National Bellas Hess Inc., Spring/Summer 1928

Fashion from the spring and summer mail order catalog of the newly founded company National Bellas Hess Inc. from New York City, New York, from 1928. It was the second joint catalog of the two companies National Cloak & Suit Co. and Bellas Hess & Co.

Pages in total: 280 (170 online)

Scan format: 27.2 x 35.6 cm / 10.71 x 14.02 in

Browse Catalog

170 Pages

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Cover or front page of the mail order catalog of the company National Bellas Hess Co. Inc. from New York City, New York, U.S.A., for spring and summer 1928. HUGE MERGER STYLE BOOK of New York's Latest Fashions. SPRING and SUMMER 1928. The WORLD'S LARGEST Fashion House SELLING Everything to Wear DIRECT BY MAIL. NATIONAL CLOAK & SUIT CO., and BELLAS HESS & CO., ARE NOW THE GREAT NATIONAL BELLAS HESS CO. INC., New York City. The title page shows heavy water staining, some damage and dirt spots. Drawing/Illustration: unsigned. [Page 1]

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Exactly the same styles that well-dressed New York women are now wearing. New 3-Piece Ensemble of Finest Quality ALL-WOOL Kashavelle with the new Metallic Knit Overblouse. Complete 3-Piece Ensemble $19.98. 10X500—A skirt that can be worn with other blouses—a blouse that can be worn with other skirts, and a separate coat that can be worn with any dress—all are yours in this women's chic Ensemble at only $19.98! Finest quality All-Wool Kashavelle makes the coat and skirt. Skirt is plaited in front and attached to a sleeveless bodice. The ultra smart overblouse is knit from soft Wool and metallic thread and trimmed with all-silk crepe at neck and pockets. Tailored stitching and two double patch pockets distinguish the smart coat. COLORS: natural grey Kashavelle with harmonizing blouse as illustrated; also natural tan with blouse in harmonizing colors. SIZES: 34 to 42 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired. COMPLETE… Post. 20¢ ex. $19.98. Featuring the Smart Two-Way Front. 10X501—An intriguing new design printed on fine, heavy quality All-Silk Crepe gives decided charm to this women's smart Dress. And by means of the convertible rever you can change the entire appearance of the front of the frock. Worn as pictured, the rever discloses a dainty pin-tucked vestee of contrasting color All-Silk Georgette Crepe. With loops and buttons the rever can be lapped over the vestee, the front waist showing only the printed Crepe. The clever designer has added to the dress only such trimming as brings out the beauty of the material. Narrow Georgette banding on the cuffs to match the vestee, and a dainty jeweled ornament on the all-round belt make the dress a model of chic and good taste. Plaits at front of skirt give extra width. COLORS: Navy blue (illustrated) or Mother Goose tan, each with design in harmonizing colors. SIZES: 34 to 46 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Post. 15¢. $12.98. A Rare Bargain in a Lovely Summer Dress. 10X502—Typical of the latest Fifth Avenue styles in every detail, this women's beautiful Dress of finest quality All-Silk Georgette Crepe is just what you would select if you came to New York to buy your new frock. Its quality will tell you what big value it is at only $14.98. The dress is made over a Tub Silk slip, to which is attached a vestee of self-material trimmed with a very handsome applique lace medallion. Jacket-effect, which is made separately and attached to the slip at shoulders only, fastens with self ties at neck and lower edge. Fine box-plaits on front of skirt are stitched part way down. COLORS: Briar rose (illustrated), navy blue or French beige (tan with rose tint). SIZES: 34 to 46 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 15¢ extra. $14.98. One of the Most Alluring Dresses of the Season—and One of Our Best Values. 10X503—Filmy and feminine, as lovely as summer itself, this bewitching Gown of Printed Celanese Georgette stands out prominently even in this season of fascinating dresses. Words will surely fail you when you see this women's frock and try to express your delight with its beauty. The material is new—so we want to tell you some of its wonderfully desirable qualities. It is woven from Celanese, the finest grade of artificial silk, and has a lustrous sheen that is there to stay throughout wear and laundering. The color is fast to sunlight and washing and because the material resists perspiration, it is an ideal fabric for summer dresses. This lovely material has been made up in a becoming model that is brimful of grace and new fashion ideas. Paris' latest flowing sleeves with tight band cuffs are shown and so is her new front skirt yoke with uneven lower edge. Below the yoke the softly gathered skirt hangs in soft folds that give the model swaying grace in walking. Two lovely self-color silk velvet ribbon bows—one at waist-line and one held at shoulder with a fancy pin, add just the right trimming touch. Sash ties finish the straight back and the waist has a Rayon lining. COLORS: rose (illustrated); also blue or green. SIZES: 34 to 46 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 15¢ extra. $9.98. One of the Modish Semi-Tailored Models. 10X504—The very simplicity of this semi-tailored Frock makes it smart—and that's why it is so popular with New York women known for their exquisite taste in clothes. Glow-Sheen Crepe, a fashionable Rayon fabric in decided crepe weave, is used in this smart model, which, by the way, we are exceedingly proud to be able to offer you for only $4.98. The same material in contrasting color forms the lapels and button-trimmed double-breasted effect vestee. It is also used for the piping on cuffs and full-length front plaits. Self-material sash belt ties in back and is finished in front with a fancy clasp. Shoulder flower included. COLORS: Garland green (illustrated); also rose glow (rich rose shade) or Mother Goose tan, each with contrasting color trimming. SIZES: 34 to 46 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 13¢ extra. $4.98. The Two-Tone Vogue Continues. 10X505—The charming combination of two shades of the same color is even more fashionable this season than ever before. And in no dress will you find it more alluringly displayed than in this women's beautiful Frock of finest quality, heavy All-Silk Flat Crepe. Excepting that the front of the skirt is box-plaited and the back plain, the dress is made front and back alike and where the lighter and darker shades join in the bloused waist and sleeves, embroidery in the same tones and metallic thread blend the joining. Diagonal lines—one of Fashion's pet style features, distinguish this charming model in both waist and smart two-tone deep yoke on skirt, combined as pictured, both front and back. Shoulder flower to harmonize. COLORS: Pilot blue-and-Monet blue (illustrated); also rose glow-and-briar rose or Mother Goose tan-and-English oak. SIZES: 34 to 46 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 15¢ extra. $13.98. Huge Merger Style Book of New York's Latest Fashions. Spring and Summer 1928. Catalogue No. 206. January, 1928. Copyright by National Bellas Hess Co., Inc. [Page 2]

