STYLED IN CALIFORNIA

[Music] this is the time of year when all of us all over the country make big plans for vacations for weekend trips and for fun and recreation out here in California where we live out of doors so much at the time our designers have developed new fashions for casual living these fashions styled in California are gay and colorful just right for summertime everywhere and for you too summertime is playtime for families boys and girls mothers and dads here's a typical family breaking loose from the city for a day of Fun in the Sun whoops here you go thank you no Judy that's Janice Paige welcome to our part of the country this is a typical California day at least it's the kind we like to think is typical and we're noted for casual outdoor living but did you know that California has become the fastest-growing fashion and Design Center in the world that's right and why not look around you take that lively family over there who just arrived notice they're interesting sportswear to start her day of style in California fashion mother has chosen this beautiful mint green Shirtwaist dress of combed cotton the tailor's shirt collar has flexible stays that keep the collar straight and crisp this dress has comfortable roll up sleeves and an unprecedent featuring a generous six-inch hem and could you guess the price only 898 we'll look at the men's outfits in a minute after we visit with some pretty friends at the barbecue checks are a fashion first this summer for almost any activity the blouse and skirt separates are in fashionable gingham check and here's real fashion news a feminine treatment of the jacket blouse in nylon lace and rose applique trimmer this very same feature is carried out again in this unpressed pleated full skirt comfortable and charming the price 598 for the skirt and 398 for the blouse mother and her friends might be discussing plans for the day but I'm sure they're talking about a favorite subject fashions and the newest creations they are wearing from right here in California two-piece dresses are quite popular this year and our real standbys for your wardrobe the fitted crop top emphasizes the feminine look and gently hugs the waist for a smart silhouette accessories such as this chunky bracelet help accent the floral colors you will have fun with this inexpensive but stylish dress it's 898 the prince TK is typically Californian and isn't that full pleated skirt lovely a border Ham outlines the print and gives an added impression of fullness this outfit is perfect for a little fling at twisting the real feature is the ball fringe trim at the bodice we see it repeated above the widened hemline the miniature checks in combination with a solid fabric add contrast and interest decorative and practical its 1298 at wards and it is a must for petite sizes this pinafore dress is one of the youngest looks I have found in the California market our designers have developed a sophisticated flavor to this black and white Czech pinafore the neckline and the back treatment are appealing and fashionable the bouffant puff sleeves are lined to retain their shape the bell shaped skirt brings youthful freshness to grown-up fashions this dress is ideal for juniors too for 1298 our designers loves to create practical fashions for children and what mother wouldn't be proud of this charming outfit for her little girl the sleeveless blouse of this two-piece petal pusher set has many hours of playtime in it there's plenty of freedom built-in with his shirt tail over blouse the pedal pusher pants fit snugly because of side elastic inserts and zipper bed the rose print pattern is cleverly designed for a new effect so the pattern changes at the button front [Music] this all cotton completely washable outfit will be a favorite for your daughter's summer Fun in the Sun for 398 and this young gentleman is dressed right for play in this cotton terry jacket and shaggy-dog gabardine surfer in brilliant colors both surfers and jacket are washable and they protect when cool Beach breezes blow here are some real fresh and cool fashions spaghetti-strap dresses like these are typical of the creations of our top designers you can wear these summer dresses anytime almost around the clock the necklines are suitable for any occasion and are just right for junior sizes fashion authorities call this the spare look a simple unadorned sheath with a gentle waistline drawstring trimmed with fun tassels in delicate pink cotton pique [Music] now for a different treatment the ballet bodice it's beautifully shaped with curved seams and double fabric bodice to assure figure-flattering you will love this dress in soft pastels its 598 over there on the beach dad is helping the kids to get their new Sea King boat in the water a two-piece jamaica set the ruffled sleeveless over blouse is perfect topping for her well cut Jamaica shorts the abstract designs in bright California colors of the newest print fashion for summer play wear and look at the pattern of racing colors in this shaggy dog cotton twill clam digger a real eye-catcher let's check in with our golf and badminton enthusiast there's dad his sports shirt is typical of California design and color its wash and wear cotton with patch pockets and novelty buttons ruffles are a sure sign of this summer's fashion they're everywhere on the sleeves and on the hemline of this continental curved shirt tail over blouse the solid line green color is well mated to the scatter dot Jamaica shorts oh oh there goes the birdie [Music] and here we are thanks to the birdie at poolside - look at some lovely swimwear did you know that most swimsuits come from California our