Sunday Times Ads #4
McCreery's on 34th and Fifth advertised imported big-brimmed leghorn straw hats for Easter in the classic style or "in this season's vogue, sans crown" $12.75 in the third floor Better Millinery Department. Yes straw was the thing this Easter. They also had Junior Date by Jonathan Logan, a cream-smooth little dress in candy colors frosted with white applique, made of a butcher-weave rayon washable fabric. It came in pale green, flower blue, pink foam, sand beige or coffee for $9.15 in the Junior Celebrity Shop on the fourth floor. The ad shows a young woman on the phone, at one time the graphic cliche for teenage girls. Today, of course, she would be texting.
Lord & Taylor was advertising bespoke tweed jackets for men. A master weaver and textile designer, Florence Ives Gookin, from the white shoe resort of Ogunquit, Maine, was going to be at the store for a week to offer expert advice and weave fabric. The customer could select a fabric from the store's collection or invent one of their own color combination. The chosen fabric would then be tailored into a jacket by "one of the nation's best."
Arnold Constable took a full page ad for perfumes. The ad copy asked "Does she fly a plane and have a passion for suits tailored within an inch of their lives? Or does she do a mean rhumba and have a flair for wearing black flashed with startling jewels? You'll find her portrait in our gallery of perfumes." In addition to their store on Fifth at 40th, they had branches in New Rochelle and Hempstead.
The Barbizon-Plaza on 58th and Sixth, overlooking Central Park, had a small ad. So did the Plastics Industries Technical Institute on East 42nd for their lecture courses.
Lane Bryant at 1 W. 39th and at Hanover Place in Brooklyn had an ad for the plus-sized woman who "loves a suit...and knows what accessories make it click." That would include a broad-brimmed straw hat for $18.95, a big, old patent plastic bag with mock tortoise rings for $7.98 and a three-skin blonde wild mink scarf at $150 to add a touch of luxury to the ensemble. The grey-striped wool flannel suit was $ 69.95. Another Lane Bryant ad featured "Doubly Beloved,"a playsuit with a printed shirt. You could add a button-on skirt and turn it into a dress. It was made of a jersey rayon in black, green or royal and went for $14.98.
A&S on Fulton Street featured more practical goods in its ads. There was the "amazing" new Lumite rustless plastic window screen . Lumite, we learn, had been tested by the Armed Forces every day, under every condition. It was a great, new "proved product for your postwar home." Or you could buy a steel step stool for $5.95, a raincoat for your backyard glider made of camouflage fabric used by U.S. Army troops for rain protection for $4.79, water repellent pads for summer chairs for $1.98 and a Polaroid visor to cut glare while you are driving for $4.95. For your youngsters "who never saved a nickel" there was a cash register bank that totaled up their savings. It locked after the first 25 cents and wouldn't open until it totaled $10. It was made of heavy gauge steel with a shiny black enamel finish and could be purchased for $2.98 from the toy department
Sak's 34th Street was pushing the perfumes by Dana that captivated Paris including Platine, Tabu and 20 Carat. Also Minx Modes dresses for the younger set at $12.95 to $14.95 and a bouquet of Judy Bond white blouses for your spring suit at $3.98.
American Airlines announced the addition of seven new New York to Washington flights to be flown with its 44-passenger DC-4s. The airline already had 18 round-trips daily on the route.