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ACHIEVEMENT. "An Emphatic Success"… The HUGE MERGER OF NATIONAL CLOAK & SUIT CO. and BELLAS HESS CO… IT WAS but a few short months ago that I first announced in my personal message to you the huge merger of National Cloak and Suit Company and Bellas Hess and Company. As president of the combination of these two fine old houses I appealed to the old "National" and Bellas Hess customers for their cooperation in making NATIONAL BELLAS HESS the success I hoped it would be. I promised not only a bigger store and a better store, but that the best features of "National" and Bellas Hess would be kept and improved upon in the merged company. Now, my message to you is one of thanks and sincere appreciation. What I as official spokesman of NATIONAL BELLAS HESS promised you, we have religiously adhered to. And you, by your loyal cooperation have made out of this vision we had of a vastly greater store a wonderful realization of our deals. To merely express thanks and appreciation on behalf of myself and my associates cannot adequately express our true feelings. I am proud to say that in these few short months you have made the merger of National Cloak and Suit Company and Bellas Hess and Company an emphatic success. The fine principles and high business ethics that were our heritage from National and from Bellas Hess have been carefully guarded and furthered in this vastly greater store. More than ever today we are America's largest and leading Fashion House selling everything to wear direct by mail. By virtue of our colossal buying power we have been enabled to give you values such as the old National and Bellas Hess could not possibly offer you. We have kept NATIONAL BELLAS HESS quality up to the same high standard that pleased you so well in the past. It has been a pleasure to me to receive so many thousands of kind letters from old National and old Bellas Hess customers wishing NATIONAL BELLAS HESS success. I particularly appreciate those letters written to me calling my attention to what has not been altogether satisfactory in the past. After all, as president of this huge store I can help you best only when I know what has not pleased you, and it is by rectifying the little things that go wrong that I insure your patronage and friendship, which will help me make greater still the success and progress of NATIONAL BELLAS HESS. [Handwritten signature of] H. Bellas Hess, President. [A photographic picture of CEO H. Bellas Hess is also shown in the upper part of the page, note by M. K.] The Interesting Story of Our Front Cover Picture Is Told Below. FROM our windows we can see the gigantic transatlantic liners docking. The French Line bringing the new styles from Paris, the Cunard and White Star Lines from England, and many others from all parts of the world. The sight of the world's largest ocean liners lying at the wharves beneath the world's tallest buildings is a sight that once seen will never be forgotten. When you come to New York be sure to visit us and from our sixteenth floor look out upon this wonderful panorama of mighty ships and towering skyscrapers. [At the lower right side drawn illustrations depict the three company buildings of the National Cloak and Suit Company in Kansas City, Mo., at top, and New York City, N.Y., below, as well as the Bellas Hess and Company building in New York City.] NATIONAL CLOAK and SUIT CO. Huge Merger. BELLAS HESS & COMPANY. Specializing in an Improved Standard of Quality. Page 3

