Jazz Age Sex Appeal

Barnard Hewitt & Co., 1928

Lace bloomers and diamond-pattern rayon hose, cloche hats and Art Deco-patterned dresses – this was the “It” girls’ and flappers’ wardrobe in the summer of 1928. 1928 was arguably the height of Prohibition and the Jazz Age, with no hint that just a little more than a year from now would come the stock market crash that marked the start of the Great Depression. On page 49 of this summer flyer, men were being sold “Jazz Pants!”

There is something about 1920s catalog layouts and artwork that is as appealing and iconic in their way as mid-century-modern and space age were in their way. They have such rhythmic vitality, like a Kandinsky print.

I haven’t been able to find out much about Bernard-Hewitt & Co out of Chicago. They were on the scene by 1916 for sure, but it doesn’t seem like they survived that 1929 stock market crash. The moral? Live it up while you can.