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The German fashion magazine Burda epitomized the success of many pattern magazines in the immediate post-war era that aimed at providing information about creating one's own fashion clothes, as well as tips about adapting existing wardrobes. This concept proved highly topical in Austria too, as it offered women almost unlimited possibilities in their search for a new ‘feminine’ identity full of elegance and style after a period of austerity. This essay sketches opposing theoretical approaches towards the popular practice of home-dressmaking among women, linking these approaches to post-war discourse about femininity.
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