Tailors Link With Queen's Designer

Press, Volume CI, Issue 29745, 12 February 1962, Page 2

Tailors Link With Queen's Designer

[By

ZALIA THOMAS]

LONDON. The French textile millionaire, Mr Marcel Boussec, was one of the first men to realise the importance of linking products with a world-famous name, when he built up the great empire of Christian Dior.

British manufacturers are beginning to realise that such a liaison is both profitable to them and to the consumer, bringing about greater sales, more up-to-date products, and an increasingly satisfied customer.

Hepworths’ bold move to bring Saville Row designing and hand-cut tailoring to the British man in the street at prices between £lO and £25,

by appointing Mr Hardy Amies (the Queen’s designer) as consultant-designer, has already succeeded beyond their greatest expectations.

Within three months of launching their first collection by this designer they have had to increase their staff of cutters by 20 per cent., and plans are now under way for the building of a further factory employing 600 cutters, tailors and machinists, to deal with the expected continuing expansion of trade. 25 Garments This first collection by Mr Hardy Amies, based on a new British line for men. was launched in September, 1901, and comprised 25 garments with a basic line. The main points were: broad, natural-sloping shoulders, semi-draped back and full chest, natural waist, close fitting hips and extra-slim trousers. Slacks with a full-fall front —borrowed from the Navy—have proved more popular than was originally expected. Jackets were available in one-button, two-button and three-button styles, but it has been the two-button suits that have, so far, proved the most popular. Experts forecast that men will wear striped shirts with these clothes. Ties will be in plain or muted colours.

Men, it appears, dress to please women, so it is as well to take your wife along when ordering a new suit. Your tailor will welcome her as it has been established that the woman usually persuades her husbarid to spend just a little more than he had originally intended.