EVERY WOMAN A GODDESS

Otago Daily Times, Issue 27039, 25 March 1949, Page 2

EVERY WOMAN A GODDESS

The woman with “ a difficult figure ’’ no longer exists. The rather impolite label of “ outsize" is to be replaced by the alluring name of the Goddess Juno. And varying sizes down to the “ short and plump ” woman are to be become Diana, Venus, Phoebe, and Chloe. This revolutionary scheme for more accurate sizing in women’s clothes was started by Mr G. G. Herring, general manager of Peter Robinson’s, of Oxford street, London. W. •’ We realised,’’ a member of the firm said, “that the usual British system of classifying clothes according to hip size was out of date. Many women with mammoth hips have comparatively small busts or waists. If they wanted a coat, suit, or dress to fit at the hips they would probably get a bad fitting round the waist or bust-line. If they got something which fitted at the bust it was hopelessly tight round the hips. “So the unfortunate woman with the so-called outsize figure never got anything to fit her that was fashionable or stylish, and was just written off as a difficult figure.” There were only eight sizes in ready-made clothes from which women could choose. For a year, under Mr Herring, the store worked on the new classification scheme. Eventually 38 scientifically graded sizes were worked out. These fell into five groups of fittings. , Manufacturers are co-operating in the classification, but most of the sizes are already manufactured and simply need to be reclassified. “We are already selling coats, evening coats, suits, and jackets under the new system,” they said at the store, “but we are still researching on dresses.” The classifications were:— 1. “ Juno ” —above average with hips 45-50, bust 38-44, waist 33-38 inches. 2. “ Diana ’’—tall and slender with hips 35-42, bust 32-38, waist 25J-30 inches. 3. “ Venus "—average with hips 35-45, bust 32-41. waist 25i-33 inches. 4. “Phoebe "—not so tall, but with the same measurements as Venus, except that from neck to waist averaged one inch shorter in all sizes. 5. Chloe ” —short and plump with hips 43-50, bust 36-42, waist 30-351 inches.