1949-03-09 — Page 8

Pago. 8

JUST UNPACKED:

SPRING TOPPERS

BRIDAL GOWNS

DINNER GOWNS

AFTERNOON FROCKS

SPRING SUITS

LINEN, COTTON DRESSES

STRAPLESS SWIMSUITS

WHITE, LUSH COLOUR

PUMPS, PLAYSHOES

ITALIAN STRAW SANDALS

HANDBAGS, ETC.

GAGE STRAW HATS

Above exciting new spring and summer fines, are all "EXCLUSIVE MASTERPIECES" expertly selected by We're sure our own representatives in New York. you'll love them as much as we do! Come-see them.

MODE ELITE

Direct Importers of Lastword Originals

Hongkong, 22. Queen's Road, C.

Tel. 24052.

MARCEL ROCHAS

PARIS

"Femme" “Mousseline"

"Mouche"

Sole Agent:

INDUSTRIAL & COMMERCIAL TRADING CO., LTD.

THE LARGEST THREAD FACTORY IN CHINA.

China Tee Lung Thread Factory

MEOS

· COMPANY, LIMITED=

Specifications

1,000 yd.

450 yd. 200 yd. 12,000 yd.

PIECE

3

ETENNESS FAST COLOR

FLYING WHEEL

THREAD

THE CHINA MAIL, WEDNESDAY, MARCH 9, 1940.

Woman Today

Principal Exporters To

T. NO. MALAYA, JAVA, SUMATRA,

40-50

40--30

BORNEO, INDO CHINA,

SIAM, BURMA, INDIA,

8--50 AFRICA, 50--80 KOREA. SPECIAL FEATURES:

Finishing Touches For Spring

BY IRIS ASHLEY

acces-

THESE charming sories are the

Parisienne's final touch to the new Spring Fashions.

This one was a lovely shade of gunmetal with large Jacoben Toses in deep pink and green: the fringes match the embroidery,

the little bouquet

Do you see? pinned to her scarf? They are snowdrops,

A CLOTHES REVOLUTION

By Winefride Jackson

The word "utility" deßned houette, the slim sul with the

in the dictionary as "the state new cut-away jacket, the peg-

swogger.

or quality of being useful" top dress, the hooded has also acquired a new mean- and the fly-away coat with the ing in Britain during the last back fullness beautifully tailored few years. It denotes smart and sennyd, fashions of good quality.

result of In annsst

This new versatility in utility Today wemat can go into any fushions has been the fashion store and ask for a util-a complete overhaul

it has brought new

that at vinsonable cost slee casi

sizing lo-cover

buy a garment of good material more scientific

hat has it the Intest fashion de-mast of the vagaries of a woman's talls from the London and Paristique. dress shows.

nud the concentrated training of young workers. There

This revolution in fashion be- ore inspectors, both in factoriın gan during the years of World and shops, to see that the quality

II. Britain's Government

planned to allow a large quantity

of good quality cloth to be sold tax-free,

manu- and directed to make clothes con- forming to speciications strictly laid down and devised

facturers

by ex-

perts. The scheme hnd its teeth- but a

ing troubles,

naturally,

lend was given by many

who rea- minent manufacturers lised that although they had been problem in designing rock-bottom prices,

set

clothes at

it was to their own interest und that of Britain that they should succeed. They know that women would never wear clothes that were unflattering.

Public Confidence Gained

When the first utility made-up. Small postes of spring flowers fashions were launched in 1942. adorned everything. They are many women were startled and Worn at the neckline of suits, tuck apprehensive at dressing to a specification, but ed into the belts of dresses, and in Government

Rancho No, it's 1101 E Grande!

Beresford Hugh have berrowad from may him, however, when he creat- ed this belge felt hat with piald ik binding the brim and cascading from the top of the crown.

