Figure 1.--Here we see a CDV photographic advertisement. At the time photographs could not be reproduced in magazines and catalogs. The Devlin Co. was I assume a retailer which was located in New York. They offered the Lorne Suit. It was a boy' suit which still had a tunic look. It was advertized as "new style". |
Advertisements in newspapers and magazines become more prevalent and advances are made in lithography so that they can be better illustrated. Photographs could not, however, be reproduced, except through engravings. The CDV here is interesting, not onlt for fashion insughts, but because it shows how merchants were advertising their clothes line in the 1870s. The note one retailer used photographic CDVs to advertize the Lorne suit in 1871. I have no idea what the derivation of the name is. The retailer was I think the Devlin Company, but it is a little hard to tell because some of the back of the card seems rubbed out. The company could have been a manufacturer. Here we are not sure at tghis time. Devlin offered the Lorne suit. This was a suit jacket made to look rather like a tunic worn with a kneepants. Notice the waist strap. He also wear white hosiery, we are not sure about the length, and high-top shoes. Note how long the kneepants are. As advertized, it was a spting-summer style. Note the lihjt-weight material. It was also advertized as a "new style". I am not sure just how early this was. And we see very similiar styles throughout the 1870s. See for examples a Harper's pattern in 1878.
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