The early 70s were my high school days. During that time I was very interested in fashion, sewed all my own clothes and was planning to attend fashion design school after graduation. During this time I lived in the suburbs of Chicago and loved to look at the fashion ads in the Chicago Tribune newspaper. Especially interesting was the once a week issue that contained a fashion section called “Feminique”. I can remember eagerly awaiting that issue every week. Not only was I interested in the fashions themselves, I was also intrigued with the illustrations and often thought how neat it would be to be a fashion illustrator! But my greater love was to create the fashion itself–so I stayed with sewing and construction.
My love of the illustrations was why once a week I would clip whatever fashion ads the Tribune had printed that week. Many of those wonderful illustrations were placed in a scrapbook that I still have today. I have scanned the entire 47-page scrapbook; the first page is seen here in color so you can appreciate its “oldness.” But to conserve on image space allotment, the remaining pages will be shown in grayscale. Some commentary will be quoted, so you can get a sense of the fashion terms of the day.
I had “colorized” some of the ads with colored pencils as you can see in the first page. You won’t see this in the grayscale images. The lines in some of the ads may appear darker than others because of the outlining I did on them.
These ads were collected from approximately 1971-1974. There are only two ads in the scrapbook with actual dates. One from 1973 and one from 1974.
The illustrations from my 1970s scrapbook will provide a visual feast to the person researching 1970s fashion history. It can also be useful to understand how to costume or dolls.
Pastoral Pastel – a pale, provincial print to wear over skirts or with your favorite jeans. Pink flowers on white cotton, with puffed sleeves, surplice neckline and smocked waist.
Zodiac by Encore – an uplifting experience
Thick of sole, high of heal…a step up in shoe fashion. Left: the sling-navy or chestnut brown leather. Right: our updated kidskin spectator-blue or brown with white.
Shirt saga – a tale of the West – interpreted in crisp polyester/cotton. Stripes and flowers in blue or lilac combinations, with non-stripe yoke and cuffs. A novel gift idea!
MAKE IT A DAY TO REMEMBER
If he’s your Valentine, show him! You know how…by looking your most romantic in something young and tender you’ll find at A Pair of Shoes – like wide slacks in brilliant colors, or a soft pastel pants suit. Shoes are just the beginning of our romantic story. Come in and see us.
RISE UP AND SHINE in this skyscraper platform that lifts you inches above the crowd! Great fashion in navy suede with light blue suede trim or tan suede with brown suede trim.
Unmatched togetherness… Suit yourself or someone else with this easy-to-be-in couple! Waist hugging plaid jacket, planted over solid cuffed hi-risers. Crisp Dacron polyester/rayon in pink or lilac.
Blazers bloom with spring feeling! Breezy seersucker in a myriad of perky plaids to brighten up your pants and skirts. A colorful must for your spring wardrobe, of acrylic/polyester.
Go to blazers for easy style and great versatility. Fall’s favorite: the cotton corduroy with slightly puffed sleeve and trim 3 button-styling. Choose yours with long or short sleeve in a variety of crisp fall colors
WALK THE LINE in this red and white checked gingham apron, which has been sewn into a dress. It’s $32 and features lace trim and embroidery motifs. It’s both park-perfect and lounge-around-the-house perfect.
Garland is ripe for stripes this season, with stretchy little cotton knit tops. Left: cuffed-sleeved cardigan over sleeveless V-neck pull. Right: scallop-edged U-neck pullover. Each in navy or poppy with white.
Taking the halter-knit route to sunny places, far away or out in your own back yard. Clingy white cotton knits-Organically Grown-ripe with exotic fruits or playfully dotted with navy. Left: shirt-collared longdress. Right: plunging halterdress.
Pink and poised-a pure delight from Oops! Shy but sensual…gently tumbling bouquets on a graceful glide of acetate jersey. Grand for garden parties, in shades of wine on pink.
…Or, there is a shorter caftan dress. Comes in red and white print.
