Cover or title page of the French fashion magazine La Coquette no. 139 for August 1924. August 1924, No. 139. LA COQUETTE. Monthly magazine. CIRCULATION 200.000 COPIES. Publishing company LÉON CLAUDE, Paris. Price per issue… France 2.25 frs. Abroad… 3.— frs. Subscriptions… France (one year, 12 numbers) 25.— frs. Abroad 35.— frs. [Descriptions of the illustrations on the cover.] J 8252. [Model without description: Short-sleeved, white jacket dress. Pleated skirt all around. Straight jacket and skirt hem with red, border-like embroidery.] J 8253. [Model without description: Medium blue chemise dress. At the hips, the fabric is gathered at the sides and held in place by attached belt-like trims on both sides. Collar, cuffs and necktie made of white fabric. Tie tied with a black ribbon and black embroidery. Vest insert and side panels with white piping.] J 8254. [Model without description: Short-sleeved, light brown-beige summer dress with a tunic-like front. The edge of the tunic front and collar are trimmed with brown braid. Brown fastening buttons on the shoulder. Boat neckline]. All patterns in this issue are sent against 2.25 frs. money order. Publisher and Owner, LÉON CLAUDE, 4, rue Rochambeau (Square Montholon) PARIS 9th district. PARIS, LONDON, NEW YORK, VIENNA, AMSTERDAM, ZURICH, WARSAW, BUDAPEST, STOCKHOLM. EDITED AND DESIGNED IN PARIS. PRINTED IN GERMANY. [Page 1]

LA COQUETTE. Advertising: Former Maison ED. CHAPSAL & CIE now F. MICHAUD, J. DALY & CIE. Successors of Edouard CHAPSAL & F. MICHAUD. 16, Rue Montgolfier — PARIS (3rd district). Button factory. Military trimmings. THRUST WEAPONS and HEADGEAR. FACTORY IN LYON. Telegraph address: RITA-PARIS. Telephone Archives: 60-55. Registered in the Trade Register, Seine no. 77,382. Embroidery, haberdashery, linings, furs, coutil cloth, rubberized fabrics. The ignorance of our own dispositions and weaknesses is a fertile source of failure and disappointment. To fight against this ignorance, follow the wise advice of the famous clear-sighted Madame LÉONA (33, Rue Pigalle 2nd floor), Paris. Consultations by correspondence 20 francs. WOMEN'S DISEASES. Sterility treatment. NERVOUS DISEASES. Detoxification cures — Hypnotism. FACIAL AND BODY AESTHETICS. — Official of the Institut Publique [Public Institute]. Doctor of FONTAUBERT. Mutual insurance company. 18, Avenue Carnot, 18 -:- PARIS (Star). Every day Sundays included from 11:30 a.m. to 1:30 p.m. and from 5:30 p.m. to 7:30 p.m. — By mail order twenty Francs. Dresses, coats, blouses can be found at ALYS :: 53, Rue Tocqueville, PARIS. Haute couture models. Moderate prices. Tel. Wagram 41-23 -:- English spoken. For all knitted articles ask for Angora Silk. ANGORA THREAD: In balls, in Skeins REQUIRE THE TRADE MARK 'C. P.' Angora spinning mill from Caen, PIERRE COLAS & GABRIEL PARET. CAEN: 16, Rue de Bras — Calvados, PARIS: 28, Boulevard St. Germain. EXPORTATION R. C. Caen 4623. LADIES, before ordering your dresses, suits and coats, go to the Maison des Modèles, 75, Rue du Rocher, PARIS. You will find ravishing things there at more than advantageous prices. LADIES. Listen to this: to refurbish your old forms of hats: straw, plush, felt, melusine, mole, contact the hat factory C. HENRY, 12, Rue Croix des Petits Champs. By a careful and meticulous work, all hats will be given back to you in the newest and latest mode. Knowing instead of ignoring. It is the success assured — Mrs. DINAH. Famous for her predictions. 34, Rue de la Condamine — PARIS. The future predicted by the Tarots. Sleep and Spiritism. Advice by correspondence against Frs. 10.-. Every day from 10 am to 8 pm. — Subway Place Clichy. CONSTIPATION. Diseases: Liver, Stomach, Intestine, Pimples, Scales, Hemorrhoids, Migraines, Stained Blood, Rheumatism are cured by the RENOVATOR of Abbe Le Gros. Brochure, free samples Adr. Ph. BOUTROY, 8, rue de Passy, PARIS. Curé de St-Aubin le Couf, (S.-Inf.). [Self-promotion of the publishing house Léon Claude, Paris] Très Chic [Very Chic]. EDITION OF GREAT LUXURY. SUBSCRIPTION PRICE: in France… 55.— frs. For abroad… 70.— frs. PRICE OF THE NUMBER: in France… 5.50 frs. Abroad… 7.25 frs. This publication, whose praise is not any more to be made, is destined to become the official collection of fashion, both by the authenticity and richness of the costumes shown and by its impeccable execution. It contains everything that is new in the field of haute couture. Each issue contains, in addition to a chronicle and description of the models, 8 pages of black engravings, 6 plates and a beautifully colored panorama. [Page 2]

