Menu JTA Search

Shop Talk

Download PDF for this date

Spring over New York! The time, mid-day; the place, 5th Avenue; the occasion, New York’s Easter Parade. This year there was a marked change in women’s attire; there was no fussiness, no overdress. Tailored tweeds in bright pastels and monotones were in abundance. Large hats were smartest, in flat mushroom sailors or youthful rolled brims showing the face. Navy blue predominated, with Alice Blue following as a close second. Silver foxes draped luxuriously from many a lovely shoulder and flowers in profusion made Easter Day on 5th Avenue an event not soon to be forgotten.

Feet came first in the tramp, tramp, tramp down the avenue with the Easter Parade; and there were no pained “brut foot” looks on the faces of the smart women who stepped briskly along. I. Miller had the advance story on shoe fashions for this spring, for all of their exclusive models including distinguished low-heeled oxfords, exquisitely graceful sandals, smart patent leathers, flattering Roundies and Ingenues, passed me that day in a light footed, “confident that they were smart” manner.

One of the Bright Spots of Bonwit Teller 5th Avenue is the exciting young Rendezvous fashion shop on the second floor. Against a background of 5th Avenue and Radio City these new clothes march in step with spring. Spring shows its sign in the greenness of the hedges alongside the British Empire building and just as surely spring shows its sign in the crisp whiteness at the neckline of Bonwit’s town tweed coat with double reveres and fresh pique. The story of their evening fashions is brief and dramatic, told with flowered chiffons, airy tucked nets and pastel crepes. A stunning collection of afternoon dresses are there too, all in “down to earth” pricing and designed to make the most of your good points.

For once be extravagant and Jearn how really relaxing good bath accessories can be. Saks 5th Avenue, is presenting for modern Sybarites a complete set of exquisite bath toiletries which include a huge box of dusting powder, a bath bar of fine soap and a large jar of famous Scandia Jourde bath cream for your personal loveliness. It is regularly priced at $5.00 but is featured this week at $3.75. Mail and telephone orders filled.

Will you be one of the six fortunate women in New York tomorrow? The most amiable news transmitted by Russek’s 5th Avenue, came to us today. Six coats of Labrador Mink, those minks of dark haired skins that come from the northernmost reaches of Labrador and prized because of their natural depth of color which needs no retouching, have just been completed in Russek’s Design Studio. We can soothe your conscience for daring to think of a new coat now, by proclaiming smugly that these coats are offered at savings of from $1000 to $1500 on each coat, The garments are magnificent and combined with the ## is the chic of Paris and ## inimitable Russek style.

Gloves have at last come into their own, and now have a definite ## in the parade of fashion. They are being made in quaint, amusing and sophisticated styles.

Founding Funders

The digitization of the JTA Archive would not have been possible without the generous support of the following donors:
  • The Gottesman Fund
  • Righteous Persons Foundation
  • Charles H. Revson Foundation
  • Elisa Spungen Bildner and Robert Bildner, in honor of Norma Spungen
  • George S. Blumenthal
  • Grace and Scott Offen Charitable Fund