Figure 1.-- Here are the two winter capes offered by Jelmoli in its 1947 Winter catalog. There were two syles. I'm not sure what the ages were as the sizes are given in garment length. Note the one cape being worn with the hood on.
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Figure 1.-- Here are the two winter capes offered by Jelmoli in its 1947 Winter catalog. There were two syles. I'm not sure what the ages were as the sizes are given in garment length. Note the one cape being worn with the hood on. |
We note in addition to winter coats, two styles of capes in the Jelmoli 1947 Winter catalog. They which appear to be worn rather like raincoats. Capes were often associated with schoolwear in France. I'm not sure if they had the same association in Switzerland. I'm also not sure about the reltive popularity of capes. The ad here suggests that they were widely worn.
We note a catalog form the Grand magasins Jelmoli. Grand magasins Jelmoli has for many years been the flagship department store chain of Switzerland. Johann Peter Jelmoli-Ciolina founded founded the store in 1838 by . Ciolina must have been the maiden name of his wife. He was from the Swiss-italian section of Switerland. The company has always been headquartered in Zurich where the flag-ship department store was opened. It opened branches throughout Switrzerland, but a few years back it sold or closed all its branches and only kept the large store in Zurich. I would say it was always an "up-scale" department store. The catalog-department was a very small part of their operations and the catalogs carried a very small amount of merchandise, compared to what was available in their stores. The catalog-department was added in 1899.
They which appear to be worn rather like raincoats. Capes were often associated with schoolwear in France. I'm not sure if they had the same association in Switzerland. I'm also not sure about the reltive popularity of capes. A Swiss reader writes, "Rain-capes were very popular. I think the other ones were more for the snob kids, or probably more likely their parents."
We note in addition to winter coats, two styles of capes in the Jelmoli 1947 Winter catalog. . The ad here suggests that they were widely worn. The heading for the page read, "Angebote, von denen amn gerne prfitiert."
This cape looks rather like a rain coat. Note the hood. The ad copy read, "Praktische Knaben-Pelerine aus wasserdichtem Batist, mit Kaputze und
Armdurchgriff, der Vollkommene Regenschutz. No. 5012,020. Laengen: 60cm Fr. 15.80, 70cm Fr. 17.80, 80cm Fr. 19.80, 90 cm Fr. 22.80, 100 cm Fr. 25.80."
This looks more like the capes we hasve noted in France. I thought these capes might be more popular in the French speaking areas of Switzerland, but here it caps are being offerec to German-spealing Swiss. I think this cape also came with a hood. The cape here looks similar to capes we noted Jemoli offeing in the1930s, but this seems cut a little shorter than the earlier ones. The ad copy read, "Gegen Kaelte und Naesse die Pelerine aus impraegniertem Strichloden, mit Kaputze und Armdurchgriff, Schwarz-grau. No. 5012,021. Laengen: 65cm Fr. 31.00, 70cm Fr. 33.50, 75 cme Fr. 36.oo 80cm Fr. 38.50, 85 cm Fr. 41.00, 90cm Fr. 43.50, 95 cm Fr. 46.00, 100 cm Fr. 48.5o, 105 cm Fr. 51.00, 110 cm Fr. 53.50. Auswahl."
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