University Missourian. [volume] (Columbia, Mo.) 1908-1916, 1910-10-10
of Shopwindows


;,in;+v is interested in plans oil au-
t,mn millinery and hobble gowns. for
that is what most OF the windows are
showing, hats and gowns-at least the
windows most looked at right now'
the others don't count this time OF
year.
One needs but to stroll down Broad
way TO see what is uppermost IN the
Columbian mind at present. Watch
the crowds passing down the street,
hardware store windows, grocery
store windows, bookstore windows al
tract but fleeting notice though they
are most attractive. With one ac-
cord all stop to gaze delightedly at
gorgeous hats or gowns that rival the
robes of Solomon displayed to their
best advantage. Nor are the admirlng
ones entirely feminine though the mas
culine onlookers look sheepish or al
feet an air OF cynicism.
There is considerable psychology in
the art of window trimming. The
gowns are always shown on figures or
graceful curves the hats invariably
surmount blonde curls and pink and
white doll faces. They seem to say
Just as you will look in these clothes,
fair onlooker, if you will come in and
buy them" You can almost see your
self in that exquisitely fitting coat and
that amazingly stylish hat. Even
though you are fat and short and not
at all doll-like that is the way you
will look you think, and you enter
straightway and buy.
Or you have planned to save that
money and wear last winters hat, but
one glance at that most alluring shop
window and your resolutions melt
away like mist in the sunshine for
that hat displayed is the particular
hat for which your soul has yearned
lor many years.
Or you may have hoped for new
Mob-cap so fashionable right now, for
last years inverted bushel-basket is
sadly out of style, but John could not
get your point of view. So YOU
strolled down Broadway with him
one evening when the brilliantly
lighted shop-windows are most allur-
ng and quite casually pointed out TO
him the particular creation on which
your heart was set. 1t looked so pretty
on the blonde curls Of the wax model
that John unwarily admired it and
your battle was won.
Shop-keepers are psychologists.
They understand human nature and
make their subtle appeal to all it's lit
tie weaknesses. They pander to the
vanity of both sexes, the feminine de-
sire to look well and the masculine
| wish that all that belongs tc him
look prosperous.
Nor are the department-store Win
dows the only ones that make ap-
peal to our small failings or desires.
A walk down Broadway Is one series
OF temptations. Our sweet tooth clam
ors as we pass the heaped-up windows
Of the candy shops. We stop to i'm
agine ourselves decked with diamonds
and jewels at the jewelers.. Posters
OF remarkably beautiful girls and as
tonishingly broad-shouldered young
men in the various stages of court
ship displayed in the booksellers Will
dow attract throngs of romantic COL
lege girls; vivid pictures of college
sports Ito be interpreted either way)
are shown, necessities for every fresh
mans room; and bespectacled profess
sors pore over books and golf-sticks
lying amiably side by side. The COL
iege man flattens his nose on the
windows behind which hectic red ties
are draped or the odd fioppy hats that
only college man dares wear. The
farmer gravely speculates as to wheth-
er that shiny, new-fangled churn could
be bought with the proceeds from that
last heifer, while his wife joins every
other woman in front of the dry-goods
window. The "colored wash-lady"
and the society woman are side by
side with her for one touch of clothes
makes the whole world kin.
FLORENCE LA TURNO