Longer dresses for women

Press, Volume CXIV, Issue 33463, 19 February 1974, Page 6

Longer dresses for women

A Battle of Britain spirit got the Hardy Amies couture and boutique collection ready in time for its January showing. Garments were cut in his Savile Row workrooms during the three days of the week electric lighting could be used, and the seamstresses did the hand sewing at home.

In spite of Britain’s eco-,1 nomic crises, Mr Amies isi ! reported to be enjoying con-; siderable success with this’ collection, described as the; prettiest for a long time. It is the expensive couture clothing, he says, rather than j the boutique items, that are 'most in demand. There are still plenty of women of taste and discernment, he says, who understand the look and the fee) of good clothes. LONG AND SLINKY If the garments shown with | his 1974 men’s wear range are any indication, the look is going to be long, slinky,, and very feminine. The most radical look was an afternoon dress—shown I a few inches above the ankle, in mint-green striped, sheer crepe—rhe essence of elegance. A study in movement too, was a V-necked; oale blue crepe (“very much the cloth of the moment”) dress, its pleated skirt well;

below the knee. The pleated skirt, fitted jacket, shirt and sleeveless sweater were favoured, and the one coati was pencil-slim, with a draw-i; string waist. While the Hardy Amies; ready-to-wear empire has i been expanding impressively: i since 1957, when he began with ties, his women’s apparel organisation has remained relatively small. COMPANY BOUGHT Last July, Mr Amies made a move calculated to change all that. His company was acquired by Debenhams, a diversified chain of retail stores in Britain for almost $1 million. Now the Hardy Amies name will live on after his i death, and he is ensured -financial security, and he can produce a ready-to-wear range on a scale that was impossible from Savile Row. Debenhams, it seems, has bought the Hardy Amies name and talent to produce some special glamour for the 70 stores in its upper bracket. Mr Amies views his : prospective mass ready-to- 1 wear market with typicalurbanity. To the eye, he says,; |his ready-to-wear garments! will be almost indistinguishable from his boutique collection. but made to standard sizes. It is too soon to say whether this new range will be made under licence in New Zealand, but discussions have (already begun.