GOWNS IN FILMS

Evening Post, Volume CVII, Issue 61, 15 March 1924, Page 21

GOWNS IN FILMS

WHAT SCREEN FAVOURITES WEAK, Designers of gowns for femininity are now said to be employing certain screen favourites 'to wear their creations, declares the "New York Times." There was a time, not so far distant, when the screen had to go to the modiste and pay and pay for the use of gowns. One reliable report has it that not ,only are the famous film stars receiving their gowns without cost, but there is so much demand for this sort of thing that the modistes are actually .paying the players to display their wares." Vvhen some - actresses have consented to wear a creation of a. reputable dress-, maker, the modiste then has to worry how the gown is going to look on the screen. Will the player do the gown credit? Is the gown going to attract the newspapers? The ideal review of a photodrama to a gown designer or modiste is something like this : "The 'Banging on the Screen Door,' presented yesterday for the first time, was a fair picture, the important feature being the alluring, fascinating and artistic gowns worn by .Dauntlessa Dou<rh. which were designed by Gaby of Fifth Avenue. - The production is well worth seeing just for the dresses alone. Miss Dough is an ordinary type of girl, and it is merely the gowns that make her appear as attractive as she undoubtedly does on the screen. See 'Banging oil the fccreen Door' as it is worth every penny of the entrance to see Gaby of i'lith avenue's gowns." A production that serves as an illustration of the fight by -modistes to get their gowns into motion picture productions is "Potash and Perlmutter.' F Abeand Mawruss go into the dressmaking business, and for the setting representing then- exclusive shop, Samuel Goldvyn insisted ore tho introduction of some impressive atmosphere. He wanted beautiful majinikins from Fifth avenue shops displaying wonderful creations. As soon as it was learned there was a chance to get gowns shown in this production Mr. Goldwyn was swamped with offers of inannikins and gowns at the Fort Lee studios where the picture was made. The gowns selected were simple. '•Potasli and Perlmutter" -will not be released until September arid therefore the accepted models are all for Autumn wear. There were street costumes, dinner gowns, tea gowns, lingerie, evening gowns, wraps and alluring furs. Throughout the country women who go to the pictures are always interested in what is to be worn, and quite a number of them are impressed by the appearance of creations in photoplays. Pola Negri's stunning gowns ire "Bella Gonna, made just as much impression on some of the women as the whole production.