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Lethbridge Herald Newspaper Archives

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Lethbridge Herald (Newspaper) - August 21, 1918, Lethbridge, Alberta PAGE TEK rHB UPTHBRroCE . fa � ! i ^ llie Pdm For Supremacy In Style, Value Ad Individuafity Must Be Aw ^ pHE STYLES FOR FALL are beautiful, practical, desirable, and emphasize the supremacy of American fashion authorities. We feel a particular pride in offering for your selection and examination a collection of models that emphasize the fashion Individuality and Beauty ARB THE Features of the NewFaU And we might add with equal emphasis-practic-: ability and desirability. * iThe style features which stand out most proniin' ently are the tailored lines of the coat combined with a belted or semi-belted effect, whether the suit is one of a moderate price or one of the more expensive models in the store. Fur is used extensively for trimming in the new suits, which helps to bring out in pleasing relief the fine, beautiful designs of the new garments. And BO we Bty that the new suits are truly individual in character, and particularly eo because we have made an excepUonal ettort to collect only such garmentB as hare been accepted by fashion authorities, and la limited quantities to afford an individuality of preference. You wIU find a Tlslt moat Interesting and will bring to you a wealth et style and faahlon Inlormation. Come, What shall we Say About the We are so enthusiastic about the new styles that we could fill fully two of these columns telling about the displays, but there is one thing in particular that stands out above the rest. The whole secret of the beauty of these garments lies in their simplicity, -V ^ i , Freakish styles are tabooed and you will not find a single one in this collection. We have exerted unusual efforts to have each coat represent a different style feature, thus insuring individuality. .*c , The use of fan by designers Is very important and just enough Is used to glvo tl^e coat a smart touch of becomingness. The new belts are particularly striking, and the materials vary to Include the new fabrics which will be 'favored thla BoaiOB. Here iwe mast limit ourselves to the description and if you aro to choose the best styles from among these, it is only natural that we should urge you to make an early selection., tendency for fall in a most satisfying manner. A corcial invitation is extended to view the niew fashions, which are arranged in very effective displays in pur windpvys and the **Ready-to-Wear" department. Don't fail to see them-they are a fashion education I The Fall Dresses are NoveJ, Unique and Decidedly Attractive ' Styles that are expressive of ihe moment. Designs that will further impress upon the Lethbridge public the superiority of our ladies' Ready-to-Wear. "Concentration" is the keyword today, arid it is probably because of this that such beautiful and attractive modes have been developed. Here you find a draped effect-there a drapo idea to conform with the fashion tendencies of the season. Another design wUl show the effect of an overskirt, and so on in the entire assemblage, one model after another presents many attractive features that ,^111. surely interest the fashion-loving women of this city. The season's best and most favored faBhlons are ready for your viewing and your approval. * � < We Are Justifiably ProiadOf Our____. For 249 years, 'Furs' and the 'Hudson's Bay Company' have been so closely linked as to become almost synonymous and it is difficult to think of one without connection'with the other, conducing to the advantageous reputation of both. i Of all merchandise, Fur lends itselt most readily to misrepresentation in the hands of a dishonest or even misinformed merchant -only an expert can readily detect the genuine from the false, and the general public must stand or fall by the declarations of the firm they are dealing with. You are needing Furs? Then Is It not policy on your part to purchase from a tlrni with 249 years expert knowledge behind it-249 years' reputation for honesty and fair dealing to maintain-havfing unequalled facilities for- procuring the choicest on the market at prices not available to the general merchant. SEE OUR FURS HAVE YOU SEEN ] OUR WINDOWS The. results of our thorough, thoughtful preparation for the Fall season of 1918 are revealed to you in fljeso displays. And equally as important, a supreme criterion at valU9 givius If afforded you. .WHEN YOU'VE SEEN OUR WINDOWS Become familiar with the range of prices so that'-you can nAke comparlBons 'and learn tq your own satisfaction tho advisability of purolia'Bing at this store. ;