The Sentinels Of Fashion

Press, Volume CIV, Issue 30804, 16 July 1965, Page 2

The Sentinels Of Fashion

“They stand like sentinels of fashion; frozen with instant poise; mistily gazing but seeing nothing, through lashes as thick as brooms,” Anne Simpson wrote recently in the “Yorkshire Post.”

“To most people they are simply ‘dummies’ to decorate a window; glorified dolls with sophisticated faces. But to the people who groom these fragile troops, they are works of art.” It was a new and interest ing angle from which to consider window display models. A walk through Christchurch streets yesterday, with detailed interest in the “sentinels of fashion,” confirmed that perhaps there was more to them than met the eye. Display managers of leading department stores agreed there had been great changes in the form and demeanor of display models over the years. Once store models were made of heavy plaster and all had an almost identical stiff pose, bland flat faces and painted hair. Among today's pert, fibre-glass “generation,” the accent was on action and mobility.

can be moved sufficiently to allow a natural placing of gloves and handbags. Nylon and rayon wigs are removable for renovation and restyling. If the models knew how much they were worth, their haughty smiles would be understandable. New Zealandmade dummies cost between £6O and £7O each, and those imported more than £lOO. In New Zealand stores, models serve for several years in window or new department displays. When older, they are relegated to less conspicuous positions. Overseas, they have a shorter heyday. Four years is considered the limit of their “prime.” In the United States “gimmick” trends mean short lives for many display models. For a time the “Jackie Kennedy” look was the rage, and most models had similar faces. United States models can cost up to £lBO each. New Zealand stores prefer to have a model which will display clothes to best advantage, but not with features to distract from the merchandise it wears.

Modern display models have almost invisible joints which can give a great variety of poses and “actions,” to show clothes to best advantage. The latest have a ball joint in the waist for greater flexibility, and even rubber hands which