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Now Fifth Avenue Sweeps Clear [Across the Continent Through the MEDIUM OF THE NATIONAL BELLAS HESS STYLE BOOK.] [Small photographic pictures show cars and automobile traffic on] 5th Avenue at 55th St., 5th Avenue at 10th St. and 5th Avenue at 65th St. 24 Hour Service. NO waiting. No delay. Your order is on its way to you twenty-four hours after your letter reaches us. We have the most up-to-date machinery, and a big staff of skilled employees to guarantee you lightning fast service. We get your order to you just when you want it. Satisfaction Guaranteed or Your Money Back. NO matter what you buy from NATIONAL BELLAS HESS, if for any reason at all you do not like it send it back and we will exchange it or return your money, whichever you prefer. There are no "IFS" or "BUTS" attached to this guarantee. We must please you, or you get your money back. You take absolutely no risk. Ask any bank about our standing and integrity. NATIONAL BELLAS HESS CO. INC., Seventh Avenue, 24th and 25th Streets, New York City. Page 4

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[Now Fifth Avenue Sweeps Clear] Across the Continent Through the MEDIUM OF THE NATIONAL BELLAS HESS STYLE BOOK. It Covers America from COAST to COAST. From Canadian Border to the Rio Grande. [Small photographic pictures show cars and automobile traffic on] 5th Avenue at 42nd St. and 5th Avenue at 58th St. Guaranteed Quality at NATIONAL BELLAS HESS. EVERY customer knows well that at NATIONAL BELLAS HESS there is a new improved standard of quality throughout. Quality that is guaranteed good because it has been tested in our own chemical laboratory. Quality that goes right through the material, and right through the construction, quality so superior to even what you would expect to get that your satisfaction and pleasure are assured. Read on page 20 how we test every piece of material used in this catalogue, for wool, cotton, silk or linen content. Note how we have made sure of dye fastness and even of the tensile strength of the thread used in sewing the seams. Read on page 109 how carefully we have built our shoes. In this book we do not offer any merchandise that would not give complete satisfaction. By searching tests and close examination we have protected your interests and ours—yours because you will get the good wear out of any "NATIONAL" garment that you have a right to expect, and ours because it will make you a better customer and a firmer friend. Lowest Prices in America GUARANTEED. HERE is our guarantee: Upon proof from you that you can buy for less elsewhere the same merchandise that you bought from the "NATIONAL," quality for quality and style for style considered, we will refund the difference in price. NATIONAL BELLAS HESS is America's largest Fashion House selling direct by mail, and we buy in such huge volume and add such small profit that no store can undersell us. You get the utmost in value for every dollar you spend at the "NATIONAL." Now Every Home in America is Situated on Stylish Fifth Ave… FIFTH AVENUE is recognized all over the country as America's leading style street. The very newest, the most exclusive, and the very smartest in style is shown first in the fashionable shop windows along Fifth Avenue, New York. This NATIONAL BELLAS HESS Style Book for Spring and Summer [1928] brings Fifth Avenue right to your door. Wearing apparel displayed on our pages is just as smartly up-to-date as any that is displayed in the Fifth Avenue shop windows. Every "NATIONAL" style is an advanced style—each dress, or coat, or hat, or shoe in this book is brought to you at the very moment it is being worn in New York. In your own home, at your living room table, leisurely and comfortably you can see, as you turn page after page, exactly what you would find if you walked the full length of Fifth Avenue looking in the shop windows. The finest of the new styles are here in all the most fashionable