Today’s post is about my Eaton’s Catalogue Fall/Winter of 1940-1941 that I picked up at the Toronto Vintage & Antique show last year. The catalogue was in great shape, considering it’s age and is filled with many wonderful images.
Some background information about this specific catalog:
What is interesting about this catalogue as you are about to see, is that at the time of the creation of this book Canada has been involved in the war now since Sept of 1939, so we are moving into year 2. However when you look inside the book you would NEVER of know there was a war on expect for some teeny tiny little hints (which I will be showing you).The catalog is filled with furs, silk, every piece of machinery you can find, rubber tires etc. etc. etc.
Why was it like this?
Well after some poking around I found out that Canada did not start coupon rationing till 1942 (we did have in place a system called ‘Honour Rationing‘ at the time of the creation of this book. How Canadian of us), and clothing items like Silk started to be rationed in the later part of 41’ so it would make sense that the Eaton’s catalogue would carry on like it always had because nothing had really changed at this point.
Now onto the shopping!
Canadian Eaton’s Catalogue, Fall/Winter 1940-1941
Our first grouping of ladies are sporting ‘that better-dressed’ look at an in-expensive price’. I would love the second last 1940s dress on the right.
We do stumble upon a mention of the war with the bolero jacket dress description and the interesting colour choice you can have the dresses in called: ‘British Navy’. I’m wondering if it was changed from ‘Navy Blue’ to reflect our British ties?
The Junior section is always where I tend to see of the cutest dresses like the plaid one on the right. She is ‘Mad for Plaid!’. PLUS you can clearly see the militant look that came into vogue during this time in the two dresses on the left.
Further Reading: Plaid…A Fall Fashion Trend. The Vintage Edition
It’s always a treat when the catalogue posts some of their items for sale in colour. Look at those wonderful patterns and dress designs!
More lovely 1940s dresses! Oh my…….I would like an order of all 3 please! Once again dress 2 & 3 are in the military style, and their hats are fantastic!
As I stated above rationing was not really mandatory in Canada, so seeing a full ad for ‘Silk Hose’ was still 100% okay. -1940s vintage advertisement.
Your outfits are NOT complete without smart-looking 1940s shoes, that are moderately priced.
Even women’s dancing shoes are featured.
Further Reading: Time To Dance! Vintage Instructions To Get You Dancing In No Time
Lets also not forget that this is the Fall/Winter CANADIAN Catalogue, so take your pick of the warmest, classiest winter footwear on the block.
And now for most amazing shoes in the book. ‘Sled’ Heels!! WOW! Those are absolutely stunning!
1940s Hats Hats Hats! Here is a small selection of what was posted in the catalog. I’m a huge fan of the ‘Sideliner’.
Interesting find alert!, # 4 ‘The Crepe Topper‘. I have honestly never heard of this idea but now that I have, I want one…badly. According to the description below it’s “Finely pleated rayon crepe, encircling the neck and tying about the waist. It allows you to lend variety to a plain dress”. How cool!
Don’t worry men, Eaton’s has stuff for you as well. Monogrammed ties, that go with any of the shirts featured are perfect for everyday wear.
I love how the men socks below in their vibrant colours and patterns are also very popular right now with the gentlemen of today. Good style never goes OUT of style.
Other items you can purchase…Accordions!
Power Tools and Accessories for the home craftsman.
Beautiful 1940s Jewelry like, fruit necklaces (very popular with the vintage crowd right now).
And hair tools for the ladies. This page is always a favorite of mine, especially since I’m into vintage hairstyles and it’s fun to see the items I use today being sold 70+ years earlier.
Further Reading:
And that was the last image for this post today. I will be doing a part 2 soon featuring other catalogues during this time period. Will the Eaton’s Catalogue change as Canada gets deeper into the war, or will it remain the same as we have seen here? Stay tuned!
Question time: Do you have a favorite item featured above? If you do please share.
Note! As of Nov 15th, 2023 there was a copy for sale on eBay, which you can find HERE.
Would you like to own a vintage 1940s fashion item (or a replica of one)? Then take a look at the items for sale in my 1940s Fashion Etsy collection page (updated regularly), found HERE.
FURTHER READING:
- Fashion Highlights of an Eatons Catalogue-Fall & Winter 1934-35
- Highlights of a Canadian Eaton’s Catalogue, Fall/Winter 1940-1941
- Inside a Canadian Simpson’s Catalogue: Women’s Fashions of Spring and Summer 1945
- 1942-43 Montgomery Ward Catalogue Find
- Montgomery Ward Catalog Fall Winter 1942-1943. Part 2
Liz 🙂
Disclosure: Some of the links on my blog from Etsy & eBay, are Affiliate Links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
