Daily Press from Newport News, Virginia • Page 38

1CZ DAILY PRESS, Newport News. Sunday, January 14, 1979 The The scene is set in Washington, in the shadow of the White House. If onry Susan, who's an aspiring photographer, had 1 sold herself to pitch camera equipment; maybe then the unbelievable would have been forgivable. Endorsement By MARIAN CHRISTY Whopping wads of cash are growing on trees for those who don't flinch at lending their famous names and faces to this or that product. The name of the game is Endorsement.

But now there's a skyrocketing run of celebrities who are going one giant step further. The Famous are allowing them-t selves to be touted as the creators, the innovators and designers. If you buy the i idea, it is hoped you will buy the product. 1 It's how the rich get richer. It's ironic to be exposed to Brigitte BaTdot, who made a career of undress, the alleged designer of dresses for of Paris.

It's a giggle to see Basile-Idressed Polly Bergen, who wears a diamond the size of Liz's, promoting Game How The Rich Get Richer home-mades for Singer Co. Wknt AhMU(. is I What chokes is really me the introduc tion of the very elegant Princess Grace is as a designer for Springmaid Sheets. This is the very same Grace Kelly who parties at Maxim's, hobnobs in Cannes with Estee Lauder, buys Dior-Paris originals and reads poetry at Harvard. LAST CALL gpr FALL SHOE )) IrS Mm THEY HIVE ALREADY BEQ WSCOOITII jj BETTER THAN fll TWO FOB OWE lJ (( I Lotties Shoes 9 Todd Shopping Center 2322 W.

Mercury Blvd. 838-2751 (I 5 OPEN DAILY 10-6 FRIDAY 10-9 Cl Also located at 2364 E. Little Creek Norfolk Suzanne and her sheets appeared at New York's Market Week, a set-up for store buyers who come from important and remote points across America. This is where the orders are placed. This is where the first pile of money is made.

It's impossible to change the subject, because Dinah Shore is also Stevens-oriented. Dinah reportedly has been guaranteed a cool half a million in royalties for allowing the firm to use her name on a line of sheets-towels-tablecloths-aprons. What really jars is the headline of the ads, which screams: "Introducing Dinah as a designer." Why must the truth be quilted? The put-up is a put-on. Even honest-to-goodness designers like Bill Blass and Geoffrey Beene hire a stable of young unknowns who constitute their Idea Department. Paid im-aginatives mull their notions and explore their fantasies.

Eventually, via brainstorming sessions with the boss, the nebulous is transformed into The New. But, and this is the point, real designers don't deny the fact of ready, creative input. Why must the public be led to believe that The Famous, who sell their stamp of approval, are A-to-Z creative? The Celebrity Game continued to spiral. Betsy Bloomingdale, a Los Angeles socialite-millionaire who's married to the Diners Club heir, is designing at-home fashions for Swirl. Mrs.

Bloomingdale, who lives in an estate and has household servants, was fined $5,000 in 1976 for showing a customs inspector a $518 invoice for several Christian Diors that were actually worth $3,880. ON SENTENCING Mrs. Bloomingdale to a one-year suspended term, the judge grumped that she "deserved the contempt of society." Mrs. Bloomingdale, who's now dressed by New York designer Adolfo, said she was sorry and slowly swirled into the fashion business. But at least Mrs.

Bloomingdale stuck to what she knows best: clothes. On the other hand we have Susan Ford, daughter of Jerry and Betty, doing a television commercial for a Japanese auto firm. GLAMOROUS GRACE, who ditched "'lnovies for Monaco, recently revamped her arty side by exhibiting a collection of pressed floral collages at Paris' posh Drouant Gallery. The display was harming and low-key. Grace in-auspiciously signed the art with her doesn't discuss money with strangers.

There is another related ridiculousness. J.P. Stevens, the linen company, has a bedroom line designed by actress Suzanne Pleshette, who plays Emily in "The Bob Newhart Show." Suzanne's story is that an exorbitant $60-a-week laundry bill for her fine French linens disturbed her husband, Tom Gallagher. So, in a burst of domestic practicality, she created machine-washable versions. Then she marketed her bedside manner to Stevens, which bought it hook, line and sinker.

THE NEXT THING Suzanne knew she was making a personal appearance in a Chicago store and 3,000 fans stormed the place. It's unclear whether the curious came to ogle Suzanne, who's beautiful, or to actually buy Suzanne's sheets. mice unguiai uiiuaia, urn, iui uiawe Patricia Kelly. But now Grace, the Princess, has succumbed to the allure of big-time com- 'mercialism. She has sold three collages be translated into graceful sheets and ''graceful tablecloths.

She even appeared I in New York to lend her on-the-spot presence to this lucrative project. It couldn't be that the princess needs taoney, could it? As a prized member of international high society, Grace has lent herself to such charities as the I Charles A. Lindbergh Fund, and Trinity Missions. Where will her Spring-I maid funds go? In a recent press conference, she was the question and replied that she Beauty Of Sterling Lasts SWEATER SAVINGS dishwasher. The little dark spots left by sulfur containing foods like egg yolk, mustard and mayonnaise come off in a jiffy with a light application of good silver polish.

tv ri iii mil fhii I "The sale that you've been waiting for!" Planning A Wedding? AO KUCV II II uPTO-cyjuryo off all 1 Whether your plans As the joyful, but slightly harried bride-to-be, you've already made the most important choice of all that of a loving and considerate husband. But, there are still hundreds of things to decide on. Your selection of sterling flatware is of utmost importance. kind of pattern you choose will have a lot to do with the lifestyle you anticipate. Chances are, you know right away what sort of pattern you want, be it opulent ornate traditional, classic traditional, contemporary or modern.

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