colors, and in a complete range of sizes to fit everybody. Our descriptions are accurate and truthful, for they are written for you as we examine each garment or material. The pictures are faithful reproductions and you may make your choice with the satisfactory assurance that when your order promptly comes to you, you will find the merchandise exactly as you expected it to be. Latest Colors Are Described Here. Athenia rose—Dull dark rose. Almond—Light sand. Alesan—Rose tan. Atmosphere—Pale flesh. Almond green—Dull light green. Buff—Medium shade of tan. Beaver—Greyish tan (stockings). Beaver—Golden brown. Blush—Pinkish. Blonde beige—Medium tan shade. Blue fox—Blue cast of dark grey. Blue grey—Blue with greyish cast. Buttercup—Yellow. Briar rose—Deep rose shade. Boudoir—New lavender. Cocoa tan—Medium dark tan. Cardinal—Bright red. Cocoa brown—Lighter shade of medium brown. Canton blue—New Royal blue. Crabapple—Deep salmon. Crimson Maple—New rich wine shade. Copperleaf—New rust shade. Cranberry—Deep dark shade of red. Camel tan—Medium shade of tan. Claret wine—Rich shade of wine. Cordovan—Brown with reddish cast. Cinnamon—Light Golden Brown. Castilian red—Bright red. Cinderella grey—New medium grey. Crane grey—Medium grey. Cafe Creme—Light wood brown. Chalet red—Bright rust. Chantilly green—New Nile. Dark rosewood—Dark wood color. Dark buff—Dark tan. Dove grey—Light grey. Dust—Popular brownish grey. Ecru—Light tan. Evenglow—Pale dove grey. English Oak—New cocoa shade. French blue—Medium blue with greyish cast. French nude—Rose flesh tan. French tan—Dark tan. Fallow tan—Medium shade of tan. Firecracker—New rose with reddish cast. French beige—Tan with rose tint. Gracklehead blue—Shade between Copen and navy. Gravel—Sand. Gunmetal—Very dark grey. Golden chestnut—Golden brown. Garland green—New medium green. Grain—Medium light tan. Goya red—Bright red. Golden poppy—New gold. Gunmetal Patent Leather—Dull platinum. Honey beige blonde—Light ecru. Jockey red—Bright red. Lariat—Bright shade of tan. Leather tan—Brownish tan. Lucerne blue—New shade of Copen. Lily green—New Nile. Moonlight—Pale silver grey. Mode—Medium tan. Mellow glow—New gold. Mink—Rich shade of brown. Monkey skin—Rose tan. Meadow rose—Bright shade of rose. Marron glace—New cocoa. Mother Goose tan—New medium tan. Monet blue—Rich deep blue. Napoleon blue—Rich shade Royal blue. Nude—Flesh tan. New rose—Bright rose shade. Negligee—New light peach. Oak buff tan—Medium shade tan. Old ivory—New light tan. Oxford—Dark grey. Pine-needle green—Medium dark green. Parchment—Pale tan. Peach blush—Deep flesh tan. Piping Rock—Medium light grey. Paris grey—Medium grey. Pearl blush—Flesh. Pahmi—richly blended cream and tan. Pongee—Natural tan. Palm Beach—Light tan. Pilot blue—New med. bright Copen. Pigeon blue—Bright blue. Popcorn—New maize shade. Pearl grey— Light grey. Rose glow—Rich rose shade. Rosewood—Light wood with reddish cast. Rachelle—New light tan. Rustic brown—Medium rich golden brown. Rose taupe—Medium rose grey. Rose petal—Deep rose. Salmon rose—new rose pink. Saxe blue—New Copen. Star flower—New orchid. Swiss rose—New deep rose. Silverwing—New light grey. Shadow green—New dusty green. Sunset—Bright gold. Sunkiss—New gold. Shell-pink—New rosy pink. Sunlight—Natural Leghorn color. Stroller tan—Medium tan. Sandust—Pale rose tan. Sweet pea—Light pinkish orchid. Sunburn—Dark flesh. Slate—Very dark grey. Shell grey—Light grey. Sunset—Light golden tan. Sandalwood—Dark sand. Tanbark—Dark golden tan. Toast—Golden tan. Twin Leopard—Shaded light tan and dark tan in spotted effect. Wild honey—Light tannish brown. WHERE TO SEND YOUR ORDERS! If You Live WEST of The Mississippi River Send Your Order to KANSAS CITY, Mo. [A drawn illustration of the United States is shown, note by M. K.] If You Live EAST of The Mississippi River Send Your Order to NEW YORK CITY. NATIONAL CLOAK and SUIT CO. Huge Merger. BELLAS HESS & COMPANY. Specializing in an Improved Standard of Quality. Page 5