THE SWEETHEART neckline is making a comeback. Judy Fell, owner of Mrs. Peel’s on Ontario Street, puts this neckline on her heart print dress with the puff sleeves, full circle skirt. Dress is white with blue dots, red/black hearts.
A MALE-ORIENTED dress, this long column of patterned cotton is done in a striped effect. Elasticized bodice, flounce hem, and spaghetti straps complete the look…in yummy colors of yellow, pink and brown.
THE SWEATER SET is big news. From Villager comes this red and green Tyrolean cardigan and vest. It’s worn with a red/green/white shirt and hunter green polyester pants, also by Villager. Red brim hat is $10.
PLAID POWER “CARTERET” brings you a long dress that’s set off by white cuffs and collar on a bright green plaid background. Also available in red.
The bright whites of summer from College-Town. Dazzling rayon/polyester separates accented with brown…easy-going co-ordinates, summer fresh and light. Left: short-sleeved battle jacket, and cuffed baggie pant with stretchy elastic waist. Right: tie belt smock-jacket, teamed with high-rise cuffed pant, and perky puffed-sleeved cotton blouse in brown and white print.
Clean-lined costuming from Popi. Wicker-weave battle jacket over matching dress…bodice of rib-textured white. Choose pink or blue polyester.
Max B’s Original Greek Collection – lines that are slick, showy and soft! as shown•Black leather with clover-leaf patent trim
SUPER SHOW! Hearty helpin’s of platform sole, heelin’ it into Spring. Geared for those super-looks. Navy w/White, Bone w/Red, All White or All Black.
HIGH-TIED AND HANDSOME The spectator takes to the heights in black and white or bone and tan.
a whole lotta crepe-in’ goin’ on and it’s all happening ‘neath the neatest little kiltie upper around. With skirts ‘n’ sweaters or paired with pants, this crepe solemate adds an extra ounce of bounce to every stride you take.
The jacketdress goes country….
Shirr-realistic shaping: a study in black or wine, created by Dawn Joy. Out school-party-work dress, tied demurely at back…with white collar and windowpanes on acetate/nylon crepe.
I-Beam takes you flying in fashion in this sherpa lined suede leather bomber jacket by AmBe. You’ll be on target for the colder weather.
Ankle-sweeping shirtdress of polyester jersey. Black with vibrant multi-color flowers..
Herringbone harmony by College-Town! Composed coordinates, finely tuned to your way of living. Anyway you arrange them, they’ll perform beautifully. Herringbone tweeds of wool/acrylic/nylon. All in brown or navy. Left: melodious mix – blazer, cuffpant, patterned acrylic sweater vest, hunting print poly-rayon shirt. Right: tailored trio – belted jacket, front-pleated skirt, acrylic turtle.
YOU CAN TAKE a late summer stroll in this outfit by Razzle Dazzle. Both the pant and the short sleeve-jacket are cut from purple denim, while the midriff T-shirt is striped purple-pink-white.
CHECK OUT THIS young, fresh looking dress, in a blue/white gingham check. It’s a halter neck, and the waist is sashed in back.
MAKE THE summer-fall transition in this cranberry-colored corduroy outfit. The skirt is pleated, the vest is quilted, the jacket is cut like a smock, the turtleneck is colored yellow.
“AFTER-FIVE” transitional separates. The black pants are wide-legged, in crepe. The simple halter and backless top are also in crepe. Topping it all is a black-white taffeta plaid blazer
A diamond is a girl’s best friend when it’s “Smoke Diamonds” eye makeup by Helena Rubenstein. Surprise your favorite guy the next time he takes you out to dinner and brush on this diamond look.
Glittering sailboats, set out to see
Painted sailboats glitter on a sea of blue, yellow or green cotton. This long sleeve jean top by Trafalgar Square comes in sizes small, medium or large.
super knit pantsuits
Fabulous, flossy touches on an enormously rich acrylic knit jacket and pant! Stacks of holiday styles: black, brown, hunter green, berry!
Special selling one and two piece dresses! Sketched blouse-jacket over gored pull-on skirt. Just one from our special collection, in assorted color and patterns.
