Imperial Valley press., 1930-10-11
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LOCAL NERCH4NTS FALL OPENING
FEATURES BEAUTIFUL DISPLAYS
I1lIIi1tIiiiitii

Darkencd windows along Main
street suddenly blazcd with light ut
7:30 o clock last night and revealed
gorgeous displays prepared by mer-
chants for the fall fashion show
sponsored by the chamber Of com
meTce and the Junior chamber Of
commerce.
At the same moment the automo-
tile parade began the line of march
down the thoroughfare from east TO
west and with screeching horns in
troduced dozens Of new fall models
in automobiles
An escort of motorcycle police
headed the line and was followed
by the tiny Austin belonging to
Clements Drug store. Cleaning Sc
dams, smart roadstcrs, clever coupcs
and touring cars of many makes
were interspersed with huge trucks.
Visitors from all parts OF Imper-
ial Valley thronged the streets from
6:30 q clock until long after 10
. clock Favorable comments were
heard from all sides and the chamber
Of commerce and the juniors re-
eeived congratulations upon the plan
while merchants were praised Ter
their wholehearted cooperation and
civic mindedness.
Montgomery Ward 5 windows were
SO arranged as to appeal TO the taste
Of every member Of the family. In
one window was display designed
- - :
eve. Here were smart suits, with
appropriate hats, shoes. gloves and
purses Exquisite lingerie and deli.
cate cosmetics Of decided feminine
appeal were arranged artisticany
against 4 dainty background Of rose
satin draperies, with gay hat boxes
in the foreground.
The center window displayed Ar
tieles for use in the home and IN II
was something TO appeal to every
member in that home. Automobile
accessories, which are particular
features Of the semi-annual Ward
week which concludes tonight, were
grouped III the third window. and
many Il motorist examined with IN
terest the tire and battery display
as we'll as the other accessories
shown in this group.
Katherine L. sullivan attracted
hundreds Of men and women with
her fashion show staged BY living
models. Madame Lucile, New
York designer, displayed beautiful
line OF gowns. suits and coats. for
every occasion and every type.
Spectators banked them nselves along
the windows II the front and side
Of the shop and il was almost i'm
possible to gain peek az the in
terror where the models were Iar2d'
irg. Shoes for the models were pro,
vided by NJ. o. King Company.
Price right and fashion night
was the slogan carried out il the
j. c. Penney windows. Ensembles
os dress, shoes, hose and bag were
attractive. The men 5 display offer
ed masculine clothing from Up 10
toe. all in the latest mode.
The Office Supply window car
ried large assortment OF correct
writing paper and note paper. The
beautiful linens and cards viii make
letter writing a pleasure. \ diver
sified assortment Of pens and pen
ellis provided many suggestions for
Christmas gifts and bridge prizes.
Smart Fashions Shown
johnson Greene store windows
were artistic 70 the last degree.
Men 5 STYLES were featured III one
section and women's in the other.
The masculine display comprised
the newest in fall fashions. Excel
lent materials combined with per
feet tailoring were apparent IN ev-
cry garment. Women ) fashions
featured froeks in black and in blue.
NJ. o. King Co. decorated the en-
tire window space ~ the store and
when they were unveiled charm
ing arrangement was revealed IN
each space. The fact that men are
interested in styles was demonstrate
cd once again by the admiring
groups Of masculine window shop
pers. Up-to-the-minute dresses, hats
and coats were featured in the
women S section.
This merchandise arrived from
coast style centers yesterday morn
ing and never had been shown in
Fl Centre previous to 7:30 o'clock
last night. Infant garments. yard
age and shoes filled the remaining
display space.
just two pairs Of shoes were
shown at the Peacock shop, q black