The scurt you see at the top left is typical of many: the back-

one instance a small bunch of gradually the scheme gained the ground is a dark neutral-colouredownlips tied to the wrist looked confidence of the public, Women satin with bright embroidery,

very feminine and attractive. realised that these clothes were

reanse

good

investment; that they At the top. right, is the latest work well and looked smart. idea in choker necklaces. Tiered

of the Whil the launching ton deep collar in front, they have "New Look" in 1947,

however,

of work is maintained and cus- generally only a single strand of there came a crisis. It was o tomers

to are encouraged

the moke bends at the back.

vlous that most women wanted

examine thoroughly Down front is another pair of to wear these new flowing lines; and Anish of the clothes before arc they be those short lid gloves in a pastel the

would the point colour with small kid rosettes made as "utility", or would the they buy them. Criticisms

sent by the shops to the manu- break down on this scheme around the wrist,

facturers and, it justified, are put

Note the short veil just covering the brow of the Indy by the tele- phone, a most becoming finish to the simple little hat. Her long stole is a plaid of soft wool; the colours are the pink and mauve of Ilacs.

76 the right of her some unusual gloves. They are made of cream or white kid with the fine stripe nutebing the coloured stripes of the sent their owner is wearing

shoes.

Was

repre-

and

Excellent Example

Apart from design, utility

Kome

And thosE man-like patent knotty question of fashion? right. pumps are not for father! We anw Government experts. many pretty young girls wearing sentatives of textile firms them, and they looked much manufacturers thrashed out the smarter than most low-heeled matter. The puzzle was how to clothes are kept in line with the simplify the new sweeping skirts, smartest fabrics and colours. This instance, checks are Francis Marshall drew the ifttle the intricately-cut budices that year, for

the man midinette who is window-shop-gave a new

roundexi

shoulder popular again and this is reffected The scarf is of heavy foille, which ping, because it was amusing to fine, the masses of pleats, and all throughout the utility collections,

Naturally there keeps its shap beautifully and note her smart tailored town-suit details of pockels, cuffs and does not wrinkle and crumple up Jacket over the ski-pants

and necklines that went into the de-manufacturers who fall to come to the standard set; in any around the neck,

signing of a model as first con scheme there are people who do ceived by ane dress-less than their best. But these

that, to maker. It was

# comparatively smal! there must be no begin with, skimping on seams-intleed, Gov minority and since customers are being encouraged to demand the errument specifications for

best and to look intelligently for "utility" clothes forbade

such it, it can be anticipated that these, a thing.

too, will gradually fail into line. found,

The utility scheme in Britain

bootsl

PARIS STYLES THE EXTRAS

Apart from

ous.

arc

By Edna McKenna changes in so on, and the rest as the hand- At last a formula was clothing fashions, the woman | bog proper. It is reguulest here and new designs, adapted and has not only resulted in keeping who wishes to keep an up-

in Paris as the Best stop to mak- simplifted, were released, Today prices at a resonable level for

are wearing ing women moderately tidy! wonen generally

goods that to-the-minute appearance in

that are worth the money, Shoes are spiky-heeled." In-them. Flared and pleated skirts thus permitting the average Paris just now has many deet, they look qulie danger- have taken the place of the too woman to dress well at a cost other things to think about. Carpet slippers are prac-full "ballerina" skirt which firs: within her income. it has an-

ticalty without heels.

earned these clothes the name other achievement as important! Coinciding with Dior's show Gloves are being mude so of the "New Look". This

10 its credit. The standards set came now fashions in feminine short that they hardly reach pleased everyone since women have resulted in the elimination accessories ranging from hand- the wrist-bone, They have tiny knew very well that few but the of these unnecessary trimmings bags and shoes to belts and cuffs or are gathered drawstring very young and slim can wear which, in pre-war days, were parasols.

fashion. For evening wear, they them. The tiny, waisted Jacket often added to suits and dresses in The changes are slight this are so long that they nearly reach which accompanied the skirt was the cheaper grades of clothing in year, but couturiers have as usual the shoulder. The latter variety also modifted and became more order to hide bad making and devoted their skill to loventing pre in either Jersey or ja black tailored

to Auit the average design. Today utility clothes are something that will lend a note leather.

woman's figure.

copies of the best styles, not the of individuality to every WO-

Feminine Silhouette worst. mao's ensemble,

feminine und

They are smaller but Ukely to snakeskprecious stones.

