Sears Spring & Summer Beach Fashion from 1938

I pulled out some of my vintage catalogues today. What fun they are to look through. These images are from a Sears Spring & Summer 1938 mail order catalogue. The catalogue itself is about as thick as a modern phonebook and has everything you could ever need for your home or wardrobe. The beach outfits and swimsuits are all on a grand two pages. Go figure?!? There are about a dozen pages just focused on girdles and corset's. I also spent some time gazing at all the hats. But less I digress, onto the swimsuits!

Perfect 1938 model of real high grade. Mast of fast-colored, pre-shrunk cotton twill in a gloriously bright Tropical print. Smart promenade coat flares gracefully from fitted waist. Swim suit has wool jersey lining in matching color. Coat and swimsuit $4.95, the lined swimsuit alone $2.94.

Beach hat: shady coolie hat of natural color imported Italian Rough straw with gay ribbon flower applique. Ribbon chin strap. $1.98


a) Dressmaker style flattering to all figures. Quick fastening, rustless, Talon-zip in front. Fruit of the loom cotton in colorfast batik print. $1.98
b)Shimmering satin Lastex stretches crosswise for figure control. Woven or Rayon, cotton and Lastex. Skirtless style with cotton lined front, deep sun back. $2.98.
c) Expensive looking fancy stitch, cotton lined from waist down. $1.98
d) All wool. Our famous classic 'skirted' suit. Of all worsted wool. Shaped lined bust, moderate sun back. $1.54.


Wear a sheer suit with ease and confidence! Both in flesh colored rubber. $.89

Really, aren't the beach shoes just adorable?

And finally for the men:

g)the top one is a zip-fastened detachable shirt of Zephyr wool. Heavy 2 ply wool worsted trunks $2.98.

h) Famous Catalina quality. Stretchable Lastex makes them fit better, look better. Light weight satin finish rayon, woven with Lastex and cotton. $2.95

j)Athletic cut white Zephyr wool shirt, zip fastened to trunk. all worsted wool $1.98.

k) Good all wool worsted, bar welt stitch. Simulated fly front. Fine belt. $1.00

l) Stretchable Lastex, woven with quick drying rayon and cotton. In corded rib of enduring elasticity. Simulated fly front, built in supporter. $1.98

Enjoy from GlamourSplash!