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Meet Mr. René Montaigne, our Dress Buyer, designing one of his original dress creations… The young lady posing on the dais is Miss Dorothy Smart, a favorite model of Paul Poiret, the famous Parisian Designer. MR. RENÉ MONTAIGNE, in addition to being our dress buyer, is one of the foremost designers in New York. As you can surmise by his name he is a Frenchman, but he has been in America for the last ten years, and knows how to adapt the latest Parisian style ideas to the fashionable American woman. He keeps in constant touch with the outstanding fashionists in New York and France, making several trips a year to see the premiere dress displays of the leading Parisian designers. There he makes copious notes and sketches, and works them out here in New York, modifying and elaborating on the ideas he has secured, originating a new sleeve or trimming, until finally he has secured styles that are typically Parisian, yet Americanized to become the fashionable American woman. In carefully selecting styles from the leading New York designers, Mr. Montaigne is particularly well equipped by his knowledge of the latest Parisian fashions, and his own ability as a designer, to recognize immediately those frocks that possess to the greatest degree all that is new and distinctive. Even after selecting one of these dresses he will suggest certain changes that result in making the garment smarter and more lovely. As you look through the array of dresses that Mr. Montaigne presents to you this Spring and Summer on the following pages, what I have told you may help you to understand better just why NATIONAL BELLAS HESS frocks are so original, so distinctive, so beautiful and so smart. And I can assure you that an artist like Mr. Montaigne would not allow one of these beautiful styles to be made up in a material that would detract from the appearance of the garment. No matter which dress you choose, you will be just as delighted with the way it is made and with its fabric as you are with its loveliness and good style. Making dresses for six million customers means, of course, that we buy materials by the thousands of yards direct from America's largest mills. The savings we make on this huge volume-purchasing result in the lower prices you pay for better, more up-to-date styles at NATIONAL BELLAS HESS. The finest stores in New York can offer you no more stunning frocks than these, and certainly none can equal our prices. [Hand-written signature of] H. Bellas Hess. NATIONAL BELLAS HESS CO. INC. Seventh Avenue, 24th and 25th Streets, New York City. Page 6

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At $8.98 These Stunning Dresses are Truly Sensational Values! Each One is Distinctively STYLED IN THE New York Manner! CHOICE $8.98. An Ideal Spring Dress. 10X506—Paris says "Jersey for spring and early summer wear"—and New York responds by designing this women's smart two-piece effect Frock of Imported Novelty Jersey. Material is knit in novel pattern from lustrous Rayon and fine wool. Solid Jersey applique and silk floss embroidery stitching the self-material vestee give a very pretty effect. Solid color hip band at front; all-round belt with a fancy clasp. Skirt is plaited in front. One-piece back. COLORS: rose (illustrated); or blue. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Post. 15¢ extra. $8.98. Pretty Hand Smocking. 10X507—Hand-smocking and All-Silk Flat Crepe! An ideal combination, because the soft texture of the fashionable silk lends itself so admirably to the graceful fulness produced by the smocking below the shoulders and front of skirt. This women's smart dress needs no further trimming except the jeweled ornament which holds a self-material tab in place on the skirt. Bloused waist front; straight back with self-sash. COLORS: garland green (illustrated); also rose glow (rich rose shade) or Mother Goose tan. