WHIMS OF FASHION.

Hawera Star, Volume XLVIII, 8 August 1924, Page 8

WHIMS OF FASHION.

/ THEIR EFFECT ON TRADE. GREAT GLUT~GF HAIRPINS. , Fashion’s changing mood make the term “psychology of business” something milch more than a mere catch phrase in the present day (says an Auckland writer). Who but a psychologist, for instance, could have divined the fact that‘ ; the introduction of the great jumper era would .bring about the downfall of the vogue for. brooches? Yet it has done this very thing, and a statement made recently by a Taranaki jeweller, that he had not sold a gold brooch for two years, will probably be confirmed by those with experience of the trade in Auckland. There is no more room in a jumper for a brooch than there is in the modern man’s tie for a horse-shoe tie pin. Doth are dead so far as fashion goes, as dead as the little artificial posies with which gentlemen of a sprightly turn used to adorn the lapels of their Sunday coat some 2(T years ago.

Ihe turn of fashion’s wheel has been responsible for some strange vagaries, some strange whimsies, in the feminine mind. Three years ago, for instance, the only persons to be seen in Auckland wearing car-rings would.have been aged .grandmothers in one or other of the. city’s charitable. institutions. Ear-rings went out, so far as the fair sex is concerned, with the buster-cut and ear bobs; but lest men should think this total obliteration was occasioned by necessity rather than choice, women began to Jiang things Iroui their cars once more, oven as '•key did in the days of Pharaoh's earrings and armlets. Those have been the main craze during tin; past year or so. Jiiixiches and jewelled neck’ pendants have gone the way of black woollen stockings aud silver belts, but there u; going to lie a revival. Brooches are coming in again, and the ear-ring has hud its day. The new costey scarf, which e\ei.\ "woman is coing* lo wear next summer,, will bring about a. new vnguo for brooches, and without doubt tliere will be a revival of this line of the jewellery trade.

An authority who understands Ihe psychology of business in its everv aspect volunteered one or two further items of information that cast an interesting sidelight on the effect of changing fashions on "certain phases of the drapery trade. “If you want to know .what really has gone out,” he said, “take a look at our hairpin stocks Fixtures full of them. That is what this bobbed and shingled hair craze lias done. Hooks and eyes and dome fasteners have gone out just the same. Ladies fix everything with elastic nowadays. Hatpins and jewelled haircombs. too. have had their dav. There lias been a complete revolution in all little toilet accessories that for generations past have had a steady sale — things that were looked on as fixed and permanent.”

A question was put with some timidity: IV hat about face powders and creams? Have they gone out, too?” “Never:” was the emphatic replv. “There is a bigger demand for them than for soap.”