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These are showing a revival of the Dolly Varden dress, a style that is named after the character in Charles Dicken's book Barnaby Rudge. These dresses were popular in the 1870's. There was quite a fad, the name shows up in songs, on stage and there is even a trout we still call a Dolly Varden.
Since this is from The Ladies' Home Journal dated 1902, these gowns were a look back. It's too bad these aren't in color since "The term Dolly Varden in dress is generally understood to mean a brightly patterned, usually flowered, dress with a polonaise overskirt gathered up and draped over a separate underskirt.".
These are designed by a Mrs. Ralston and illustrated by Thomas Mitchell Peirce, the same artist who did the bride on the cover. 
This lovely bride is on the cover of The Ladies' Home Journal for June of 1902. The illustration is by Thomas Mitchell Peirce. Her eyes are so expressive and her gown is beauitful. 