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back… Post. 15¢ ex. $8.98. Leather-Trimmed Tailored Frock. 10X508—This new tailored Frock of good quality All-Silk Flat Crepe will find instant favor in the eyes of the smartly dressed woman of fastidious taste. Has the latest leather belt and cuff bands finished at edges with fashionable metal clasps. A deeper shade of the material is used for the over-collar. Welt pocket. Buttons and buttonholes give a front vent opening. Front of skirt is plaited and plaits are stitched part way down. Straight back. COLORS: Mother Goose tan (illustrated); also rose glow (rich rose shade) or pilot blue (new Copen). SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 15¢ extra. $8.98. Smart Model with Jacket-Effect Front. 10X509—This Women's smart, trim and becoming Dress with Jacket-effect front and made of good quality All-Silk Flat Crepe in two tones of the same color, is for spring and summer wear. The light and darker shades are combined in the waist-front, sleeves and pockets. The loose Coat style fronts of the darker material are held by a buckled narrow belt of self-material. Wide box-plaits stitched part way down give extra smartness to the front of the skirt of the darker tone. Self sash ties in back. COLORS: briar rose (illustrated); also Monet blue or Mother Goose tan; each trimmed with a lighter shade. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Postage 15¢ extra. $8.98. Rich and Very Dressy. 10X510—Can you imagine a dress that would give you more genuine satisfaction for the money than dressy model? The material, lustrous All-Silk Flat Crepe, is rich looking, and gives splendid service. A becoming feature of the stylish model is the deep V-neck with a dainty vestee of ecru lace. Waist is bloused in front over the soft girdle, which is finished with sash ends that tie at one side. Shirring modishly concentrates the fulness of the skirt at the front. One-piece back. COLORS: English oak (illustrated); also rose glow (rich rose shade) or navy blue. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired… Post. 15¢ extra. $8.98. Georgette Sleeves and Vestee are Smart. 10X511—A new and dressy feature of this Women's handsome Dress of All-Silk Flat Crepe is the contrasting-color All-Silk Georgette Crepe sleeves and vestee trimmed with embroidered net. The embroidery gives a delightful brightening touch to the solid color dress. Fashionable peasant style sleeves have deep shirring at shoulders and the fulness gathered into band cuffs. Tie ends extend from collar. Above the plaited front of the skirt is a slightly draped belt held by a pretty ornament. Plaits are stitched part way down. Straight one-piece back with self-ties. COLORS: rose glow (illustrated); also pilot blue (new Copen) or black. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired. OUR MERGER PRICE… Postage 15¢ extra. $8.98. A Lovely Frock for Dressy Wear. 10X512—A high-priced Fifth Avenue model was the original from which we had this Women's dressy Frock reproduced in good quality All-Silk Flat Crepe. Handsome lace forms the very new style frill and cuffs. The bloused front of the waist, with its picoted single rever of self-material, lace frill and shoulder flower is particularly effective. Lace frill and cuffs are finished with flat crepe. Above the box-plaited front of the skirt is a novel shirred drape with jeweled ornament. Self sash ties finish the straight back. COLORS: Monet blue (illustrated); also French beige (tan with rose tint) or black. SIZES: 34 to 44 bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color desired. MERGER PRICE… Postage 15¢ extra. $8.98. NATIONAL CLOAK and SUIT CO. Huge Merger. BELLAS HESS & CO. Specializing in an Improved Standard of Quality. Page 7