“Little boy” duds by College Town They’re for romping with great good looks! Belted peplum jacket, and hi-rise, wide legged pants. Each in kelly/navy glen plaid wool/nylon. And a snappy tennis vest of kelly green acrylic.
Baby bewitchery…a divine duo of soft spell-binding sweaters. Daytime or evening enchantment for jrs. and misses, in cradle colors: white/blue, white/pink, or blue white. Lambswool/angora cardigan, Nylon/angora vest.
Embroidery adds a pocketful of color to this faded blue cotton shirt. You’ll find the bird of paradise perched on the back yoke in a bright garden and a spree of flowers on the front pockets. Brighten up your casual wardrobe in sizes S, M or L.
Holiday girls go country, in our demure little longdress. Printed bodice ties in back and melts into flowing solid skirt…the sleeves and collar are white, edged in lace. Navy/white or black/red/white acetate rayon.
FLIP BANGS MAKE this coil a special look from Dann DeHart in the Drake Hotel. Hair is blunt cut in precision-selected layers, then side swept off face into flip bangs. Back is cut into a point.
WEDGE YOUR WAY into casual shoes. From the top, a hand-painted frog rests on wooden heel of this shoe with white leather top, at Wieboldt’s. The espadrille with rope heel, canvas top striped in orange, yellow, beige; the wide leather clog with woven straw wedge heel; both at I. Magnin, Shoe Biz. Blue flowers bloom on a canvas clog, while blue denim covers this open-toe-slip-on; both at Wieboldt’s. Final two shoes at I. Magnin include a blue leather sandal with flower trim and woven straw heel, and wedgie sandal with canvas top and flower design.
Follow the fun in cotton denim overalls. Bib and suspender straps snap off, so you can also wear them as jeans. Soft cotton knit T-shirt in a pretty print
RAIN SHINER! Right as rain, right-priced for Big Day savings, our gleamy vinyl hat with a brim that flips back and forth. Have it today in white, black, brown, red, bright blue, yellow, beige.
the new romantics
Pure whites, sweet and true as the heirloom lingerie that inspired them. Young beauties, trimmed with fine embroideries, ribbons and laces. Made for pretty skin. A summer sun-tan. You–and all the lovely things that are coming. Polyester/cottons.
Finally! There’s someone who understands young hair…at Stevens UNDERGROUND hair place! It’s more than just an understanding; it’s a rapport. Our Underground hair-care experts are masters at the art of skillful scissors-shaping–geared especially to your hair type, face shape and individual lifestyle. Free-moving hair looks for today’s free-spirited young women. Organic shampoo, cut and blower set.
Using curling irons and/or heat rollers, our skillful stylists give life and bounce to your hair. So come in today, to the Underground. After all, your hair deserves all the support you can give it!
Double-collared dressing from Dawn Joy. Collar-on-collar…a new look in shirtdresses. Front buttoning and front-tying in soft, easy-care polyester. Comfy and wrinkle-shy at work and on dates alike! Choose solid blue or yellow with colorful “deco” print for accent.
Ready for spring IF YOU”VE ALWAYS wanted to wave and curl your hair, now’s the time. The close-cropped hair cut and wavy hair style is back, thanks to “The Great Gatsby” movie influence. Hair stylist Michael Kazan calls this his “Headliner” coif, which is shown from the side. Kazan will be at his salon, 700 N. Michigan Ave., today through Friday to cut and style hair in the new romantic look.
Call for me…I’m all cashmere! And all value…compare to coats selling at $200. Check the hand-picking, the sash and tabs. Pure chic in 100% cashmere, lovingly made for us alone in creamy beige, vicuna or navy.
The cotton gauze shirt will give first aid to your spring wardrobe
Wrap it all up with this light and airy collection of plaids and checks. All have rolled-up sleeves with a buttoned tab hold and come in junior sizes.
Alluring strap-sandal from Foot Savers. A delicate, flattering favorite, with open toe, draped vamp and shapely heel. Choose black, navy, bone, white or camel tan calf; also, black patent.
