Life — June 20, 1912 — page 14: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

1254 Now is the Time The Summer Season Offers Unusual Inducements to Ladies for Spend- ing Money—The Fashion Reform League's Great Program W 2 urge all of our patrons who are anxious to spend as much money as possible this summer to consult with us. We have just completed a new set of designs for camp life. Our evening clothes for camps can be obtained all the way from $500 up. If you have a camp of your own, it would be necessary for you to have emergency costumes for your guests. Many of our customers among the newly rich do not realize the fact that it is no longer en régle to live in a camp in ordinary clothes. If you have a camp, therefore, and one of your guests should commit the terrible blunder of appearing at breakfast in a shirt- waist and short skirt, you should have an emergency cos- tume ready in order to provide the proper covering. We furnish simple breakfast gowns for camps, a com- bination of valenciennes lace cut bias, with purple plush basques, lined with cinnamon colored shot silk and ar- ranged in fluted columns around the waist, with two sets of elephant’s breath slippers and breakfast cap to match, for $650. In case your guest appears in the breakfast room of your camp in anything that is improper, you can hastily cover her up with one of these simple costumes. Having started the breakfast cap fashion, we are, of course, prepared to furnish a greater variety than any others. Some of these caps, for elderly ladies, are ar- ranged in such a way that they can be drawn over the face. This is in response to a demand from some of our male customers, who claim that, after having looked at a certain face for twenty years at the breakfast table, they incline to the Oriental idea. UR costumes for young girls at summer resorts were never so elaborate as they are this year. In these cases we deal directly with the daughters, it having been our experience that it is a waste of time to consult with the parents. We advise all young girls, therefore, if possible, before they go to a summer resort, to send their parents over on the Continent. By having your parents in Europe all summer and by placing yourself under our charge, you can go to any summer resort and be sure of receiving attention. We furnish a complete summer wardrobe for a young girl of seventeen, consisting of twenty-two trunks full of a great variety of costumes, for only $18,000. You can spend six weeks at a summer resort and change your frock every three-quarters of an hour during the entire period, evenings included. “FE - “For the camp” Before going away for the summer we advise all young ladies to drop in and take a course of make-up. We have special experts who devote themselves entirely to making up young girls, and we can assure everybody that no self-respecting girl can afford to do without this course. In case you are obliged to entertain your parents at a cottage and desire to have us fit them out, we will do so at moderate expense and in a way that they will not make you ashamed of them. eo * @ W have a set of new bathing costumes for elderly ladies that can be worn with impunity. This prob- lem, indeed, has been one of the most difficult ones that we have ever had to solve. Any woman over forty who appears on the beach in a bathing costume is likely to strike terror into the heart of all who behold her. This is especially true if she is rather stout. We have had our artists work- ing on this problem for some time and have produced an array of bathing suits for elderly ladies which mitigate their appearance in a remarkable degree. We can make a woman of fifty on the beach appear positively seductive. Some of our costumes include a watered silk entourage effect, with passementeric embonpoint edgings. To illustrate our wonderful capacity to make you look better we have lately been experimenting with flower ef- fects for bathing suits. A lady of forty-eight, who weighs two hundred pounds, appeared in one of our bathing suits trimmed with indestructible roses, giving her the appear- ance of a man-of-war on Fourth of July, floating on the She could be seen for eighteen miles along the horizon and she received three proposals of marriage in- side of twenty-four hours. No matter, therefore, at what age you may be, from sixteen to si we can make your summer a joy and can initiate you in ways of spending money that you have never dreamed of before. Life's Fashion Reform League. waves. comicbooks.com