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A Group Of This Season's NEWEST FROCKS Direct from Smart New York! The Paris Idea of Trimming Inspired the Original Touches in This Distinctive Frock. 10X513—No trimming can express feminine charm in dress more successfully than such novel features as tucks, jabots, scallops and bows. So say Paris designers, and we know you will agree with these fashion artists when you see this women's delightful Dress of fine quality All-Silk Flat Crepe. It is the tiny vertical tucks in the All-Silk Georgette vestee, the long scallop down the front of the waist, the matching scallops on the soft Georgette jabot, the box-plaits in the front of skirt, stitched part way down, and the close-stitching of the self material belt—it is just these little details that give this frock originality and a charm all its own. Note also the clever manner in which fulness is taken care of at the shoulders—with tiny inverted plaits, decorative in themselves. The Georgette faces the scallops on the waist and edges the cuffs. A small jeweled ornament fastens the crossed georgette tie and a jeweled buckle to match finishes the belt. A beautiful flower on right shoulder gives just the needed touch of vivid color. COLORS: Rose glow (illustrated), garland green (new medium green) or black. SIZES: 34 to 46 inches bust. Give bust, waist and hip measures; length from neck to bottom of hem at center back; also height and weight. MERGER PRICE… Postage 15¢ extra. $10.98. The Fashionable Tunic Dress. 10X514—Here is a graceful slim-line tunic Dress developed in rich two-tone effect. The material is our finest, heaviest quality All-Silk Flat Crepe. The long tunic of the lighter tone material is scalloped at the bottom and trimmed with a scalloped jabot of the darker tone, falling from the left shoulder. The deeper shade material is also used for the finely plaited skirt, which is attached to bodice top, and for the cuffs and belt finished with buckle ornament. Tassel is of self-material in both tones, bound with tinsel thread. COLORS: French beige-and-English oak (illustrated), pilot blue (new Copen)-and-Monet blue (rich deep blue) or garland green (new medium)-and-polo green (rich deep green). SIZES: 34 to 42 inches bust… Postage 18¢ extra. $14.98. Bright Summer Colors in This Printed Crepe Dress at a Wonderfully Low Price. 10X515—This All-Silk Printed Crepe Dress, splashed all over with bright bits of color, is the fitting frock for warm colorful summer days. You can enjoy wearing it for many weeks this coming season, for the crepe is of a very good quality. The waist is made over a lining, which also means better wear as well as better lines. It goes without saying that this Women's gown is in very modish style and includes a number of special New York style features which are new this season. The skirt has the new fan plaiting in center front. The V-neck waist is smartly bloused and is finished at waist-line with a slightly draped band trimmed with novelty buckle. Chic flower is fastened on left shoulder. COLORS: Mother Goose tan (illustrated) pilot blue or black grounds, each with printed design in harmonizing color. SIZES: 34 to 46 inches bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back… Postage 15¢ extra. $9.98. Fine Georgette Embroidered with Crystal Beads. 10X516—An evening gown from a great New York style house! A stunning dress to appear in on very special occasions! A sheer and lovely thing for evenings! Imagine what such a gown will mean to you and then look at the price for this dress that fulfills all these qualifications—it's only $13.98! The gown is made straight, slim and clinging, of fine quality All-Silk Georgette Crepe over a separate Seco slip of matching color. Back and front are exquisitely embroidered alike with sparkling crystal beads in beautiful foliage and spider-web design. The bottom of the dress is scalloped and edged with rows of the beads. V-neck in front. Dress is made without sleeves, but we include a pair of cap sleeves (see illustration) which may easily be inserted. COLORS: Peach (illustrated), powder blue or Nile green. SIZES: 34 to 46 inches bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back… Postage 18¢ extra. $13.98. Stylish and Serviceable Ensemble. Complete Ensemble $16.98. 10X517—One of our prize dress values—this two-piece ensemble costume of our finest quality All Silk Flat Crepe, only $16.98! It includes a trim little Dress which may be worn with or without the long smart Coat. Coat may be worn with any other dress. Two tones of the same color are used in the dress, the darker tone for the skirt, which is plaited all around, and the lighter for the waist. The darker tone is used for the sash belt, and for the bands which trim the neck. Dress has short cap sleeves. Coat is made of the lighter tone trimmed with darker shade for the collar, the long graceful revers, cuffs, bottom edge and long ties which fasten the coat. The same two tones are used in the embroidered and appliqued motifs at either side of front. Colorful flower cluster on left shoulder. COLORS: Pilot blue-and-Monet blue (illustrated), rose glow (rich rose)-and-briar rose (deep rose) or Mother Goose tan-and-English oak. SIZES: 34 to 42 inches bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back… Postage 18¢ ex. $16.98. The New Fan Plaiting and Rich Metallic Embroidery Make This Gown Modish and Dressy. 10X518—What a lot of satisfaction you'll get out of this Women's very fine quality All-Silk Georgette Dress, made over separate Rayon Slip! You can wear it for any dressy afternoon or evening occasion on your social calendar and for street wear, too, if you like. The dress owes its rich dressiness to the heavy silk and metallic thread embroidery on waist, skirt and sleeves. The design of the embroidery also serves to lengthen the lines of the dress and give a fashionable, slender effect. A very new fashion note is the square front panel insert in skirt with the new fan plaiting. Waist is smartly bloused. Cuffs on the long sleeves have tab ends that tie. Folded tabs of self material form a novel trimming at waist-line and on right shoulder. COLORS: French beige (illustrated), navy blue or rose glow (rich rose shade). SIZES: 34 to 46 inches bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. OUR MERGER PRICE… Postage 18¢ extra. $14.98. NATIONAL BELLAS HESS CO. INC. Seventh Avenue, 24th and 25th Streets, New York City. Page 8

