1915-03-03ff

With the arrival of March, there was a hint of the coming spring in the air. For the women of Hamilton, early March meant that warm weather was just around the corner and that the department store in the downtown core would soon be displaying the latest in spring and summer fashions.

One of the biggest and most successful of all the downtown Hamilton stores was the Right House at the corner of King and Hughson streets.

For its 1915  March opening of the spring fashion season, the management of the Right House went to great lengths to make it an attractive and memorable occasion. For the first spring fashion opening since the outbreak of the Great War, certain colors and themes were incorporated into the presentation. Also, many of the latest trends were also presented for the first time, such as the use of modern dancing, “living models” and other novel departures.

As the Right House was one of the biggest advertisers with the Hamilton Spectator, the Great Family Journal assigned one of its most talented reporters, and gave him, or her,  plenty of space to capture the spectacle.

Following is the article in full as it was presented under the headline : “Modern Dancing a Feature of Right House Opening : Last Word in Gowns, Displayed on Living Models, and Other Novel Departures Draw Milady to the Right House :

“Milady Fair, perennially in search of exclusive raiment and the last word in feminine adornment, stormed the Right House today and found a glittering golconda. Bigger and better and more dazzling than ever, in a stereotyped phrase, painfully overworked, but it needs must be given employment again, most appropriately describes the 1915 spring opening.

“Those who have harbored the impression that the war has clogged the wheels of European commerce and stifled the markets should make it a point to visit Hamilton’s ‘ favorite shopping place.’ The bhig store is stocked as it never was before. So much is this the case that the store-rooms are inadequate, and aisles and counters where the overflow has found itself present a veritable riot of color.

“The war, instead of having an adverse influence¸ has been an inspiration to the master designers. They have originated this season’s models almost exclusively along military lines. Suits, coats, dresses, millinery and even shoes have been affected. A dash of military braid here, a glittering button there, and accentuating these, the swagger lines – truly the spring of 1915 has brought foibles and originality sufficient to satiate the cravings of the most exclusive and fastidious.

“Had the Right House management contented itself with the mer act of bringing these designs and colors to the store, the mission would have been a most noteworthy achievement. But the management was far from contented and satisfied. The prevailing idea was to make this opening the most wonderful in the history of Hamilton.

“Draping these most original gowns and jauntily placing these new and stunning millinery creations on inanimate wax forms did not conform with the 20^th century ideas of the Right House experts. So, presto, the long arm of the management reached out and plucked a bevy of living models. Professional models, these; selected first because of beauty of face and figure, and then trained in the art of wearing exclusive gowns and millinery as they should be worn. These models are exhibiting the new creations morning and evening – entering from their dressing rooms on to a miniature stage, then merging onto the lengthy, carpeted promenade, itself a work of art and master designer’s skill. The promenade is 75 feet in length, and the stage, beautifully appointed, has a floor space of four hundred square feet. The drop in the background shows an airy, springtime setting, most appropriate, and is done in subdued tints and coloring, the effect being most alluring.

“This idea of employing living models is not a new one for The Right House management, for seasons past it has been in vogue at Hamilton’s favorite shopping place and has been greatly appreciated. A new departure, however, has been taken. The Hamel Sisters, as demonstrators of juvenile clothing and misses’ apparel, have been brought to The Right House for this opening, and are co-operating with the adult models.

“And even with these attractions, the enterprising management was not satisfied. An original and special feature was desired, something that would be educational and, withal, entertaining. Result : The engagement of those Hamilton favorites, Prof. John Hackett and Miss Wynne Jackson, who, each afternoon, demonstrate the latest dance crazes, including the fox trot, the maxixe and one-step. For these demonstrations, the promenade is used, the living models retiring for costume changes while the ball room dancers show the latest and most popular whirls of terpsichore. Miss Jackson appears only in new Right House costumes, most appropriately selected.

“The comfort of the store’s patrons has been conscientiously looked after. Hundreds of chairs have been arranged on each side of the promenade, which, by the way, is one the second floor.

“The designers and decorators have specialized in no particular color scheme. Fashion has decreed that this season’s modes shall be irregular and vari-colored. So it is with the interior decorations – a military red here, a Belgian or Holland blue there – just a riot of light and color that blends and scintillates and makes a feast for the critical eye.

“The military influence has smitten the dyers of cloths just as violently as it has affected the designers – probably more so. For instance, now, The Right House buyers have brought home weaves of battleship gray. This dark gray has a slightly bluish tint, and somewhat resembles the over-popular London smoke. Then there is military red, a bright, dazzling hue that is destined to be immediately in vogue; wet and dry sand and putty shade. Belgian blue is another military color which will make an instantaneous impression.

“Skirts, this season, are shorter, and coats keeping pace. The skirts are also wider, the designers having departed from the hobble entirely. The skirts are draped and fashioned to retain a narrow appearance, but they are, for the most part, pleated so that there is ample room to take a normal step. Milady, this season, will not be shackled, the designers have decreed.Black and white blocks and black and white strappings will be most popular also, and the empire high waist is coming back into its own once.

“Probably, in the millinery department, the military influence is the most pronounced. Right from Paris, London and New York have come the Tipperary turban, the tornedo effect and the Gendarme, a most stunning French creation, modeled with the intention of hinting at the headgear of the French soldiers. For the woman who finds it uncomfortable to change directly from winter millinery to the flimsy straw creations of spring, there is another innovation, and it is known as the ‘Tween Season hat. This creation is of a eight just midway between that of the heavy winter hat and the light spring straw.

“The designers of feminine footwear have also done themselves proud. Spats are destined to die a natural death and in their place have come vari-colored and striped cloth shoe tops, in appearance not unlike spats. These also hint of military inclinations.

Silks and wash goods have also been specialized by The Right House agents, and never in the history of the store has there been such a wide range to choose from, or such colors. In the linen department, there is a display of Maltese handiwork that is attracting much favorable attention. Centerpieces and doilies of Maltese design are particularly noteworthy.

“King Baby also comes into his own. The infants’ department at The Right House is known as Infants’ Cove, and a truly appropriate name it is. During opening week and appealing sale is being conducted in this department and is meeting with a hearty response.

“It is in the big display windows where the decorators have excelled all previous efforts. The window trimmings are the very last word in decorative endeavor. The east window, fronting on King streets, has a background of pastoral panels, done in oils, terminated at the extreme east end with a beautiful French window, behind which is draped costly filled-lace. The west window has been decorated with the idea of depicting an interior setting and is feaured by an elegant illuminated mantle.

“Crowds thronged the popular store today, and were amazed at the elaborate preparations for their coming. Those searching for a fairyland of feminine fancies – an ideal – sought no further. The spacious Right House togged out in its very best clothes, is a place which it is a real pleasure to visit, and reflects the highest credit upon the department heads responsible for its appearance.”¹

¹ “Modern Dancing a Feature of Right House Opening : Last Word in Gowns, Displayed on Living Models, and Other Novel Departures Draw Milady to the Right House”

Hamilton Spectator.  March 3, 1915