ENGLISH DRESS DESIGNS

New Zealand Herald, Volume LXXVII, Issue 23719, 27 July 1940, Page 12

ENGLISH DRESS DESIGNS

BID IN UNITED STATES 44 CREDIT FOR AEROPLANES M LONDON, July 20Making a gigantic drive to capture American markets for England, famous London dress designers will be showing next week special autumn collections of "glamour clothes" designed for American women. Norman Hartnell, Worth, Victor Steibel, Digby Morton, and Lachasse, five of the principal houses, are working together. Materials used will be those available at present, but it is hoped that if the American demand for British clothes is large enough, the luxury dross industry will bo subsidised by the Government.

Mr. Hartnell, the Queen's designer, said: "Keeping our export trade and assuming the leadership in world fashion, now that France's luxury trades are suspended, is as important a part of national service as munitions. London dress designers have long rivalled Paris. Now it is the duty of England to retain the leadership. Every model sold in America builds up credits for aeroplanes." • The International Wool Secretariat is sending a collection of woollen dresses from London to New York to keep wool before the American public. Hartnell, Molyneux, Worth, and other important designers, are each sending six models.