.
May - June
July - August
September - October
November - December
1935 - Physicist Erwin Schrödinger publishes his famous thought experiment "Schrödinger's cat".
January-February
March-April
May-June
July - August
Fall Fashion Number
1938 - The first "Superman" comic is issued by Action Comics.
Summer Number - may be the last Fashion Service ever published.