Tag Archives: selling mourning clothing

The Mourning Droop: 1931

vogue-vol-59-widow-garden-dress

A MOURNING DROOP

A pretty mannequin who appeared in a Berlin Court to sue her employers for wrongful dismissal saw her case turn out happily, says the “Daily Mail.”

It was admitted that she was a great success in the mourning department of the establishment in which she was employed, but it was alleged that she was an utter failure when transferred to the frivolous department for evening frocks.

“It is difficult to wear evening gowns in the daytime successfully if one is dancing all night in an evening frock,” was her reply.

The manager dismissed her as a pleasure-loving trifler.

“The truth is, I have sacrificed myself for the business,” she said to the Judge.

“When I began in the mourning department, the manager told me that I killed the dresses with my cheerful face and merry expression, and suggested that if I danced half the night I should have an appropriately weary expression.

“I took him at his word and had a wonderful time night after night, with the result that I was almost dropping with fatigue during the day.

“I drooped so beautifully that people bought freely the expensive Paris models which I wore.”

The Judge thought over this singular story.

“I suggest,” he said to the manager, “that you take this young woman back and put her again, in the mourning department.”

The manager consented, and the pretty mannequin looked delighted at the prospect of dancing gaily all night and drooping plaintively in black gowns all day.”

Evening Post, 28 February 1931: p. 22

Mrs Daffodil’s Aide-memoire:  Mrs Daffodil suspects that the pretty mannequin shortly danced her last dance and drooped her last droop unless she was able to carved out some time for wholesome slumber.

Selling mourning goods required sympathy, tact, and a fine sense of propriety to appeal to the vanity of the bereaved who were supposed to just then be thinking that “all is vanity.” It was essential to find a shop-girl with exactly the right temperament to serve in the mourning department: not so lively that the bereft were disheartened; not so melancholy that they despaired of purchasing

In another store in Fifth Avenue a handsome girl had been saleswoman in the fancy lace section for two years. Her record was admirable until she was transferred to the mourning counter early in the third year. The sales at the mourning counter immediately fell off and the manager started an investigation.

Going down the aisle one morning he noticed this girl with a customer. The customer was robed in deep black and was evidently depending on the girl to sustain her interest in the goods she needed, but the girl was answering inquiries in an absolutely perfunctory manner, with her eyes glued to a bargain table in the next aisle where a sale of laces was advertised. At a question sharply put by her customer she turned her attention to her own counter, and the manager caught the look of distaste and hatred which she flung upon the black things which surrounded her.

This girl disliked mourning, sorrow, death and all things connected with them. She had never known any particular trouble, had a desire for the gay bright colors and things of life, and refused to consider anything but her own needs. She had no sympathy with the black robed mourners who came to her. The manager, being a far-sighted mortal, saw this and realized the girl’s capacities in another branch. He put her at the colored goods counter and sales looked up. 

Crerand’s Cloak Journal, October 1912: p. 166

You will find more information on mourning costumes and customs in The Victorian Book of the Dead.

Mrs Daffodil invites you to join her on the curiously named “Face-book,” where you will find a feast of fashion hints, fads and fancies, and historical anecdotes

You may read about a sentimental succubus, a vengeful seamstress’s ghost, Victorian mourning gone horribly wrong, and, of course, Mrs Daffodil’s efficient tidying up after a distasteful decapitation in A Spot of Bother: Four Macabre Tales.