it 1 Girdle Industry Feeling Pinch By ANGELA TAYLOR (C) 1971 N.Y. Time* Newt Service NEW YORK - Is the girdle going the way of the whaleboned corset? Or the push-up bra of the Forties? Or the waistcinch- er of the Fifties? •To New York girl watchers it's obvious that the girdle is losing its grip and the future of the bra, though less precarious, is in doubt. "Let it all hang out" seems to be the philosophy of the blue jeans and mini-skirt generation, even when what is revealed is 20 pounds overweight. The older or more conservative woman of Middle America hasn't joined the back-to- nature liberation. But s h e' s moving out of zippered and boned garments Into comfort* able, lightweight girdles that round, rather than flatten. The promise of closer-fitting fashions for fall and winter has sent 'a wave of optimism through the corset Industry. If the shoe jeopte have managed to bring *ack wedgies, perhaps the Fifties waistline is due for a revival. New Ideas The industry has been feeling le pinch. First came the waist- less dress, the short skirt, and then that reding blow, pantyhose. But spokesmen say the industry has bounced back with the resiliency of their new elastics. As women shed their shackles and corset departments began to shrink, girdle makers went back to then* designing boards and came up with new ideas. Most of them have made up the slack by going into different garments: body stockings, body shirts and swimsuits and items such as the printed bra and bikini, which can be worn on the beach as well as under dresses. In addition, the girdle itself Prescribed by many dentists. Used by millions. For instant relief get ORA-JEU 'with the Good Housekeeping Seal. "Call Doug for a Clean Rug" Pltom «3-253B TYPEWRITERS ADDING MACHINES NEED OUR SPECIALIZED SHOP CLEANING TUNING and ADJUSTING CALL US NOW! • Efficient dependable service is our Business • Factory trained technicians MIDWESTERN TYPEWRITER CO. ' 25 West Second Rudy Pestinger Phone 2-7071 has been redesigned and a more realistic look at sizing has been taken by the industry. It's slowing up on the small size that wound up on the reduced table and concentrating on making the ample woman more comfortable. Today's girdle is an entirely different garment than the iron maiden affair of 20 years ago, made of cotton or silk and paneled with heavy elastic. The discovery of Lycra, an elasticized nylon, took pounds off it. Bones have virtually disappeared and so have a lot of zippers. Even in size X X (meaning extra, extra large), today's most popular garment is the panty girdle with short legs and removable garters. Marion Sherwood, fashion director of Van Raalte, a lingerie company that now also makes bras and girdles, has had a long career in the corset business. Before her move to Van Raalte, she was at Warner's, the corset and bra giant. "I remember when corsets were the most profitable de partment in the store," she said in her office recently. "We had only white, black and a pinkish color known as nude and we stressed fit and func tim A customer went to an expert corsetiere who had been to a training school and wore a tape measure around her neck. A woman was encased in zippered corset that went above the waist and a long-line bra that met it. The idea was o remold the figure. Every- »dy was pushing and pointing hemselves into whatever silhouette was in fashion that For the Finest in Flowers Justice- Mercer 211 N. Main MO 2-6624 across from Pegues "Flowers Wired Everywhere" rear." Psychology Changed Even in the Fifties, the waist-cincher or the Merry Vidow (a strapless, boned affair that came to the waist) wa necessary for Dior's New Look or Anne Fogarty's paper-doll shirtwaists. At Warner's, we used to make special Merry Widows for Audrey Hepburn who couldn't have been thinner." Miss Sherwood says that the asychology about the feminine aody has changed drastically in the past decade. "You tried to look as well as you could regardless of figure problems. If you were flat-chested, you wore padding. You were supposed to have a small waist, so you cinched it. If your legs were heavy, you wore long girdles and long skirts." "Girls today have grown up not knowing girdles. Once worn en began wearing pants, thej became blind to figure defects Then came the mini-skirt, and we tad to get used to £a thighs. Being comfortable is a that matters, and