The London couture house of Yvonne

A prominant London couture atelier in the Jazz Age was that of Madame Yvonne based at 8 Motcombe Street, Belgrave Square, SW1.

It is not known when the establishment was founded nor the identity of ‘Yvonne’ but it did thrive in the 1920s and perhaps into the 1930s and was described as Court Dressmakers.

Advert for the London Couture house of Yvonne 1922. The unfortunate use of the N word is left in the body copy of the advert.
Advert for the London Couture house of Yvonne 1922. The unfortunate use of the N word is left in the body copy of the advert.

In the summer of 1922 several frocks were described in Dancing Times including a graceful, clinging, orchid mauve gown with long lines that would look lovely in any shade of crepe suzette (a silken material resembling georgette). The flower girdle of shaded orange convolvuli encircled the wiast and could be made in whatever colouring required.

A girdle of shaded orange convolvuli encircled this orchid mauve gown from the London couture house of Yvonne, 1922
A girdle of shaded orange convolvuli encircled this orchid mauve gown from the London couture house of Yvonne, 1922

A second model was created in copper coloured crepe suzette with the newest of sleeves that were loose and flowing. Another, third model was in yellow cotton georgette with original embroideries in green, purple and white beads. There was also a range of charming hats for river, country or town wear.

In October 1922 Madame Yvonne for some reason displayed the latest Paris and West Creations of frocks and hats from her collection at the Royal Avenue Hotel, Belfast for three days between 10am-5pm. It was announced that Madame Yvonne was more than just a court dressmaker and milliner as she created for the individual, having regard to face, figure and personality.

A summery frock in blue and white georgette from Yvonne, 1924
A summery frock in blue and white georgette from Yvonne, 1924

In the summer of 1924 ‘Yvonne’ was given great praise ‘no girl with a dress sense wants to have a frock like everyone else’s, and that is why she is delighted with ‘Yvonne’s’ models. They possess that little difference which distinguishes the ordinary from the original and is the secret of al good dressing.’

An attractive autumn frock in navy rep and Chinese embroidery, from Yvonne, 1924

In September 1925, The Tatler displayed a sketch of an artistic wedding gown designed by Madame Yvonne, made of chiffon velvet. The draperies were lined with silver tissue, there was a train of Brussels point lace that was lined with powder blue chiffon and ensemble was completed with a wreath of orange blossoms and tulle veil.

If you have any further information about Madame Yvonne and her couture business, please let me know.

 

Sources

Dancing Times July 1922
Northern Whig 30/10/22
Dancing Times May 1924
Dundee Courier 18/8/1925
The Tatler 23/9/25

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