LA COQUETTE. Article: N. N., The Tendency of the Fashion. A Few Lines on Dresses and Coats. [Four fashion photographs]. 1. Model BERNARD ET CIE. Simple dress in marocian crepe trimmed with extensive tucking completely covering the skirt and bodice. 2. Model AMÉLINA. Evening dress in georgette crepe. The skirt ruffles and collar are trimmed with glass beads. 3. Model ROSERAY BEER. Fancy white crepe suit dress with gold lamé and black and white embroidery. Pleated skirt. 4. Model GERARD. Boy's suit in white canvas with blouse trimmed with jabot collar. Photos: Studio Henri Manuel, Paris (1874-1947). [N. N., The Tendency of the Fashion. A Few Lines on Dresses and Coats]. Dresses and coats are more closely allied this year than ever before. You had become accustomed to owning many dresses and only two or three coats: so your morning, afternoon and evening gowns seemed a little isolated under the garment, which was sometimes very beautiful, but not always matching. — Now, this summer, with a touch of luxury and refinement, we've created a matching coat for almost every dress. — It's almost a necessity to choose this garment, because the fantasy of dresses and coats doesn't always go together. A plain black coat over an equally black dress has always been the order of the day, but you love painted voiles, printed crepe de chine fabrics, all the fantasies in a word that, to be discreet, should never be mismatched. — In this vein, we note that many designers are launching red and black printed crepe de chine dresses for the summer season. Needless to say, these striking dresses will remain fairly simple in form, but the embroidered or cretonne-encrusted coats we've generally seen won't do, and so you'll be tempted by the black coat, like the trimmings on the dress and lined with its color. — In this case, the coat remains all-black at will, but is often embellished with embroidery to match the dress, unless it shows inlays of the fabric. As you can see, these coats are essentially "city" coats and, above all, can only be worn with a dress, but you'll find that they provide an opportunity for additional dressing, which is always a source of satisfaction for an elegant woman. — More and more, it seems, coats are replacing jackets, even for tailor-made suits. They're not always as long as the skirt, which is why they're still known as "three-quarter coats". But the line remains more elegant, and sleeker; you have a beautiful line when you wrap yourself in the coat because it reveals your suppleness! — Coats, especially when they have to be made from the same fabric as the dress, are almost always without a clearly defined collar. Only for the classic coat that goes with all dresses, the black silk coat that everyone owns, will we see ermine or grebe collars, but other models will remain open-necked: in other words, a small, straight collar, only four centimeters high, will make an inconspicuous trim. — Some coats will also be collarless, only indented; perhaps to lend themselves better to the fashion of scarves, which are becoming more and more widespread. [Page 3]

LA COQUETTE. J 8255. Straight dress in gabardine or silk jersey trimmed with tartan ribbons running through two slits made at hip height on the right side. Long, tight fitting sleeves with normal armholes. Fabric usage: 3 m by 90 cm width. Pattern size 44. J 8256. Marocaine wool crepe afternoon dress. The long bodice is completely trimmed with long soutache braid. This type of trim is repeated on the lower sleeves. The skirt has three superimposed flounces, one of which, in the middle, is split. The upper flounce is lightly embroidered. This embroidery is repeated on the small turn-down collar. Fabric usage: 5.25 m by 80 cm width. Transfer pattern, 1 sheet. Pattern size 44. J 8157/58. Marocaine crepe three-piece with richly embroidered jaquette. The one-piece cut skirt closes on the left in a draped manner. It relates to the kimono bodice under an embroidered braid. This braid runs up the left shoulder in the form of a shoulder strap and also borders the sleeves. Fabric usage: 5.25 m by 90 cm width. Pattern size 44. [Page] 4