that's led tc casualness and sloppiness." (Adv.) New Many Wear FALSE TEETH WltK Mere Comfort When dentures Blip down and come loose, sprinkle on come easy- to-use FASTEETH* Denture Adhesive Powder. FASTEETH holds dentures firmer longer. You feel more comfortable ... eat more naturaUy. FASTEETH Is not acid. There's no gummy, gooey, pasty taste. Dentures that fit are essential to health. So see your dentist regularly. Get FASTEETH at all drug counters. Hints from Heloise Dear Heloise: Having camped for 45 years • sometimes six months at a tretch — I suggest buying a riece of heavy canvas and sew- ng up a utensil kit with com- >artments for knives (both harp and plain), spoons, forks, tc. The finished kit looks very much like the regular flannel pocket roll that you sometimes ise when storing silverware. The kit can be rolled up and tied with a shoestring. All your utensils will be secure in one place, and sharp cnife edges and points will not be a problem. Mr. N. T. Todd Boy, that's a great idea'. Add a little loop on one end of your kit and you can hang it (opened up) on that proverbial nail in the tree at your campsite. (For heaven's sake don't put a nail in a tree, but, as I say, there always seems to be one there.) You'll have all the conveniences of home. As a fellow camper, I'd like to say thanks a million! Yon can bet your well-worn road map that I'll have one for my next trip out. Happy Camping, Heloise Dear Heloise: I always keep at least one plastic sandwich bag in my purse so that I can put scraps of meat in it to carry home to my cat when I eat out. I also keep a large envelope in my bag into which I drop the plastic sandwich bag when filled. Of course, one could ask the waitress for a "doggie bag,' 1 but I find my method safer (no leak through bag) and it takes up much less room. Mrs. Winona Rucker Dear Heloise: For v keeping'makeup products safe from the exploring fingers and mouth of my toddler, I put everything into a small jewelry box that I had as a teenager. I lock the box. It can be kept handy and the key tucked away somewhere out of'toddlers' reach. Mrs. D. Boobar Dear Heloise: After my new black pantsuit was completed, I decided it needed a belt. I couldn't use the pantsuit material because it was too thick and bulky around my waist. I looked and looked and couldn't find anything that really made my waist look smaller. Then I hit upon this idea. I wandered in the upholstery department of our leading store and gave the decorators their laugh for the day. I tried oversized black silk tie backs around my waist. They were not long enough. Two short ones were too skimpy. Finally the combination of one short and one long one was just the proper thickness and length. I looped them together and now have a "swinging" belt, tassels and all. The upholstery tie - backs really picked up my outfit and gave it an original designer's look! Lucky How lucky can you be! It takes alt kinds of imagination and ingenuity these days to keep the budget down and the waistline looking slim. Heloise Dear Heloise: My son has light hair and for months has tried to grow sideburns. . . no luck, they did not show. So I gave him my mascara and all he has to do now is to darken the hair by his ears He is delighted! A Reader People do things together. Help each other. And that's what Blue Cross and Blue Shield are all about. People joining together to share the cost of hospital services and doctors' pare some of them will need at any given time ... and all of them will need at some time. Because there is such a thing as Blue Cross and Blue Shield no one has to face the sudden and unexpected cost of hospital care or doctors' services alone. Blue Cross and Blue Shield's concept of "Service Benefits" helps pay those bills at a level you would expect. "Service Benefits" means the amount of your coverage is determined, for the most part, by the aptual cost of the covered services you need, not limited to flat dollar amounts. "Service Benefits" can't cover everything, of course. But the costly, budget damaging items are covered. And covered well. There are several ways to enroll in Blue Cross and Blue Shield. Mail this coupon for Information, < I g Ik < 0 -0 fe /3 & ^^m ^ (/) I ^ MSB M ® W I 5 l^ 1 *" F>" % m *5 e 0 c u c u c~" O 'E y> ui ! | S I 1 t e £ % * * 2 f f ** o v a~; •£ w E .. 