Word: taffetas
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Second Look. In Manhattan's 71st Regiment armory, lingerie models gave buyers a peep at the industry's new look in lingerie. It was exciting enough to start wags chasing models (see cut). But the new taffeta ruffled petticoats (some designed to show an inch below dresses), teddies trimmed with a six-inch embroidered net design, and haremlike ankle-length pantaloons for sleeping were serious business to the lingerie industry. Thanks to them, it hoped to boost its sales up from 1947's record high of about $430 million...
Sally De Marco, half of high society's classiest dance team, unveiled a novel taffeta-&-tulle number she declared she had run up herself, explained candidly to the press, "I just kept adding stuff to the back" (see cut). She habitually spent "at least $50,000" a year on her clothes, said she. "But I don't mind, really," she hurried on, making everything clear. "Dancing in a new dress is . . . completely exhilarating...
...millions of words of straight copy -some excellent, some merely ridiculous -were not enough, the press engaged in a few didoes. The Washington Post flew Mrs. Lois Guerrieri, who sent the bride a green taffeta dress and thereby got an invitation to a tea party, to London as its special correspondent. (But it was the New York Herald Tribune's Don Cook who "doctored" her stories. She got homesick, flew home the day before the wedding.) One wire serviceman (U.P.'s Robert Muesel) filed a 2,400-word "past tense" account of the wedding in advance, padded...
...serenaded by Manhattan's Town & Travel Wear, Ltd. The dress shop said that Cugat (who has been sued for a separation by his wife of 16 years) okayed "anything in the house" for Actress Lorraine Allen-whereupon Miss Allen brooded for two hours, then settled on something in taffeta with an off-the-shoulder effect. The shop ran it up, to order, and then Cugat sent it back. What the shop wants: $297.95, in jigtime...
Jacques Fath, a slim, blond newcomer, added a bodice of torturing wire stays to his model of dusty blue taffeta, "Argengon" (price: $650). Hermès, famed for his sport dresses, featured his low-necked "Boston." Another newcomer, Pierre Balmain, managed to be very chic and comparatively reasonable: his mauve taffeta and tight-skirted black silk evening gown (price: $360) also had long gloves of matching taffeta. Spanish-born, ex-Communist Balenciaga was the only one who went against the mode. The New York Sun's Judy Barden quipped about Balenciaga's conservative collection: "It reminds...