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»FOR

DANCE
TEA
THEATER«

IN THE 1920S, A CLEAR DISTINCTION WAS MADE BETWEEN DAY AND EVENING CLOTHING. GABRIELLE »COCO« CHANEL, THE MOST INFLUENTIAL PARISIAN COUTURIÈRE AT THE TIME, CALLED FOR SIMPLE CLOTHES THAT COULD BE TURNED INTO DAY- OR EVENINGWEAR BY COMBINING THEM WITH DIFFERENT ACCESSORIES, SUCH AS »PEARLS BY DAY, DIAMONDS AFTER 8 P.M.«

»PEARLS BY DAY,

DIAMONDS AFTER 8 P.M.«

With the slogan “For Dance, Tea, Theater,” C&A´s ad from October 30, 1921, promoted simple dresses that—with the addition of selected accessories—lent themselves to very different occasions.

THE »LITTLE
BLACK DRESS«

The dress that became known as the “little black dress” fits perfectly within this context. A fashion classic still worn today, the little black dress is suitable for a wide variety of occasions. Since 1919, the fashion press had been increasingly talking about dresses in black—and in 1926 these dresses experienced a boom.

On October 31, 1926, a C&A ad featuring two coats and a sleeveless black dress proclaimed “The Latest Trend: Black.”

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ADVERTISING GALLERY
December 15, 1929 / ref. no. 1406
April 16, 1927 / ref. no. 128548
November 16, 1924 / ref. no. 1404
March 11, 1923 / ref. no. 1403
October 21, 1926 / ref. no. 1405
September 29, 1927 / ref. no. 1406
April 27, 1924 / ref. no. 1403
October 30, 1921 / ref. no. 1403
December 15, 1921 / ref. no. 119437
October 31, 1926 / ref. no. 119437
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