designers are doing wonders with new fabrics and designs and the beach wear accessories are just as colorful and interesting like this fun hat the girls are admiring this beautiful suit was fashioned by sea lure note the superb fitting the built up shoulder straps the gently rounded neckline and magnificent low back how much just 1498 at Wards some of us like to sit and soak up the Sun in summertime but this you will need a wide brim beach hat to complement your cozy outfit but oh the compliments you receive from your sunburst Thierry twosome to be pink pretty and feminine try this Daisy pattern swimsuit of jacquard cotton knit it's a special delight at 1298 beach and poolside cover-ups were never gay or more varied than this summer here is a homespun Balboa blue cotton poncho with cotton tassels just what you've always wanted and so is this fringed red polka dot beach shift reminiscent of the Roaring Twenties look at that fringe this shows how some Styles keep coming back in one form or another the styled in California straw beach hat has little honey bees buzzing around the brim and our camera bug thinks it's wonderful if you think you're seeing spots before your eyes look at these these California swimsuits are noted the world over for perfection of fit and fabric for all finca types take a look at this outfit topped with a black straw hat and sheer blue scarf trim this perfect black classic Mayo is ideal for both the swimmer and Sun bather a white stretch belt allows for freedom in or out of the water the dramatic feature of this suit is the low back treatment especially designed for the junior this curvaceous swimsuit has neckline knit braid trim a novel back treatment beautiful suits by sea lure to make every girl beautiful [Music] well let's see what our girls have spotted it's a real live Beachcomber the first we've seen today and already he has companions these are fashions for the young set juniors too are favoring checks this summer this sundress with a gathered skirt has a rickrack trim edging the neckline of the double fabric bodice the dress is velvet with a shoestring tie and is available in a variety of pastel colors her companion wears a sleeveless provincial cotton print dress with a high square neckline edged with a sawtooth braid the color of the dress is grass green you can find it in other colors too in the junior department of Montgomery Ward stores for 898 our Beachcomber wear as a batik print short sleeves sports shirt with matching boxer trunks fancy but masculine and only 598 let's go back to the pool what a beautiful swan dive and what a splash look at what we have here something new in poolside fashions cool not really there's a gay nineties movie set nearby and some of the girls are taking a lemonade break it gives me a chance to tell you about a company that was famous before these fashions were popular this well-known company Montgomery Ward has insisted on quality merchandise and up-to-date fashions for the American woman throughout its history in fact for 90 years Ward's has been bringing to millions of women fashions that are smart and easy to wear twice a year Ward's fashion experts go to Europe to get original ideas and designs for today's colorful and comfortable fashions why don't you visit a ward store or look through one of their catalogs here in this book and in Ward stores you'll see adaptations of originals by Balenciaga Nina Ricci Jacques I'm and Siobhan she of course Ward's uses the best and most colorful creations of American designers - the dress on the cover of this catalog is the John Frederick's original created exclusively for Montgomery Ward isn't it lovely and there are other names in the catalog Richard curette vendredi and Jean Campbell this comfortable dress and many more are waiting for you in Lourdes stores everywhere the wish book has truly come to life of course I'm particularly proud of the wonderful creations that our California stylists and designers have for you in fact I have a lot more for you to see on this page may I have your autograph well you certainly May you look so pretty thank you here you are thank you you're welcome that's the portable juice bar we have the teenagers they're wonderful people the teenagers did you know that Montgomery Ward is one of the leaders in providing larger assortments of fashions for young juniors their buyers are constantly searching American markets for clothes that are budget priced and style for the young point of view I want you to see this outfit that's right for juniors and right for mrs. - there's nylon lace trim on the sleeveless crop top blouse and the slim tapered pants are fully lined for more shapeliness and you'll find the 398 gloss in the 598 pants versatile additions to your wardrobe the luscious tropical print of this arnelle Jersey over blouse is oh so comfortable with a scoop neckline beside bow tie gathers the waistline and adds a soft effect to the tapered fitted arnelle jersey pants the pants are 598 the blouse is 398 long sandals and a colorful straw hat complete this look of easy carefree living mother likes the California Sun back fashion so popular today along with accessories styled in California she selected a square neck Sun back with wide white pique trim framing the neckline all of these are available at Montgomery Ward they're just waiting for you thank you for joining us it was nice having you I love these delightful creations styled for casual living don't you and I'm glad to know that now American families everywhere can enjoy Montgomery Ward's styled in California fashions wherever they live Oh China thank you I'd like to very much and thank you bye-bye [Music]