The Birmingham age-herald., 1911-03-21
The Ferd Marx Store

If "rejuvenation' is spelled with the letters that go towards making confl- dence, beauty, equipment and quality, juvenated," for never before in the years of its history has this popular and largely patronized shop shown such wonderful exhibition, of goods in every depart ment, as those that were displayed at the spring opening yesterday.
 Goods of excellent workmanship, ex- quisite in design, carefully selected and artistically displayed, formed the key note of the offerings on the premiere day.
 New value-giving records, new attend- ance records, new selling records were es- rtablshed, the two latter being naturally the result of the former, and it was the general opinion of the hundreds of fash ionable women who thronged the Ferd Marx store that the management had provided everything that men and women of quality could desire.
 Perfection Is the slogan in every de- partment from the smallest wants in the nation department on through tho myriads of dress goods, embroideries, laces, garnitures, white goods, ribbons, hair goods, mems furnishings, millinery, lingerie, ready-to-wear things, up to lne dressmaking and tailoring departments, both of which are presided over by the cieverest and most capable artists the south affords
 Particular attention was given the ready -to-wear department at the opening yesterday, at the Ferd Marx store, for 1t seemed as if one might have walked into one of the exclusive shops in the Rue de thA Itov,la .lf gowns-evening and reception gowns. morning gowns, tailor gowns, in fact gowns for every occasion which were shown to please the most fastidious
 Among the beautiful costumes on dis play was pink evening gown of soft messaline brocaded in gold. The skirt was draped very bouffantly over a gorgeous lace of heavy pattern, inter- woven with gold. This was shown in deep band at the front of the gown while the train of the brocade over the plain pink messaline fell in graceful folds at the back. The bodice was held bit above the waist line with pale pink satin, while the gold lace formed "V' in the front and back of the neck. Over this in soft folds was the brocaded satin which fell loosely over the shoulders and formed the sleeves. these and the low ncCk DcllIS cu6Cu Witu Soiu Odii AiihSCp which was the finishing touch to a very beautiful gown. This lovely creation was exhibited in one of the show windows, and thousands admired it during the busy shopping hours.
 Another handsome gown was of white chiffon cloth over white messaline Broad bands of crystal trimming were arranged at intervals of four inches apart on tne lower edges of the skirt, which termi- mated in short train. The low neck and kimona sleeves were of heavy Vene- tian lace and the corsage was elaborately festooned with the crystal trimming. The Empire waist line was finished with a broad girdle of white satin.
 With this modish creation was shown a wrap of the white chiffon cloth cut on the long, graceful lines of the kimona style and trimmed elab- orately with heavy bands of crystal beading to match that on the gown.
 A spring model in tailor suits was very attractively built of heavy black satin. The skirt was modelled along the straight lines that are so fash ionable nowadays and the sole trim ming was a row of satin buttons down the front seams and row entirely around the hem of the skirt The short coat was cut on very loose. graceful lines. with sailor collar of moire over which was another smaller collar Of