Bcml

are

has

RECIPE

Swiss Eggs

Belts will be wider in front The result has been a pleasing than at the back. Those not and femining silhouette' that has in leather are almost like scarves, set a new high standard of fash- Handbags are completely but are made of materials rang- lon for utility and has even in- the fashions coming mostly in suede. int from rama and string to fluenced

und cork encrusted from the leading fashion houses be especially popular are those

with

the result that a slimmer and with with petal-shaped tiered skirts. Large gok! coins

cops, 11⁄2 tablespoons grated also more practical line will be the The box-shaped variety, how-fashionable, being worn to out- vogue in 1949.

cheese, shortening, salt, pepper, ever, still remain popular.

Jine flap pockets, The only Today more and more women cayenne.

Grease four ramekin cases or are made in two parts, one re-, he large and shiny. They jingle of the converts served for lipstick, powder and

as the wearer walks, like sheep previously paid quite high prices cheese in the bottom of each case. bells.

for their dresses. Then apparent-Sprinide with suit, pepper and Break the eggs gently the beach have ly they decided that It was hard-on top of the cheese. Cover with Sweaters for bare shoulders in Balmain's and ly worth doing so when, within more cheese, season, dot with three months of the seasonal dress shortening and bake in a moder- Schiaparelli's models.

Fashion leaders also decree collections, the utility adoptations ate oven, temp. 350 deg. F. gas, that parasols shall be of frilly were being shown everywhere in 400 deg. F. electric, about 10 min-

the shops-the hour-glass silutes, until the eggs are set.

Many of the latest handbags essential seems to be that they are buying utility clothes. Many

are those who scallop shells, place 1 teaspoon of

Renommée

resses

MIDDLE EAST. Imported & locally mado dresses, sults, conta, "Desire"

CORRECT LENGTH DURABILITY

ALL THREADS SPUN AND DYED BY OUR OWN FACTORY

HEAD OFFICE: ▾

711, Nanking Road (E), Shangha!.

··HONG KONG-OFFICE;'-

122”, Connaught Road, Central Aleptions: '22704 Cable: FELUN.

hats, “Kilar”” gloves...

I

NEW SHIPMENT OF GABARDINE DRESSES

503, VICTORY HOUSE

5, WYNDHAM STREET.

white pique,

for Women of

Distinction

S

China Agents: H, CHEONG-LEEN:

cayenne.

GOLD & ROLLED GOLD

WATCHES

CELTA

TEN

Wang Hing Bldg., H.K. Tel 26332.

MACKINTOSH'S

HAVE A NEW STOCK

of

FOWNES'.

GLOVES

for

LADIES

BE

ΤΟ

SURE

VISIT

Paquerette's SALE

THIS WEEK

16 Gloucester Bldg., Des Voeux Rd., C.

Jannie's Beauty Salon

Come & visit Jennie's, the most Elits up to date Beauty Salon in Kowloon, giving you Individual attention & featuring the very latest methods in Hair-styling, Cold-waves, & Permanent-

waves.

Jennie's Beauty Salon

No. 2 Forfar Road, Apt. No. 10, Kowloon

For appointments Calls:-58558.

LA SALLE COLLEGE

BOUNDARY

STREET

PRINCE EDWARD ROAD

KOWLOON

HOSPITAL

ST THERESA'S

Jennies

HOSPITAL

Beauty

Salon

ARGYLE STREET

GRAMPIAN RO

FORFAR RO

SPRING FROCKS & SUITS

IN PRINTED & PLAIN LINENS

SILKS & TAFFETAS .

AFTERNOON & COCKTAIL FROCKS

Always In Stock Or Individually Designed

BY

Josephine.

Room 208

lowns. (Registernal.)

DESIGNERS & MANUFACTURERS

{WHOLESALE & "RETAIL),

EXCLUSIVE LINGERIE & BLOUSES

Hong Kong Hotel. -