Bodyskimming basic from Susan Thomas. Free-moving and figure-molding, in DuPont Lycra spandex-Antron nylon. Built-in flattery gives day-long comfort to a slimming silhouette. New raglan cap-sleeve enhances Art Deco motif , grey-beige and a touch of rust.
FAMOUS MAKER SWEATER COATS, wrapped and tied to be just enough between you and the spring breezes! Both styles in bone-wite acrylic. E. Mexican Motif. F. Icelandic Motif
Golden bracelets by Napier. Shake-the-world accessory! Now whatever you do, wherever you go, wear pairs, mix and match. All, golden and weighty as jeweler’s treasures, so stack plenty aside for gifting, too!
PRINT DRESSES. Dots, geometrics, paisleys, a spring flurry of them, lightly priced. Easy upkeep, too, because they’re Ultressa of Dacron polyester. Polka-dot shirtdress with bow-tied neckline shown: white with green, red or navy.
Select your savings on a LaMaur ‘Vita-E’ perm or a frosting. ‘Vita-E’ perm protects hair during and after waving. The frosted look adds a rich touch of charm.
leather-like looks are tops for spring – SHIRT JACKETS
Even the sharpest eye couldn’t tell it’s pretend leather. Perfect over pants or skirts. Fabulous detailing; snapclosing, double snap pockets plus costly contrast stitching. Choose navy, brown or honey.
FRESH-CUT GREENS: making a crisp appearance for Spring, and staying around to cool your summer! Pedestal does the slip-dress with swingy skirt in white-dotted green then reverses the order of dots on bodice and soft tie-on jacket. Sleek machine-washable poly jersey.
This hooded sweatshirt will jog your memory. Remember the sweatshirt your little brother use to wear? Or the high school track team? Or the friendly neighborhood jogger? Well, Trafalgae Square has brought it up-to-date and entered it in the spring fashion race for juniors. Be a winner in red or navy.
The way to be seen by night: in the soft pajama. All cling, flow and sensual fluidity. Cap-sleeved top and wide-legged pull-on pant with fling-on shift jac. Black or red, splashed with a glorious burst of poppies. By Leslie J in luxurious Qiana nylon.
Reflections of the past…Our Cadoro collection, with all the striking, stark sophistication of the Art Deco style that influenced it. Chalk, tortoise, or jet with lucite “mirroring.” Square bracelet with mirrored sides, circular bracelet slice, ring, earrings.
the greatest look around…crisp white fake leather “SHORT COAT.” The coat news for spring is the favorite “short coat” that has the leather look. So versatile you’ll be able to wear it anywhere with your pretty dresses and snappy sportswear. Crisp white 100% polyurethane on cotton backing wipes clean of dusty marks! Elasticized at tie waist for a smoother fit.
Summer in College-Town
You love carefree sun-baring looks! Go for the easy going shirt-jac and smoothly styled cuffed pant. Each white or black poly/rayon. Body-baring halter, multi print poly/cotton.
Lickety split. Antique brass and brown leather flashed on a rare rose-finish wood clog.
Round the Clockers jaunty jeans clog
Denim is everywhere to be seen this spring, and it especially neat on your feet! Frayed blue brushed denim, lined in leather, nail studded onto chunky wooden sole with non-slip rubber underneath. Made in Italy.
Act III goes summer stock…with a talented cast of newcomers! Under your direction, these bright co-ordinates will be a long running success! Left: short sleeve cardigan-jac, white, green or yellow; over sleeveless tie-shell, white/green/yellow print; and matching 8-gore skirt. Right: rugby-stripe cardigan–green/yellow/white, over sleeveless turtleshell–green or yellow; and green or yellow pull-on pant. Each in carefree polyester knit.
three piecer pant suit by Ms. Fashions
Oh, what these dots do for you! White dotted, pique weave shirtjac and pant, spiffed with a solid shell. Silken 100% polyester knit. Orange, pink or powder blue.
