Spring Styles for 1915 from the Standard Mail Order Co. - The

I’m out of posting inspiration for the time (or, more accurately, I’ve got lots of inspiration, but I’m out of the mindset that allows me to sit down and pursue an involved research idea), so I’m turning to the catalogue stash for blogging material again. Up today: two pages from the Standard Mail Order Co ‘Spring Styles for 1915’ catalogue. The Standard Mail Order Co was an American mail order company that operated in the 1900s-1910s. They sold men’s, women’s and children’s clothes, hats and shoes, as well as a range of toiletries, trimmings for hats and clothes, and a few other small personal items. As far as I can tell, it had no relationship the Standard Pattern Company, which put out the Designer Magazine at the same time. Based on other mail order catalogues in my collection, Standard was low-midrange. Their pricing is slightly higher than Sears (the ultimate budget mail order catalogue), but significantly lower than Bella Hesse & Co, the creme de la creme of mail order fashion magazines. The priciest frock …

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1915: 1915 was a very pivotal year for fashion. It was the year restrictive Victorian styles began to give way to wh…