RENE TORRES
Everybody agreed that the 20s was the decade of change, and it spoke with a “roar.”
America and the world were still feeling the effects of WWI at the dawn of the decade. In fact every facet of life that dominated during the war underwent a drastic change. The period made a fundamental difference in society, culture, and fashion.
Business was booming and the entertainment industry experienced the sound of jazz like never before. “Yes, Sir that’s my baby,” dominated the music charts. In sports, the Babe, Red Grange, Dempsey, Man O’ War and others, monopolized the news reels.
Fashion broke all guidelines and showed off the physical attributes of the “new” American woman, elevating the urgency to look good and feel better.
When Prohibition reared its ugly head, alcohol sales declined, but the Al Capones of the era kept the liquor flowing. In the Rio Grande Valley, with the border in proximity, many cases of the illegal “evil water” crossing the river kept the authorities busy.
San Benito was in tune with the fashions of the era…
The City had its share of “flappers”. Evidenced to that was demonstrated on the night of March 5, 1925, when spring and summer dresses came to life at the New Palace Theater as it staged a Pageant of Fashions Show.
Selected local models wearing designs crafted by the best in the business strutted with grace on the catwalks. The glamor was too much to ignore—the audience gave its approval with a rousing applause, reported accounts of the evening.
Adding to the night’s excitement was a recital by the San Benito High School Orchestra and Glee Club, which left the audience murmuring in delight. All proceeds were given to the high school organizations that participated in the event.
Sponsor merchants included: Downs Bros., Mrs. J.S. Edge, the Adlesons, Jean’s Hat Shop and the San Benito Mercantile Co.
A Decade of Change…
Closing with the words from an article in Life/Time Magazine, “The Roaring 20s,” “New fashions, new music, new attitudes, new forms of fun. Everywhere you looked, the world was becoming a very different place,” even in San Benito!
Rene Torres is a retired University of Texas at Brownsville, and Texas Southmost College assistant professor. He has a long history in the Rio Grande Valley as an educator, sports historian, and humanitarian, with a wealth of community service to his credit.
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