McCall's Magazine Art & Advertising

▫ History of McCall's ▫

McCall's is known by many as one of the Seven Sisters of women's magazines, a group which includes Ladies Home Journal, Better Homes & Gardens, Good Housekeeping, Redbook, Woman's Day, and Family Circle. Advertisers were very fond of these magazines because of their demographic... middle and upper-middle class housewives, who often controlled the purse-strings and made many of the day-to-day buying decisions. Originally published by James and Belle McCall as a fashion illustration pamphlet in 1876, the magazine evolved and was officially named McCall's in 1897. One of the most popular features of the magazine are the many fashion patterns offered. These magazines are wonderful collectors items, and are full of great vintage ads, patterns and plates, and artwork by well-known artists of the times.

▫ Illustrator Malthe Hasselriis ▫

This brilliant blue print was featured in the Style and Beauty section of a 1933 issue of the McCall's. It was contributed by popular illustrator of the 30's, Malthe Hasselriis. While little biographical information is available for Hasselriis, he is probably best remembered for his illustrations of the book 'Tales of a Chinese Grandmother,' by Frances Carpenter. This captivating portrait of a woman with Japanese lanterns is one of my favorite McCall's images. Purchase

▫ Illustrator Eugene Iverd ▫

Eugene Iverd, pseudonym of George Erickson, was one of the most popular advertising illustrators of the 1920's. Some of his most well-known works appeared on Saturday Evening Post covers. He was also commissioned by Campbell's Soup, Monarch Foods, and other major brands of the period. The illustration at left appeared in a 1930's McCall's Homemaking section. This charming portrait of three youngsters skinny dipping is reminiscent of Norman Rockwell, an artist with whom Iverd is often compared. This piece is back in stock! It can be purchased here.

▫ McCall's Fashion Plates ▫

One of the most popular features of McCall's were the fashion illustrations that appeared in each issue. Many styles were original fashion patterns by noted designers, including Chanel and Lanvin. These patterns are popular collectors items for fashion students. They make for appealing wall art when matted and framed, and are appreciated and unusual gifts. For a complete selection of McCall's fashion plates please visit my online store. Purchase

▫ McCall's Advertisements ▫

Of course, each issue is full of wonderful vintage ads, such as this rare 50th anniversary back cover ad for Coca-Cola, celebrating 1886-1936...