Styled in California (early 1960s)

[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 ofdoors so much of 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. Look, 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 their interesting sportsear. To start her day of styled in California fashion, mother has chosen this beautiful mint green shirt waist dress of combed cotton. The tailored shirt collar has flexible stays that keep the collar straight and crisp. This dress has comfortable rollup sleeves and an unpressed pleated skirt featuring a generous 6-in hem. And could you guess the price? Only $8.98. We'll look at the men's outfits in a minute after we visit with some pretty friends at the barbecue. [Music] 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 trim. This very same feature is carried out again in this unpressed pleated full skirt. Comfortable and charming. The price 5.98 for the skirt and 3.98 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 are 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'll have fun with this inexpensive but stylish dress. It's $8.98. The print p is typically Californian. And isn't that full pleated skirt lovely? A border hem 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. It's $12.98 at Wards and it is a must for petite sizes. [Music] This pinn 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 check pinnor. The neckline and the back treatment are appealing and fashionable. The buffon 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 $12.98. Our designers love 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 this shirt tailover blouse. The petal pusher pants fit snugly because of side elastic inserts and zipper bag. The rose print pattern is cleverly designed for a new effect. So, the pattern changes at the button front. This all cotton, completely washable outfit will be a favorite for your daughter's summer fun in the sun for 3.98. [Music] And this young gentleman is dressed right for play in this cotton terry jacket and shaggy dog gabberdine surfer in brilliant colors. Both the surfers and jacket are washable and they protect when cool beach breezes blow. [Music] 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 neck lines 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 PK. Now for a different treatment, the ballet bodice. It's beautifully shaped with curved seams and double fabric bodice to assure figure flattery. You will love this dress in soft pastels. It's 598. Over there on the beach, dad is helping the kids to get their new Sea King boat in the water. Here's our young teenager who's ready for fun in a two-piece Jamaica set. The ruffled sleeveless overb blouse is perfect topping for her well-cut Jamaica shorts. The abstract designs in bright California colors are the newest print fashion for summer playw wear. And look at the pattern of racing colors in this shaggy dog cotton twill clam digger. a real eyecatcher. Let's check in with our golf and bat mitten enthusiasts. There's dad. His sport shirt is typical of California design and color. It's 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 wellmated to the scatter dot Jamaica shorts. Uh-oh, there goes the birdie. And here we are, thanks to the birdie at poolside to 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 beachwear accessories are just as colorful and interesting, like this fun hat the girls are admiring. [Music] This beautiful suit was fashioned by Seure. Note the superb fitting, the built-up shoulder straps, the gently rounded neckline, and magnificent low back. How much? Just $14.98 at Wards. Some of us like to sit and soak up the sun in summertime. For this, you'll need a widebrim beach hat to compliment your cozy outfit. But oh, the compliments you'll receive from your Sunburst Terry Tusome. [Music] To be pink, pretty, and feminine, try this daisy pattern swimsuit of jackard cotton knit. It's a special delight at $12.98. Beach and poolside coverups 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 20s. 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 honeybees 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 figure 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 sunbather. 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 and novel back treatment. Beautiful suits by Seure to make every girl beautiful. Well, let's see what our girls have spotted. It's a real live beach comr, 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 rick rack trim edging the neckline of the double fabric bodice. The dress is belted 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 $8.98. Our beach comr wears a boutique print short sleeve sport shirt with matching boxer trunks. Fancy but masculine and only 5.98. 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. Well, not really. There's a gay90s 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, Wards 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 cataloges? Here in this book and in Ward's stores, you'll see adaptations of originals by Balenciaga, Nina Richi, Jacquheim, and Gioveni. Of course, Wards uses the best and most colorful creations of American designers, too. The dress on the cover of this catalog is a John Frederick's original created exclusively for Montgomery Ward. [Music] Isn't it lovely? And there are other names in the catalog. Richard Caret, Vin Drad, and Jean Campbell. This comfortable dress and many more are waiting for you in ward 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. Oh, Miss Paige, 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 for 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 styled for the young point of view. I want you to see this outfit that's right for juniors and right for misses, too. There's nylon lace trim on the sleeveless crop top blouse, and the slim tapered pants are fully lined for more shapliness. And you'll find the 398 blouse and the 598 pants versatile additions to your wardrobe. [Music] The luscious tropical print of this Arnell jersey over blouse is oh so comfortable with a scoop neckline. The side bow tie gathers the waistline and adds a soft effect to the tapered fitted Arnell jersey pants. The pants are 5.98. The blouse is 3.98. Thong sandals and a colorful straw hat complete this look of easy, carefree living. [Music] Mother likes the California sunback fashion so popular today. Along with accessories styled in California, she's selected a square neck sunbach with wide white PK trim framing the neckline. All of these are available at McGomery 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 Wards styled in California fashions wherever they live. Oh, Miss Paige, you'd like to join us? Thank you. I'd like to very much. And thank you. Bye-bye. [Music]