Marjorie Montgomery

The California "Play Things for Evening Wear" Creator

We were very fortunate to run across about 70 old magazines from the 30s and 40s in fantastic condition. One of the magazines was the Saturday Evening Post from November 9, 1946. There is a fantastic fashion article in there written by Frank J. Taylor talking about the beginning of California sportswear and the birth of The California Apparel Creators. Since we have a dress with this label now on our website (see picture to the right), we were very interested about the information on Marjorie Montgomery.  Although she lost her company in 1940 and the right to use her name, the label still existed.  Here is the excerpt about her...

"Take Marjorie Montgomery, for instance, one of the inner group known as The Affiliates, old-timers who have been in business ten years or more. Mrs. Montgomery was a widow living on an Arizona ranch when she first undertook to 'move cotton out of the kitchen' by designing cotton dresses with more color and style. At that time Mrs. Montgomery bought her materials retail at the department stores, and her thread at the five-and-dime, because she hadn't yet discovered that there was a wholesale market where she could get her materials for less. Ultimately, her flair for design brought so many orders that she sold the ranch, moved to the city and set up a shop, which she lost in a deal in 1940, along with the right to her own name on her own dresses." 

"Undismayed, Mrs. Montgomery started anew under the business name of Marjorie's Things, Inc. About that time she hit on the idea that made her a leader in the Southern California women's wear business..a play suit over which a woman could wear a short skirt to be dressed for the outdoors or a long skirt and a jacket for more formal wear. In a bag about the size of a purse a woman theoretically could be packed for the week end and, by the simple process of peeling off or putting on jacket, blouse, skirt, slacks or pedal pushers..depending on the ensemble..could be ready for any kind of shindig from a dinner to a swim."

"While Marjorie Montgomery is generally credited with originating what the trade calls 'play things for evening wear,' some of her rivals have carried her idea to the ultimate. Joseph Zukin made several week-end-wardrobe ensembles consisting of a flowing, Spanish-sleeved bolero jacket and long skirt, worn over black shorts and bra. With one of these outfits beneath her fur coat, a woman could peel or put on as the occasion demanded. The ensemble deal, as developed by Fay Foster, Pat Premo, Addie Masters and others, isn't the heavy end of the market, but it is important, and it sets the pace for what the Southern California Apparel Creators like to think of as their crusade to emancipate women from the strait jacket of formal tailored styles."

Here is more information about Montgomery from our listing:

Marjorie Montgomery was one of The "Affiliated Fashionists of California" group which formed in the late 1930's. They called themselves the "Eight Designing Woman" and Marjorie along with Louella Ballerino, Mabs ( Mabs of Hollywood or Mabs Barnes), Agnes Barrett, Addie Masters, Viola Dimmitt, Irene Bury, and Peggy Hunt formed the group. In the early 50s the membership reduced to six but Marjorie was still there.

See our dress by Marjorie Montgomery under dresses in the left hand index menu.

Stay tuned as we add more vintage labels which are in our store or we have once owned.

**Click here to find out more about the California Apparel Creators.