The Indianapolis times. [volume] (Indianapolis [Ind.]) 1922-1965, 1932-02-29
Styles Are
Broadcast
by Women
BY JULIA BLANSHARD
NEA Service Writer

NEW YORK, Feb. 29.--Along with
the new spring fashions comes
something brand new in the fashion
world-a television fashion show
Virginia Chandler Hall, interna-
tionally known fashionist, has the
honor Of being the worlds first tele-
vision fashion editor.
Always a pioneer in new fashion
fields, Mrs. Chandler Hall is the
first woman to put on fashion
show in a broadcasting studio and
have 1t seen and heard by custom
ers invited to an improvised tele-
vision receiving theater in de-
partment store some distance away.
Standing by the model in the
broadcasting studio, Mrs. Chandler
Hail explains, into a mike, all the
high points in the new styles just
as she would do were the fashion
models treading a runway at
FASHION luncheon or dinner.
New Field Open
OF course it is not perfect. Tele-
vision still is in such an expert
mental stage, and it still is subject
to weather conditions.
But the very fact that it is pos
slole 10 see and he,= about new
styles, even within a small radius
OF the broadcasting station, opens
up entirely new fields for fashion,
ISIS TO conquer and for customers to |
enjoy.
The future Of television in pre- /
senting fashions seems to me so
great that we can not conceive Of |
the time and trouble it will save
any more than, in the early DAYS |
Of automobiles, any one could know
now the automobile would revolu- |
tionize living" Mrs. Chandler Hall |
told me.
When television is perfected a
woman in her home can see a hat /
advertisement that appeals to her
in the morning paper, call up the
millinery department of the store
and ask TO have particular hat |
shown to her
Il believe that before long tele-
vision will become a real CONNER
cial fashion medium and a mer-
chandising medium.
Must Know COlOrs
Putting on television fashion
show has its own technique, ac-
cording to Mrs. Chandler Hall. You
must be sure of your color con-
trasts, black and white being espe-
cially good.
you must know, for instance,
that blue takes white and orange
black. 1t is a question of having
real fundamental art knowledge,
in addition to knowing what will
be worn and why
Models must have the same
naturalness that the best fashion
models have, and one who photo
graphs we'll, usually the oval-faced
miss with high cheek bones, makes
a good television model.
To date these fashion shows can
not be broadcast far. Only few
Of the biggest cities would even
have the equipment for sending and
receiving. But New York is leading
the way to universal usage when
perfected
This new venture makes Mrs.
Chandler Hall three times a fash
ion pioneer.
Was Nations First StyIist
Just after the World war, when
she first started to work, she hung
ont l,oy cbiou1a in Davis and no
came Americas first "stylist" there,
then a totally new profession for
women.
A few years ago she pioneered
again by applying the same meth
DDS that have been so successful in
ready-to-wear to
home furnishings.
She advised client manufacturers
and retailers about giving con-
sumers Inexpensive home furnish
ings that we're simple and in good
taste
Before going into fashion work
in Paris, Mrs. Chandler Hall had
had no experience or training in
any kind of work. Born Vermont
blue-blood of fine old American
stock, hers had been purely social
life.
But her innate good taste, COM
bined with particularly orderly
mind and an unbounded curiosity
about how things get done, make
an exceptionally good foundation
for the work she chose.