Evening star., 1938-05-08

advertising, merchandising and dis
play people get together and plan
. the special promotions for the next
fortnight. This gives O'Clare time
to get ideas from the merchandise
itself, from the fashion magazines,
art exhibitions, from Broadway
shows and from the front pages
of the newspapers. Then he sends
his stan Of 10 assistants out to buy
things or he borrows the carpenters
from the store (out Of his own
budget to construct scenery. He
is the car in his own field, rum
ming on his own budget, rather like
a shoestring producer who has to
put on two shows a week. The
New York School of Display calls
windows "the theater Of the
streets" In his own field O'Clare
ranks at Belasco. His windows are
constantly being reproduced In
Women's Wear with admiring edi-
torial gurgles.
He has Is women mannequinS
and 18 children of assorted sizes.
Most of the extra gewgaws for the
windows are bought, but surpris-
ing number Of the outside things
he buys get resold to interested
window shoppers who come In
wanting to own that plaster dove or
the gold crown he showed that
week.
O'Clare's most famous window
was the bell one at Christmas time.
Against q crimson background
great gold bells swung, while from
inside the store came melodious
chimes. Its success came as COM
plete surprise to the store, and even
to the maestro himself. He had
planned 1t only for a three-day ex-
hibit, but it was kept on through
the entire Christmas season. He
says now, a little wistfully. that he
would have done smoother job on
the actual materials had he known
what q sensation 1t was going to be.
AN ELSA MAXWELL party is
always news. This energetic
daughter of the Far West, who Is
known throughout the world for her
ability to give the most original en-
tainment to her hundred most
intimate friends, whether it be a
dinner Of six or ball Of thou
sand, did herself UP brown on
Wednesday night. The Star Light
Roof Of the Waldorf, where the
dance was given, was mass Of
blossoms. Apple trees, dogwood and
peach trees had been ruthlessly cut
so that the walls were like flow
ering orchard.
It was a lovely and glamorous
sight. The ladies were requested
to wear organdy and the gentle
men turned out in white coats.
There were tables all around the
room. In Elsa Maxwell's own
group were Millicent Hearst and
Maury Paul. Ethel Russell, daugh-
ter Of Mrs. Borden Hartman,
United States Minister to Norway,
and Ttlly Losch sat with Cole
Porter.
During the evening, apparently
touched with the spirit Of spring,
Miss Maxwell had erected In the
ceitte Of the dance floor . May
pole with artificial leaves and long
velvet streamers. Then she called
out the following celebrities and
men around town: Ina Claire,
Grace Moore, Gladys Swarthout,
Mary Pickford. Tilly Losch, Ger
trude Lawrence, Winthrop AID
rich, Jimmy Burden, VIII Stewart,
Tulio Carminatti and Paul Draper.
who proceeded to get themselves
laboriously tangled in yards Of
ribbon. This act needed rehearsal.
1t was followed by a waltz COM
petition. Prince Serge Obelensky
and Barbara Cushing were the best.
Mrs. Vincent Astor and Ray Bolger
were another happy combination.
AS commentary on cafe society's
taste in liquor. the scotch gave