Vintage 1940s Pink & Blue Floral Cotton Dress - New! (ON HOLD)

Regular Price
$240.00 AUD
Sale Price
$240.00 AUD
Regular Price
Sold Out
Unit Price
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Please note this is on hold and not available for general sale at this time. Thank you for understanding.


Size: Small

Bust: 36 - 37 inches + 91 - 94 cm

Waist: 29 - 30 inches + 74 - 76 cm

Shoulder Edge  to Shoulder Edge: 16 inches + 41 cm

Hips: open

Bodice Length from Outside Shoulder: 15.5 inches + 39.5 cm

Total Length from Outside Shoulder: 42 inches + 107 cm 

Hem Length : 2 inches + 5 cm

Zipper Length: 11 inches + 41 cm

Seam Allowance: .25 inches + 0.75 cm (per side)

Note: Measurements are taken from outside, flat and stretched from seam to seam. This is the maximum size allowable, so please consider individual fit and comfort.



* Late 1940s white background cotton commercially made dress

* Fabric design features pink and blue flowers with swirls of pale yellow 

* Classic silhouette with a fitted waist and A-shaped skirt

* Bodice has short sleeves  with V-shaped neckline

* Contrasting blue cotton at sleeve hems and neckline

* Bodice opens with button closure to waist and a side metal zipper

* Buttons are covered in the blue contrasting fabri

* Skirt is comprised of four panels that widen towards the hemline

* Unlined, pinked seams and hand-finished hem

* Label reads Lady Alice California

Alice of California was founded in 1925 by Krist Gudnason, an orphan from Iceland who worked on a fishing boat before “jumping ship” and escaping to Norway, where he did well as a door-to-door salesman. He immigrated to the US and arrived in New York without a dime to his name. He then made his way to the West Coast, sold dead stock from a dry goods house in Portland, Oregon, and eventually moved to Los Angeles where he started his own Lady Alice Dresses in 1925. Shortly thereafter, the Lil’ Alice label was added.

In the 1930s Carolyn Perena became lead designer at Alice, defining a new resort look reflecting her love of exotic prints and according to California Stylist magazine, “her allegiance to four basic standards: Colorful, casual, comfortable and Californian.” By 1947 Gunderson opened a four-story factory at a new industrial park in San Francisco .In the early 1960s, the Lady Alice and Lil’ Alice lines were discontinued, and the Alice, Alice Polynesian and Krist lines replaced them. (Courtesy of the Vintage Fashion Guild)




No notable flaws that I can see, it is in great condition for its age.  Belt loops but no belt. 

Please note that these are vintage items that have been used and loved over the years, As such, they may display slight evidence of their age. Any notable flaws above and beyond this will be highlighted here.



Such a sweet dress with the prettiest floral print. The contrasting blue trim adds to the considerable appeal of this lovely dress.  Please drop us a line if you require additional information about this listing.


Shop Policies


Unfortunately, the pandemic has resulted in a backlog of parcels worldwide. Our local Postal Service continues to operate at increased capacity and assures us that packages will arrive at their destination, albeit with a noticeably longer timeframe.

We now offer an alternate express delivery service via DHL for those of you who want your packages more expediently. This option is currently delivering packages within a seven-day timeframe from pick-up.

This item is within our selling stock. In the unlikely event that two buyers purchase this item concurrently, payment will be immediately refunded to the latter purchaser. We apologise in advance should this rare circumstance arise.

We make every effort to post your item within 1-3 days of payment. Should a circumstance arise where we are unable to post within this timeframe (eg we are away at a fair) we will contact you immediately. Please note that our postage charges are based on standard international and domestic air packages - all with tracking. If you want to upgrade to express postage or require insurance, please contact us prior to checkout and we will adjust the rates accordingly.

Yes we do offer flexible layby/layaway options and are open to negotiation as to the time period. Obviously, the more expensive the item the longer the time you will have to finalise payment. Contact us to see how accommodating we can be :)

Obviously, as these are one-off pieces, the fit may not be quite what you need. To this end, we also offer an alteration service by professional seamstresses. Please shoot us an email outlining what you want and we will quickly respond with a quote and timeframe. Costs are kept to a minimum for this service.

Special Orders
If you are looking for something that you don't currently find in our shop - let us know we may be able to help you with a special listing!

Our photos are taken with a mix of studio and ambient lighting. Whilst we take care with the colour balance of our photos, individual computer monitors register colours differently depending on their calibration. If you want the exact colour shade drop us a line and we will give you the Universal Pantone colours that match the item.