Fairchild Archive/WWD
The mere mention of the phrase “back to school” might send any kid running in the opposite direction, at least until August, that is. But with faster marketing cycles, back-to-school shopping is already underway. A high point in Women’s Wear Daily’s coverage through the years, back-to-school shopping informed more than tradition. To amplify the seasonal shopping splurge, WWD introduced its “College Fashions” pages in the late 1930s, covering everything from uniforms to stationery. Retailers from Macy’s to Bloomingdale’s also dedicated in-store shops to the category. All black was favored in 1954 and in 1964, WWD’s kids section included a “Back to School Dictionary.” Across 56 illustrated pages, the daily redefined popular school terms in its signature slant using words like “Homer…for something comfy to do your homework in,” and “Name-Dropping…when you accidentally-on-purpose, let your designer’s label show,” all to get everyone in the mood to go — fashionably, of course.
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