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SO Much Smart Style For So Little Money and Each Dress is BEAUTIFULLY MADE! A Beautiful, Sheer, Fast Color Fabric. 10X519—This lovely flower-like dress is made of beautiful, sheer Cell-O-Ray Georgette printed in all-over floral pattern. This wonderful new Rayon dress fabric is ideal for summer wear because it is absolutely perspiration proof. Its lovely sheer quality shows up well in this stylish New York model. Three circular cut folds, picot-edged, fall gracefully over the skirt beneath the wide picoted girdle. A bow of self-material with long streamers on left shoulder, and a novel flower of harmonizing colors placed over girdle fastening are the sole trimming. Long slightly full sleeves have band cuffs. Round neck. Separate Rayon slip. COLORS: Blue (illustrated), rose or tan; each with harmonizing color print design. SIZES: 34 to 46 inches bust. Give bust, waist and hip measures; also length from neck to bottom of hem at center back. State color. MERGER PRICE… Postage 15¢ extra. $9.98. Two Ultra Smart New York Styles Combined in One Dress Very Effective. 10X520—This dress of our finest quality All-Silk Flat Crepe owes much of its style to the effective combination of two tones of the same color. The deeper tone is used on the waist for the vestee, the facing of the deep revers and the tucked cuffs. On the front of skirt it alternates with the lighter tone in wide horizontal tucks, very striking. A soft fold of the lighter tone falls from the waist-line and is caught with a jeweled ornament. The long rever may be buttoned to shoulder in the flattering high-neck style, with scarf streamer thrown over shoulder or may be worn open, showing smart vestee. Plain back with sash belt. COLORS: Rose glow-and-Athenia rose (illustrated), pilot blue (new Copen)-and-Monet blue (rich deep blue) or Mother Goose tan-and-English oak. SIZES: 34 to 46 inches bust… Postage 15¢ extra. $14.98. There are Lovely Graceful Lines in This Charming Model. 10X521—There is grace in every line of this unusual Dress of our finest heaviest quality All-Silk Flat Crepe. Notice how the draped tunic on either side of skirt front suggests swirling, graceful movement. The double curves of the girdle effect at waist-line carry out a smart Parisian feature, while the fold of self-material tied through a loop at the neck repeats the graceful long draped lines. The entire dress is of the Flat Crepe in one color, broken only by the handsome silk embroidery that gives the girdle effect to the lower part of the waist. Plain back with sash belt. COLORS: Mother Goose tan (illustrated), black or rose glow (rich rose). SIZES: 34 to 46 bust. Give bust, waist and hip measure; also length from neck to bottom of hem at center back. State color desired… Postage 18¢ extra. $14.98. Smart Coat-Effect Dress. 10X522—Here's a dress that you'll find both comfortable and smart. The material—good quality All-Silk Flat Crepe—is practical and lends itself beautifully to the straight lines of this coat effect style. The cuffs and the front waist are of contrasting color flat crepe, richly embroidered with silk and metallic thread. The coat effect opening is fastened with long ties of self-material. Small tucks trim either side of coat effect. Self-material bow on right shoulder. Box-plaits in front of skirt, stitched part way down. Plain back with sash belt. COLORS: Garland green (illustrated), navy blue or briar rose. SIZES: 34 to 46 inches bust… Postage 15¢ extra. $12.98. Three-Tiered Skirt Gives Lovely Softness to a Stylish Silhouette. 10X523—This dainty frock will come in handy on many dressy or semi-dressy occasions this spring and summer. You'll be delighted with its lovely soft, becoming lines and the characteristic touches of New York designers. A fine quality All-Silk Georgette was used to fashion this charming model. Three tiers of the material are softly gathered and draped on front of skirt giving a new enchanting silhouette typical of Paris. Its softness is a pleasing change from the perfectly straight-line models. The feeling of delicious softness is heightened by the use of delicate lace for the inset on waist and by the style of the sleeves, gathered into cording at cuffs to give graceful, clinging lines. Corded loops of self-material make a novel trimming at waist-line, repeated on either side of belt to give a pocket effect. Plain back with sash belt. Rayon slip included. COLORS: Pilot blue (illustrated), French beige (tan with rose tint) or rose glow (rich rose). SIZES: 34 to 46 inches bust. Give bust, waist and hip measures, also length from neck to bottom of hem at center back. State color. MERGER PRICE… Postage 18¢ extra. $14.98. Exquisite Lace and Georgette in an Amazingly Low Priced Dress. Complete Ensemble $14.98. 10X524—Here is a really wonderful value in a two-piece Dress at only $14.98! A dream in All-Silk Georgette—our finest quality —combined with rich, beautiful lace. The dress is made with a wide band of the lace all around the hips. The lace is also used for the yoke at top of dress, and for wide inserts in the full sleeves, which are gathered to small band cuffs. Skirt is finely plaited in front. The stylish sleeveless coat has a wide band of the lace at the bottom. It closes at neck with cord and tassel tie. Coat may be worn with any other dress of harmonizing color, and dress may be worn without coat. So by buying this $14.98 dress you not only have one lovely costume, but at least two other variations besides. COLORS: Rose quartz (illustrated), navy blue or garland green (new medium green). SIZES: 34 to 42 inches bust. Give bust, waist and hip measure; also length from neck to bottom of hem at center back. State color desired… Postage 18¢ extra. $14.98. NATIONAL CLOAK and SUIT CO. Huge Merger. BELLAS HESS & COMPANY. Specializing in an Improved Standard of Quality. Page 9

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Elegante Damenkleider für das Frühjahr aus Seiden-Georgette über Unterkleidern aus Rayon, Seiden Krepp und bedrucktem Seiden Krepp. Jedes Kleid kostet 10,98 Dollar. Die Röcke werden entweder durch Falteneinsätze oder durch die Verarbeitung von Plissees erweitert. Schleifenarrangements am Ausschnitt und Kunstblumen an der Schulter sind 1928 besonders en vogue.

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