LA COQUETTE. J 8259. Youthful dress in georgette crepe or tussor silk. The back of the dress is pleated, and the front features a blouse bodice trimmed with two groups of pleats to which, under a belt, a rather wide apron is attached. The apron is cut at the bottom in a flared manner. The embroidery that borders the pleating on the skirt is repeated on the front of the bodice and also trims the sleeves. Fabric usage: 4.75 m by 110 cm width. Transfer pattern, 1 sheet. Pattern size 42. J 8260. Straight cut tartan wool dress for young girls. Cut from a single piece, the dress is trimmed at the hips with a very wide velvet belt passed through a metal clasp. Short sleeves, white linen collar. Dark braid borders the skirt and sleeves. Fabric usage: 3 m by 90 cm wide. Pattern size 42. J 8261. Straight dress in ecru-colored tussor silk. Cut from a single piece, the dress features free floating pleated panels on each side, mounted under two lightly embroidered belt tabs. The embroidery is repeated on the front and back of the skirt, on the edges of the small pockets on the bodice and front from the neckline and on the sleeves. Small turn-down collar. Fabric usage: 4.75 m by 100 cm width. Pattern size 42. J 8262. Town dress in plain wool trimmed with a wide border of interlaced braid. The flat, slightly full skirt rises to the braided hip yoke that joins it to the bodice. Two small pockets are set into the front braid. The dress is trimmed with buttons and buttonholes. Sleeves are attached to normal armholes. Fabric usage: 4 m by 90 cm width. Pattern size 42. [Page] 5

LA COQUETTE. J 8263. Midsummer dress in printed voile. Cut in one piece, the dress features groups of pleats in front and back. A plain bias tape follows the edges. The front opening reveals a white apron. Two white ruffles line the sleeves. Fabric usage: 4.25 m by 90 cm width. Pattern size 44. J 8264. Midsummer dress in printed georgette crepe. Shirt-shaped, the dress features four overlapping pleated ruffles on the front. Two ribbons run from the mounting of the first flounce to tie at the back. A wide, pleated collar trims the neckline. Fabric usage: 5.50 m by 80 cm width. Pattern size 44. J 8265. Midsummer dress in two-tone voile. Very simple in cut, the dress has darker sections on the front and sides, inlaid with openwork stitches or hemstitching and trimmed with fine pleats executed in groups. The neckline is adorned with a mounted ribbon. Ball buttons on front and waistband. Fabric usage: 3.75 m of light fabric 90 cm wide and 1.25 m of dark fabric 110 cm wide. Pattern size 44. J 8266. Afternoon dress in sulfur-colored marocain crepe. Slightly fuller at the bottom than most of this season's dresses, this model features a draped free moving fabric panel on the front of the skirt. The bodice with imitation front yoke under the side jabot is made from the same fabric as the dress. The long, tight cut sleeves have patches at the bottom. Fabric usage: 5.25 m by 90 cm width. Pattern size 44. [Page] 6

LA COQUETTE. J 8267. Crepe de chine dress trimmed with tartan ribbons. The dress is straight in shape, with a ribbon trim on the right side. The ribbons resting on the bodice are secured on both sides by seams, while those mounted on the skirt are trimmed at the bottom with small dark pleats. Fabric length: 3 m by 110 cm width. Pattern size 44. J 8268. Shirt dress in navy blue crepe de chine opening in front on a jade-green crepe de chine apron. A bias tape binding of the same fabric as the apron follows all edges of the dress. Fabric usage: 2.50 m of dark fabric 90 cm wide and 2.25 m of light fabric 80 cm wide. Transfer pattern 1 sheet. Pattern size 44. J 8269. Very pretty dress in ecru-colored tussah silk trimmed with variegated embroidery on the fabric. One-piece skirt closed on the left, embroidered pocket on the right hip. Blouse bodice cut in one piece with sleeves and closed on the left in a line with the skirt. Straight belt with clasp. Fabric: 3.75 m by 120 cm width. Transfer pattern, 2 sheets. Pattern size 44. J 8270. Bottle-green crepalga afternoon dress trimmed with beige collar edged with a small braid in the same shade, which continues on the skirt closure and repeats at the edge of the pocket. Kimono sleeves. Fabric: 3 m fabric by 120 cm wide. Pattern size 44. [Page] 7

