Meyer's Modeblatt 1946 - No. 14, 6th April

So, here we go - another issue! On the cover - a little girl in a classic girl's dress, the pattern for which of course was available through Meyer's.

The fashion

White summer dresses for hot days! As it says - nothing looks as great against tanned skin, and nothing keeps you as cool.

Summer things for the kids too...

 

And some things you can knit for them too...

Make it yourself

A travel case for your undies! Made of cardboard covered with fabric and with some pockets and elastic bands to keep everything in place.

Hollywood!

Time again to introduce a movie: "Lost Angel", which according ot IMDb is already from 1943: http://www.imdb.com/title/tt0036120/?ref_=nm_flmg_act_54

This'n that

Laufen an der Birs - a pretty, almost medieval-looking town.

Revolutionary - a shop giving it's employees the Wednesday afternoon off (traditionally this is the one week day here when nobody has school in the afternoon). Oh I wish...

 

An age-old discussion that has been going on over the last few issues - should the guy pay for everything when he takes a girl out - or should she be modern and pay for herself? There are all sorts of opinions coming up. Interesting to see how seemingly hotly this was discussed then. But in contrast to maybe today, there's another thing that crops up - not everybody might have been earning that much, and for some young men, their purse might have been stretched to the limit when they took a girl out and paid for everything. Some of these responses also deal with that - and how to then do it the right way and pay without making your guy feel bad.

 

The mixed news page - the British aircraft carrier "Indefatigable" returning home to Portsmouth, the Dutch crown princess Juliana on holiday in Switzerland, a German opera singer who had worked in Switzerland in the 30s and then moved on to the US, and Italian actress visiting Geneva, a women's ski race - and other interesting people.

For the housewife

Serve your hard-working husband his breakfast in bed on a Sunday... but don't fear, the article also suggest that those men who are always home to eat on weekdays too, do this for their wives! And what if you're a single guy? Well, treat yourself with some of those recipes! Now, these are suggestions I like - I doubt this is a mag a (single) man would read, but it's nice seeing that they suggest these things too.

Ad-tastic

This issue has all sorts of fantastic ads! Toothbrush and toothpaste ads with a scientific touch are  nothing new, as this ad shows:

The toothbrush that is shaped after the newest scientific research!

 Shoe cream ad - very stylish!

Roger & Gallet - this is a company that needs no introduction I think. This ad though doesn't refer to their famous soaps, but to a face cream for the day - crème fond de teint, the right base to matify your skin.

A princess-shaped slip made from Yala jersey fabric. This is the typical shape, as it's advertised in other late 40s brochures and mailorder catalogs I have. I even have a rayon (not jersey) slip made exactly in the same fashion.

Turitex - a frabric from the Strub fabric company. It extolls the many advantages of this fabric. It doesn't say what material it is, but it seems it was some kind of synthetic fabric that was washable (even at high temperatures!) and "always feels fresh". Sounds like every woman's dream - and makes me think of all those 1960s ads for "modern" polyester fabrics, extolling their virtues and easy care. Well, as you see, many things are older than one might think!

On the other end of the spectrum... is Grieder, Zurich's traditional high-end department store. It's still around today, carrying all the expensive big-name brands. They started more humbly, and mostly sold silk fabrics, notions and accessories at first, as this article on the company history tells us: http://www.nzz.ch/aktuell/startseite/articledc0ok-1.186615

Another well-known brand - Bernina sewing machines! This ad talks about how great it is that their machines have the zig-zag stitch, which saves you from having to do this by hand, to keep the fabric edges from unraveling!

Handbags!

Slimming-ad
Orbal - of course, what else, and always the same...

Breast-enhancement ad
Yes, you guessed it, Rondoform for the n-th time! This time, their plug was that nature itself was the best proof how it works. Duh.