1 2 o. "£• ° NO § •? g, it . ra o # 1 SSI (1 *- X KANSAS PHYSICIANS' 8JERVIC5 KANSAS KANSAS BLUE CROSS 9 BLUE SHIELD FOR HOSPITAL CARE FOR DOCTORS' SERVICES ® rvk» mite of tb» Amwloifl Hospital A*tocl«t|on • > n«glit«r*d MivUs* mark* ol «w NaJloMl AuocMion o( UM 8M*M PUns I I I I ••8 $ -a J § §• i 8- 'O. ' W oa c O «> i 01 . O) c o 3 § C t o> 5 n 1.E .2 « g •s ^5 •= ^e w ^** "* ffi (& J.a'S |I 11'S § ? o (0 ex c •Set O m rf O Ql ** *!. §zu. o5 fan na 1 I I I I PREPARE NOW FOR WINTER with Beautiful All-Season completely weather- stripped "Wilsco" Storm Doors and Windows. Bo Sure and See these doors and windows before buying. U}il&£D Products 1010-12 South Main — Hutcliinson — MO 3-5451 Page? The Hutchinson News Tuesday, September 14,1971 >ear Heloise: Did you ever hear of a lone achelor who prepares prunes or himself? Well, I do, and I link my hint is worth passing n. I fill a jar two - thirds full of lump prunes and just cover m with chocolate milk. Set xe jar in the refrigerator for hree days and then they are 'eady to eat. The prunes are delicious and endei:. Moreover, the milk is >etter because it has a distinc- ive prune-chocolate flavor. No cooking required, and I >redict your readers will have to replenish this treat regularly when the children discover it. A. Earl Glass Dear Heloise: I've just discovered that a typewriter eraser is great for removing black heel marks from the floor. Also, it doesn't crumble like the art gum eraser that I had previously used. An Appreciative Reader (Send your suggestions to Heloise, care of Tha Hutchinson News, Box No. 190 Hutchinson, Kan.) Train for a better job! REWARDING CAREERS NOW IN HOSPITAL MIDDLE MANAGEMENT Especially suited for Veterans with corpsmen experience, RPNs & young people planning a career. Few fields are expanding more rapidly than health care. Our course covers all business skills usually taught in middle management nlus hospital administration* & nursing home management studies. Our job counselors assist graduates to top-paying positions as administrators, purchasing agents, man. ngers, etc. ENROLL NOW FOR FALL TERM CALL COLLECT (3U) J63-1261 Now Enrolling— Pall Term All buslimt coursn WICHITA BUSINESS COLLEGE Eilabllthod 1SB3 Jack H. Grmtm, Prei. 109 . Broadway Wichita C.Uett,jr. amelot: a place where they park camels. * * Little girl we know wants to be a nurse — she. bandages her dolls, takes their temperatures, and asks them if they have hospital insurance, * * This was National Computer Programmers' Week. Hope you didn't get bent, folded or stapled. * * Sign in gift shop: "For the man who has everything — a calendar to remind him when the payments are due." * * Age is sneaking up when, after painting the town red, you need a long rest before applying the second coat. * * Take a long rest, and then drop in to Lett Electronic, 508 E. 4th, for 'rejuvenation of your tired TV set. wcswMmto fwwnecmfwt less cost. "Since we made the move to Total Electric, our one bill is less than our combined fuel bills used to be?says Mr. and Mrs. Ernie Lesser of Grantville, Kansas. "Total Electric Living is by far the most comfortable, convenient way of life we've ever known, so It's hard to imagine such a clean, healthy atmosphere costing so little ... But talk about a bargain! Electricity heats and cools our home perfectly, cooks our food, keeps it fresh and safe, washes and dries our cloths, heats our water and washes the dishes . . . We're Total Electric, all right, and we'll stay Total Electricl" Why not take a tip from the Lessers before winter comes storming in unannounced and you're snowed under with cold drafts from a worn out heating system. Visit with your local representative at KPL. He's so sure that you'll find Flameless Electric Living a better way of life, he has a FREE GIFT for any KPL customer who contacts him for, a FREE ELECTRIC HEATING MODERNIZATION estimate on ANY existing home. Send to: Marketing Department KPL Tower 818 Kansas Avenue Topeka, Kansas 66601 I would like my FREE gift, for a free electric conversion estl mate, contact me at: Th« SKY WATCH OUTDOOR LIGHTING KIT turns on any standard-base bulb at dusk—off at dawn, automatically. It's completely waterproof and fit* Into any standard steed outdoor socket. The Kit Includes a 75-watt Son-White Postllflht bulb and an automatic photocell light control.
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