LA COQUETTE. J 8271. Resort dress in very fine white wool jersey. Untrimmed skirt, smock blouse closed in front with brown ribbon. Georgette crepe collar. Fabric usage: 2.50 m by 130 cm width. Pattern size 44. J 8272. Navy blue silk jersey dress. Slightly full plain skirt, bodice elongated by a wide, shaped peplum with richly embroidered bottom. Slips over the head. A supple georgette crepe collar trims the neckline and passes in front under small lapels. Long, tight cut sleeves trimmed at the bottom with georgette crepe bracelets tied behind. Fabric usage: 3 m, 130 cm wide. Transfer pattern 2 sheets. Pattern size 44. J 8273. Three-piece in two-color wool jersey. The very narrow skirt is set on a sharp edge that falls to the left. The sack jacket is trimmed with a contrasting vest. It rests on a smock blouse that is slipped on over the head and whose right collar folds down into two small ones. The belt of the smock blouse is fastened with hemstitching or openwork stitches. Fabric usage: 3.50 m of light fabric and 1 m of dark fabric by 130 cm width. Pattern size 44. J 8274. Rust-colored poplalga straight dress with shaded embroidery on the edge of the skirt and across the bodice. A white linen collar with a lace jabot falls over the dress collar. Very short kimono sleeves. Fabric usage: 3 m by 120 cm width. Transfer pattern, 1 sheet. Pattern size 44. [Page] 8

LA COQUETTE. J 8275. Dress in printed marocain crepe and plain marocain crepe combined. The plain skirt behind, cut to shape in front, relates to the long, straight cut bodice that is put on over the head. The sleeves are attached to the normal armholes. They have plain edges. Fabric usage: 2.50 m printed crepe marocain by 90 cm width and 1.50 m plain crepe marocain by 140 cm width. Pattern size 42. J 8276. Straight cut dress in striped percale or soft wool. Tailored with an inlet at the front, the dress has a plain skirt at the back, pleated at the sides and rising under a wide belt into which two pockets run. A wide ribbon trims the neckline and passes under the two small lapels to form a tie at the front. Short sleeves. Fabric usage: 3.25 m by 100 cm width. Pattern size 42. J 8277. Dress in marocain or georgette crepe. A large group of pleats intersects the front of the dress. A narrower group intersects the back. Ruchings are placed across the skirt. They are repeated at the neckline and on the sleeves. Soft, knotted belt on the left. Fabric usage: 2.25 m by 110 cm width. Pattern size 42. J 8278. Chemise dress in foulard. A shaped flounce borders the skirt and rises on the left to the rosette that fastens the belt. Small kimono sleeves, round boat neckline. Fabric usage: 4 m by 90 cm width. Pattern size 42. [Page] 9

LA COQUETTE. J 8279. Midsummer dress in variegated georgette crepe. A plain tunic rests on a narrow sheath skirt slit on the right. The bodice, cut in one piece with sleeves, shows a square cut collar in front and round in back, and is adorned with a supple bias binding that runs through two slits to end in a bow. Fabric: 3 m by 120 cm width. Pattern size 44. J 8280. Pretty marocain wool crepe promenade dress. The skirt and peplum are pleated with a contrasting edge. The plain bodice is trimmed with a velvet belt. Lapel collar and cuffs with velvet trim. Fabric usage: 5.75 m by 80 cm width. Pattern size 44. J 8281 (Alexandra). Youthful dress in printed crepe or voile. An asymmetrical tunic rests on a narrow sheath skirt. Straight cut bodice gathered toward yoke cut in one piece with short sleeves. White collar with pleated edge flounce. Fabric usage: 3.75 m by 100 cm width. Pattern size 44. J 8282. Silk jersey promenade dress. Plain skirt with gathered front and shirring at the top. The hemline is decorated with embroidery repeated on the top and sleeves. A printed georgette crepe muffler accompanies this [simple yet distinguished toilette. Fabric usage: 3 m by 130 cm width. Transfer pattern, 2 sheets. Pattern size 44.] [Page] 10