COLOUR IN DRESS

New Zealand Herald, Volume LXXIV, Issue 22820, 30 August 1937, Page 11

COLOUR IN DRESS

SPRING. FASHIONS BUSY SHOPPING PERIOD BRIGHTER TONES FOR MEN A more extensive exploitation of colour and contrast tonings will be one of the outstanding features of fashions for both men and women in tho new season, according to tho trends from overseas which will be adopted in New Zealand. After tho long winter which followed a disappointing summer it is evident that people aro tired of drab attire and a greater use of colour in novel modes is being anticipated by most Auckland firms. The greater amount o£ sunshine enjoyed during the present month has already given rise to general optimism and tho expectation of a sunny summer is already reflected in tho spring shopping.

Insistence on superior quality is a dominant factor of the spring buying this year, due in some measure to the increased purchasing power of the general public. The necessity of buying cheaper goods during the depression will also probably account for the emergence of brighter clothes of better quality. Earlier Buying Auckland firms have experienced a steady trade with tho general public, while it has been noticeable that those who are consistently among tho first to follow the new fashions aro buying earlier this year. There is not the same tendency to wait for the exhibition of spring fashions. A revolutionary trend, especially in sports coats, will distinguish tho new season's attire for men. It is apparent that the young man of fashion who, in the past, has not been opposed to a liberal use of colour in clothing, will not be so singular this year and firms aro prepared for a wider demand for various shades of green. It is anticipated that many will favour dark shades of green for tho coat and a lighter tone for the trousers, and darker trousers with light shades for coats! On the other hand, for those who still retain a conservative attitude, quiet, dark blues will bo in demand. Greater use of colour in hats, ties and pullovers, is demanded and firms have prepared to meet such a demand. Brightness is the popular qualification imposed by women buyers and bright floral silks and novel patterns in Bayadere, Persian and Turkish prints are meeting a heavy demand for dress materials. Novel Designs Sought A line of material for Continental floral tunics and Continental floral round stripe tunics with plain skirt has proved exceedingly popular in the twotone fashions, while animal and human representation in figures on material has taken the fancv of women shoppers. One firm states that a material with rows of racing cars, racehorses, sportsmen shooting rabbits and other novelty designs appealed strongly to the feminine urge for something new and was eagerly sought. The general opinion among shopkeepers is that the fine weather has influenced the public to buy more. People are averse to buying more than bare necessities in wet weather. Should fine weather prevail it is expected that September will be a successful month from a business standpoint. Furthermore, it is regarded as certain that the demand for brighter _ colour in clothes will mean a large increase in sales, which will be assisted bv the freater attention being paid to clothes y the men.