This is the time of year
when all of us all over the country make big plans for they cations for weekend
trips and for fun and recreation.
Out here in California where we live out of doors so much of the time our designers
to develop new fashions for casual living these sessions styles in California are
gay and colorful just right.
The summertime everywhere
and for you to summertime is play times of families boys and girls mothers
and dads.
Here's a typical family breaking loose from the city for a day of fun in the sun.
What do you go. Thank you Judy. That's Janice Paige.
Welcome to our part of the country.
This is a typical California day at least it's the kind we like to think is typical
and we're noted for casual outdoor living but did you know
that California has become the fastest growing fashion
and design center in the world. That's right.
And why not look around you pick that lively family over there who just arrived.
Notice their interest in sports where to start her day of style in California
fashion.
Mother has chosen this beautiful mint green shirt waist dress a comb cotton the
tailored shirt collar has flexible stays that keep the color straight
and crisp this dress has comfortable rolled up sleeves
and an unpressed pleated skirt featuring a generous six inch him
and could you guess the price. Only eight ninety eight.
We'll look at the men's outfits in a minute after we visit with some pretty friends
at the barbecue.
Checks are a fashion first this summer for almost any activity the blouse
and skirt separates are in fashionable gingham check
and here's real fashion news a feminine treatment of the jacket blouse a nylon lace
and Rose applique a trim this very same feature is carried out again in this on
print plated full skirt comfortable
and charming the price five ninety eight for the skirt
and three ninety eight for the blouse.
Mother and her friends might be discussing plans for the day
but I'm sure they're talking about a favorite subject fashions
and the newest creations they are wearing from right here in California
to piece dresses are quite popular this year
and are real standbys for your wardrobe the fitted crop top emphasizes the feminine
look
and gently hug the waist for a smart silhouette accessories such as this chunky bracelet
help accent the floral colors you will have fun with this inexpensive
but stylish dress is eight ninety eight.
The print pick a is typically Californian and isn't
that full pleated skirt lovely a border him outlines the present gives an added
impression of fullness This outfit is perfect for a little fling at twisting the
real feature is the ball fringe trim at the bottom.
We see it repeated above the widened hemlines the miniature checks in combination
with a solid fabric at contrast an interest decorative unpractical its twelve
ninety eight wards and it is a must for petite sizes.
This pinafore dress is one of the youngest books I have found in the California
market our designers have developed a sophisticated flavors of this black
and white checked into for.
The next line and the back treatments are appealing
and fashionable the bouffant pump sleeves are lined to retain their shape.
The bell shaped skirt brings youthful freshness to grownup fashions this dress is
ideal for juniors to put twelve ninety eight our designers love to create practical
fashions for children
and what Mother wouldn't be proud of this charming outfit for her little girl the
sleeveless blouse of this two piece pedal pushers
that has many hours of play time
and there's plenty of freedom built in with the shirt tail over blouse.
The pedal push your pants fit snugly because of side elastic insert
and if we're back. The Rose print pattern is cleverly designed for a new effect.
So the pattern changes at the bottom front.
This all causes completely washable outfit will be a favorite for your daughters
summer fun in the sun for three ninety eight
and this young gentleman is dressed right for play in this commentary jacket
and Shaggy Dog gabardine server in brilliant colors both surfers
and jacket are washable and they protect when cool beach breezes blow.
Here are some real fresh
and cool fashions spaghetti strap dresses like these are typical of the creations
of our top designers you can wear these summer dresses anytime almost around the
clock the necklines are suitable for any occasion
and are just right for junior sizes Russian authorities call this the spare look
a simple unadorned sheets with a gentle waistline drawstring trimmed with fun
tassels in delicate pink cotton T. K..
Now for a different treatment the ballet bodice it's beautifully shaped with curved
seams and double fabric bodice to assure figure flattery.
You will love this dress and soft pastels it's five ninety eight. Over.
There on the beach dad is helping the kids to get their new seeking boat in the
water. Here's our young teenager who's ready before on a two piece Jamaica set.
The rubble flea was over blouses perfect something for her.
Well put Jamaica short the abstract designed in bright California colors of the
newest print fashion for summer play wear
and look at the pattern of racing colors in the shaggy dog cart and will.
Clam digger a real I catch your.
Let's check in with our goals
and badminton enthusiasm their dad is sport sure it is typical of California
design and color. It's wash and wear cotton with patch pockets and novelty buttons.
Ruffles are a sure sign of the summer session.
They're everywhere on the sleeves
and on the hemline of this Continental curve shirttail overblow the solid line
green color is well made to the scattered to make a short.
Oh there goes the birdie. And here we are.
Thanks to the birdie at poolside to look at some lovely swimwear did you know
that most swimsuits come from California.
