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Newspaper
Athens Messenger
Location
Athens, Ohio, United States of America
Date
Mar 14, 1940
Page
15
Budget minded shoppers can extend spring outfits into summer with a versatile coat. Fitted reefer and boxy full length coats top fashion, capes return, and pockets plus buttons dominate trims. Navy black gray predominate with accents of royal blue beige green and yellows amid guidance to buy a coat first and build a two or three piece ensemble.
Spring wardrobes shape up in Athens as 1940 dress styles hit Court Street shops. Bolero and jacket dresses headline a range of one and two piece outfits with sheer wool options and redingotes. Pockets, lingerie accents, ruffles, jabots, and pastel ribbons dominate, with navy and gray as key colors and rayon silks as favored fabrics.
Clothes for work and play showcase denim as a leading spring fashion for teens. Tailored simple lines include swing skirts, shirtwaist blouses, shorts, and sleek slacks with practical details and variety in color and finish. The denim look pairs with two shirts and one pair of trousers ensembles and features durable fit guarantees. Teens also adopt a new junior bra form worn with a stretch girdle for dress sizes.
The piece notes various sports hats including the honey or classmate low crowned wide brim model in fall and winter wear, a new pork pie option, and the small flash hat seen in an Athens shop. It mentions higher crowned sports styles, plaid pastel sailors, and their dressy appeal for sweaters and skirts, all described in a period fashion voice.
Fashion note warns that well groomed women notice tiny details like stockings. With short skirts and detailed shoes, legs and ankles attract attention, so choose slender pointed heels that flatter and visually slim the ankle. Emphasizes proportion and finishing touch.
Lois Cassidy notes skirts remain full and swingy with new variations for spring. She highlights a cash and carry removable flap purse skirt, diagonal pastel plaids softening Scottish influences, and back zipper styles in silk and silk jersey with lastex tops and belts to shape fullness.
Rubber flowers provide a feminine touch for winter and summer swimwear. Corsages butterflies necklaces bracelets and hair garland are offered in rubber, colorfully reproduced for sea dunking. New rubber swimsuits feature brief skirts uplift bras and textured surfaces.
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