Word: formfit
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Dates: during 1930-1939
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Genesis of the Herex fashion column was a job taken some three years ago by handsome Mrs. McLaughlin as style counselor to the Formfit Co. (corsets). In charge of the Formfit account for the L. D. Wertheimer Advertising Agency was an executive who thought Mrs. McLaughlin had greater commercial possibilities than the Formfit job brought forth. Soon Adman George Enzinger had Mrs. McLaughlin running a retail hat shop on Chicago's smart Near North Side. When the hat shop was abandoned, Mrs. McLaughlin went into the wholesale millinery trade. As designer and working boss of Irene Castle...
...year selected by his colleagues to head the committee which codified corsets, seventh industry to come under the NRA. And busy in their own showrooms chatting with buyers were the proprietors of many another corset company whose name is familiar to U. S. women-Kops, H. & W., I. Newman, Formfit, Gossard. Lily of France. All agreed that corsets this year will have few bones, that 60% will be two-way stretch, and the other 40% will go around the girths of women who are set in their ways. Only cause for excitement this year was a little flurry over...