Our designers are doing wonders with new fabrics and designs
and the beach where accessories are just this colorful
and interesting like this fun hat the girls are admiring.
This beautiful suit was fashioned by sea lure not disapprove of fitting the build
up shoulder straps the gently rounded neckline and magnificent low back.
How much just fourteen ninety eight it wards some of us like to sit
and soak up the sun in summer time.
But this you'll need a wide brim beach hat to compliment your cosy outfit
but oh the compliments you receive from your sunburst carry to some
to be pink pretty and feminine try to Daisy patterns
and suit of Jacquard cotton it is a special delighted twelve ninety eight.
The chin poolside cover ups were never gay
or more varied than this summer here is a homespun Belgo a blue cotton poncho with
cotton tassels just what you've always wanted
and so is this fringe thread pulled it out the chest reminiscent of the roaring
twenty's look at that fringe.
This shows how some styles keep coming back in one form or another.
The styles in California straw the chad has little honey bees buzzing around the
brim and our camera bug thinks it's wonderful.
If you think you are seeing spots before your eyes look at these these California
swimsuits are noted the world over for perfection of fit
and fabric for all the good tights.
Take a look at this outfit topped with a black straw hat
and share a blue scarf trim this perfect black classic Mio is ideal for both the
swimmer and Sunday there are white stretch Belles allowed for freedom in
or out of the water the dramatic feature of this suit is the low back treatment the
specially designed for the junior this curvaceous swimsuit has neckline it braid
trim a novel back treatment beautiful suits by sea lure to make every girl
beautiful.
Well let's see what our girls have spotted It's a real live beach comber the birds
we've seen today and already his companions.
He's a vegan for the Youngs
and juniors too are favoring chicks this summer this sun dress with a gathered
skirt has a regret trim edging the neckline of a double fabric bodice the dress is
velvet with a shoestring tie
and is available in a variety of pastel colors her
companion wear the sleeveless provincial cotton print dress with a high square
neckline edge with a sawtooth braid the color of the dress is grass green you can
find it in other colors too in the junior department of Montgomery Ward stores for
eight ninety eight are Beachcomber wear is a big take print short sleeved sport
shared with matching Boxer drunks fancy but masculine and only five ninety eight.
Let's go back to the pool. What a beautiful swan dive.
What a splash look at what we have here
something new
and poolside Bashan cool not really this again ninety's movie set nearby
and some of the girls are taking a lemonade break.
It gives me a chance to tell you about a company
that was famous before the sessions were popular this well known company
but gum rewards has insisted on quality merchandise
and up to date fashions for the American woman throughout its history.
In fact the ninety Years War has been bringing to millions of women fashions
that are smart
and easy to wear twice a year words fashion experts go to Europe to get original
ideas and designs for today's colorful and comfortable fashions.
Why don't you visit award store
or look through one of their catalogs here in this book
and Ward stores to see adaptations of originals by the lens the AGA Mina Ricci's
Yakama who on cheap.
Of course Ward uses the best
and most colorful creations of American designers to the dress on the cover of this
catalog is a John Fredericks original created exclusively from a gun reward
is mid lovely. And there are other names in the catalogue.
Richard Carette vendor Eddie.
And Jean Campbell this comfortable dress and many more are waiting for you
and large stores everywhere. The Wish Book has truly come to life.
Of course I'm particularly proud of the wonderful creations
that are California stylists designers have for you.
In fact I have a lot more for you to see on this page.
Mattie autographed Well you certainly may look so pretty. Thank you.
Thank you. Welcome. That's the portable juice bar we have a teenager.
They're wonderful people. The teenagers.
Did you know
that Montgomery Ward is one of the leaders in providing larger assortments of
sessions for young juniors.
Their buyers are constantly searching American markets for clothes
that are budget price
and styles for the young point of view I want you to see this outfit that's right
for juniors
and right from this is to there's not a line lace trim on the sleeveless crop top
blouse and the slim tapered pants are fully line for more shapeliness
and you'll find the three ninety eight glass in the five ninety eight pants
versatile additions to your wardrobe.
The luscious tropical print of this Arnold Jersey over blouses also comfortable
with a scoop neckline.
The side Botha gathers the waistline
and has a soft effect to the tapered fitted Arnold Jersey pants the pants a five
ninety eight the blouse is three ninety eight thong sandals
and a colorful straw hat complete this look of easy carefree living.
Mother likes the California sun back fashion so popular today along with
accessories styled in California.
She selected the Square Enix on back with wide white piqué trim framing the
neckline all of these are available at McGovern reward just waiting for you.
Thank you for joining us. It was nice having you.
I love these delightful creations doubt the casual living don't you.
And I'm glad to know
that now American families everywhere can enjoy my gum rewards styled in California
fashions wherever they live. So I can tell you that thank you.
I like you very much and thank you. Bye bye.
Go.