Discover Photosun by Riviera! Amazing new angular glasses work like your own eyes do–getting darker as the sun brightens! Wear indoors or out…the Sun-Sensor lenses adjust automatically to brightness! Choose from many eye-protecting, face-flattering Photosun glasses with tortoise or wire frames.
Sun colors by Ronnie Didn’t Mean It are tops in cotton! Bright, smashing, super tops to summer in. We’ve sketched two from our collection of cool, comfortable 100% cotton tops. Left: multi-tone, front-pocketed sweatshirt. Right: zip-front, hooded jacket. Each in a variety of glorious colors with contrast stitching.
Growing up in a hurry. Khaki, red, white, navy, yellow, brown or denim blue canvas espadrille on a high rope and crepe sole.
Designed for comfort
Designer Liz Claiborne for Youthguild believes in soft, comfortable-to-wear clothes. Left, three easy separates pull together to make a soft suit. Fagoting trims the cardigan jacket and skinny strap camisole top worn over an a-line skirt. In off white. Right, wrap up spring with this little dress from Liz. Whether you choose pale blue, peach, or beige, this shiny surface knit takes you from the office to dinner with a change of accessories. Both at Bonwit Teller
Jones New York does twill with a crisp…The jacket’s short, the pants are snappy, and both are polyester twill gabardine-machine washable-in moonstone green, apricot sour, or off white. Team with cap-sleeved nylon T-shirt in blush, pale green, or buttercup
Garland helps you get your baring, in bouncy, brief-back sundresses. They’re so comfortable, you’ll practically live in them all summer! Left: V-neck halter–bees and flowers on white, edged with navy or plum. Center: collared halter, navy or red dots on white. Right: flippy, skinny-strapped skimmer, red or butter. Each of coolest cotton, sizes S-M-L.
Packing for the Riviera? Sun-kissed days, sea breezes…from Jones New York, luxurious take-alongs with the St. Tropez influence. Barest little halter, with lengthy skirt, and battle-jacket. Creamy peach tie-dye on silky fine combed cotton Avril broadcloth with precision top-stitching for intrigue.
Our Etienne shop loves the look…of bold body striping! Black with sweet cream, in two easy pieces of nylon knit. You’ll love the look…of our newly re-vamped store and our exciting Etienne shop! Come in today…give your wardrobe and your spirits a spring lift with our beautiful new fashions in their exquisite setting!
A bubbly burst of dots…Spring-right to top! Dynamic double dot shirt with floppy miniature-dot bow-tie…a sparkling stand-out, day or night! From Contessa Monique in luxurious Ultressa of Dacron polyester. Black or red with white.
The body-mediators by Jantzen! When your top and bottom are inches apart, Jantzen swim-separates are the perfect solution for anybody. A lush tropical flower print of green/brown/red/chartreuse in fluid nylon jersey. Underwired swim-bra, mated with bikini pants.
Lujano makes its point…as it peaks your interest. Slender heel comes to a point at back of ankle, while low vamp tapers gently to the toe. Add slender strap for an updated 30’s look, in black, navy, or caramel tan in patent leather.
Shades of glamour
Orange sherbet/cream/sand for the softest, slinkiest longdress this side of the thirties. Each a Nyesta spill of Antron nylon matte jersey. Buttoned and shirred empire. Draped dress and bolero jacket.
you’ve got it all, girl
Summers ultimate combination: the sheer breeze of a big top, floating over a little halter bandeaux, and cool running slacks. Bullseye dotted royal blue and white–smoothly turned out in polyester/cotton.
Afterdark pajamas Soft…luxurious…the last word in evening-dressing. From Miss Beege, our belted, elegantly draped tunic with wide flowing pant, in a sumptuous crepe-like poly/knit fabric by Initial Trends: Mint, aqua or vanilla.
Daffy’s Indian cloth beach beauties
Not really hand-loomed, but with the same interesting texture and gauze-y lightness of real Indian cloth. In yellow or natural color. Pant set with self-lined halter, crochet lace. Smock cover-up bib embroidered in multicolors. Bikini swimsuit.