Photoplay (Jul-Dec 1952)

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Left — Here’s an ordinary girdle with uncomfortable bones. Right — Change to a "Perma-lift" Girdle with the Magic Inset, and enjoy the difference in lasting beauty and comfort. Look for fire Magic Inset and You want your girdle to make you beautifully slim and trim, but you want to be comfortable too. Your "Perma-lift"* Girdle guarantees all you want and more. Be sure you get the right length, it’s so important — and be sure to enjoy the amazing comfort of the Magic Inset. 1. The Magic Inset eliminates uncomfortable poking, pinching bones. 2. The Magic Inset guarantees that your "Perma-lift" Girdle won’t roll over, wrinkle or bind. 3. The Magic Inset never loses its "stay-up" smartness no matter how often you wash it or wear it— outlasts the life of the garment. Have your favorite corsetiere fit you in the proper length "Perma-lift" Girdle today and enjoy the difference. Modestly priced from $5.00 to $18.50. Perma-lift (girdles in Lengths. Pall, tiny or in-between, there’s a Perma-lift Qirdle in the perfect length for you. *“ Perma-lift”— A trademark of A. Stein & Company— Chicago— New York— Los Angeles {Reg. V. S. Pat. Ojfr.) (jirdle illustrated — 2Vo. 3715 — Ss. 50, Bra illustrated — ^Jo. 69 — S3 P 73