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Comfortable, Colorful Casual Clothing, sizes Stylish, Feminine Head-to-toe Fashion, sizes Modern Swedish Fashion, sizes The most comfortable footwear for every occasion. The Swim Experts, Fitting Sizes We expect holiday demand and supply chain challenges. Shop early to get the gifts you want delivered on time. Holiday Shop. Shop Holiday. Close Details. This rewards program is provided by Woman Within and its terms may change at any time. It was the women who purchased not only their own corsets and combs, but also many personal items required by their families as well as that multitude of fancy or banal things - from linoleum to oleographs - that made a house a home.
There were a few lines of goods like tires and tools for use mostly by men - such as the suburban "do-it-yourselfers" whose emergence Eaton's encouraged - and the company pitched its copy to them accordingly. Eaton's also grudgingly conceded that once in a while a man might buy his own clothes. An catalogue used business-like language to appease them, saying, "[T]his is properly a woman's store … but we keep a store of things [that] the men can find it to their interest to buy, because we keep the prices down.
It babbled, "[P]erhaps you know the difference between one kind and another. Most likely you don't care. You want a bit of [it] for a particular purpose It was, obviously, huge and heterogenous. Eaton's sent out catalogues over nine decades to homes rural and urban, rich and poor, and was far too savvy to oversimplify how it depicted this composite clientele. Instead, it used the catalogues to portray women in all walks of life, engaged in everything from baking in a housedress to strolling, fur-clad, down some chic street.
There was a thread tying the images together, however. It was the message that Eaton's, respectfully and reverently and, of course, anxious to make sales , grasped the nature and importance of adult women's work. Eaton's target audience: the women of Canada. The company took women's paid work seriously. Early catalogues brim with glowing images of its own industrious female employees.
Maids' uniforms and overalls are among the sober specialized garments for women in the trades. The clothing was illustrated as attractively as possible and was often worn by pretty models.
Smart suits, hats, and such were aimed at office workers. Eaton's went further in flattering this group for its glamour: The catalogue sold one line of stockings, for instance, "for your party dates - right for wearing to the office or shopping - youthful and smart in appearance.
Eaton's women at work on the pneumatic cash system. Women's work well done: cleaning and shopping on the farm. The women's labour to which the catalogues referred the most, however, was housework. Hundreds of pages devoted to banal, basic items like the brushes and brooms needed to scrub every corner of a home signalled Eaton's awareness that housework was a demanding job.
The catalogues covered the cleaning and cooking still common to most women today, plus the provisioning done by farm women and many city-dwellers, especially up to the midth century: gardening, canning, sewing.
The spring-and-summer catalogue - aimed at suburbanites as much as farm or city women - shows its respect for the latter task in declaring, "[M]ore than ever it's thrifty and smart to sew. Don't wait - start now and make necessities for the family and the home This meant, according to the firm, properly discerning the quality, necessity, and value of merchandise. Catalogues of the s flattered their readers as being "expert judges" of underwear, for instance, while also saying they were obliged to be so: "[Y]ou must distinguish good underwear from poor or buy against your own interests.
Eaton's was particularly sensible to the fact that, for many women, the challenge of careful shopping was intensified by limited budgets. More than frankly acknowledging this, the catalogues made a virtue of it, in terms flattering to both its readers and Eaton's. Thus did the fall-and-winter catalogue explain that "the successful woman is the one who gets all things of value for as little as possible.
We supply the best goods at the lowest prices. Eaton's also said that housework could be not just satisfying but pleasurable, and that housewives were artists in their own homes. It was in this spirit that the company highlighted the beauty of its goods, like the "Novel and Rich Design" of the lace curtains the catalogue sold. The more that women attended to colour, texture, form, and style in their household goods, the more fulfilled they would be, said the mail-order books.
Of course, once again in promoting a role for women - in this case, of taste-maker and decorator - Eaton's served its own interests, because the fashionable house was by definition always in need of something new.
Stylish decorating: a creative kind of housework for women. In portraying women's activities, Eaton's tried to strike the right balance between promoting their pleasures and honouring their exertions. This held true even for the hedonistic pastime of dressing stylishly. Thus, Eaton's emphasized the effort, not to mention expense, women expended in cultivating this fine art.
As the spring-and-summer mail-order catalogue explained, "A man may wear his last year's hat and look tolerably respectable. Not so with a woman. Her bonnets must be modish and to a certain extent dress and hat and parasol are expected to match.
Fashion as luxury and pleasure. However, the catalogues did focus more on the fantasy and pleasure aspects of being in fashion. This was especially clear in the first few pages of most Toronto catalogues that presented beautifully illustrated, richly written homages to the latest and most luxurious goods available for women's adornment.
These might be fancy silk yardage, furs, finely tailored suits, or designer dresses, all depending on the period. Many written descriptions heightened the extravagant effect by wreathing fashions in opulent promises. In , this meant enticing women with the idea that "evening" shades of silk had "the delicious suggestion of the autumn bridal. While it might be a burden, Eaton's seemed to say, being in fashion was mostly a luxurious treat, the exception proving the rule that most of women's waking hours were spent working.
The catalogue as magic carpet: The mail-order books allowed women to travel to grand places, if only in their imaginations. The cover of the spring-and-summer catalogue features a woman it called "Lovely Maureen Kennedy," who pursued "an active TV and modelling career in addition to managing a home and raising four children.
Kennedy captured many of the roles Eaton's presented for women in its catalogues: housewife and mother, glamorous career woman, and model citizen. We may certainly question whether the way Eaton's depicted them was true to real women's lives. We can also criticize the motive behind the company's message that to do these activities well and to their own satisfaction, women needed to excel as mail-order shoppers. But, no matter how limited and rosy these roles were, we can still credit Eaton's for presenting, very publicly, a reasonably respectful and balanced image of womanhood in its catalogues.
The mail-order catalogues were, after all, meant to serve as affectionate tokens of a company's love for its customers. Back to Exhibitions. Introduction to a Love Story An Eaton's wag once told his customers that "instead of mail it should be called 'fe-mail,' since women do most of the buying.
Little Women, Girlish Fun. Calling All Teenagers.
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