In the 1930s, the Ligue de la jeunesse féminine began organizing benefit fashion shows to present high-end collections of Quebec designers to the French-Canadian elite. At that time, department store runway shows only provided commentary in English, while those organized by the Ligue were in French. Instead of using professional models, the Ligue’s fashion events featured Ligue members, who were young women from well-off families.
The Ligue de la jeunesse féminine was founded in 1926 by Thérèse Casgrain to encourage well-to-do young women to become involved in charitable causes. It was, in a sense, the French-speaking counterpart of the Junior League.
In the 1930s, the organization began presenting fashion shows in elegant Montreal hotels like the Windsor and the Ritz-Carlton.
The shows were also occasionally produced in department stores like Holt Renfrew, Eaton’s and Ogilvy’s. Raoul-Jean Fouré, Gaby Bernier and Marie-Paule Nolin were among the designers to introduce collections at these events. Accessories and jewellery were loaned for the occasion, notably by Dupuis Frères and Birks.
With names like Revue de la Haute Couture, Déjeuner-mode and Thé-mode, the Ligue de la jeunesse féminine’s tradition of blending fashion and philanthropy continued until the organization dissolved in the mid-1970s.
Sources
“Aujourd’hui”, Le Devoir, 29 September 1971, (récupéré dans BAnQ numérique)
“La femme au foyer et dans le monde”, Le Devoir, 4 April 1961, (récupéré dans BAnQ numérique)
Léger, Marthe. “Le Bal des petits souliers de la Ligue de la jeunesse féminine” BAnQ, Bibliothèque et Archives nationales du Québec, 16 November 2016, http://blogues.banq.qc.ca/instantanes/2016/11/16/le-bal-des-petits-souliers-de-la-ligue-de-la-jeunesse-feminine/. External link
“Menuhin, enfant prodige”, La Presse, 25 February 2011, (récupéré dans Eureka)
“Mode et philanthropie, une longue alliance”, La Presse, 16 August 2005, (récupéré dans BAnQ numérique)
“Mon œil sur Montréal”, La Presse, 12 September 1974, (récupéré dans BAnQ numérique)
“Quelques créations montréalaises à la revue de Haute Couture de la Ligue de la jeunesse féminine”, La Canada, 22 February 1936, (récupéré dans BAnQ numérique)
“Revue d’élégance”, L’Avenir du Nord, 18 June 1953, (récupéré dans BAnQ numérique)
“Revue de la Haute-Couture”, Le Devoir, 15 March 1949, (récupéré dans BAnQ)
Publication date
01/10/2004
Writing
Dicomode
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Madeleine Goubau, Contributor
