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lelevision Eye for Fashions
Entertainment will continue to be keynote, despite unequalled opportunity for display and demonstration of fashion merchandise
by H/LDE6ARDE RElGi, member, teleoision department, Young & Rubicam, Inc, New York City
with the housewives. In such a show, women's wear w^ould undoubtedly share the screen with men and children's wear, household finnishings and other consumer items.
Programs may be the straight display of milady's fashions as predicted by Vogue or shown in the salons of Paris; or they may become instructive, teaching the viewer any number of things— how to overcome shortcomings of face or figiue, how to be versatile on a limited budget, how to judge a garment, or how to design and make it, personally. \Vhatever the programs, as they become daily features, competition will of course again put the emphasis on the need for the entertaining, the unique in fashion display.
As a rule, a showing as known in the fashion circles is too static to be very interesting televiewing. It lacks the movement believed to be so essential in holding the viewers' attention. So it appears writers will pla) an important part, for they will be called upon to set scenes and contrive incidents to show the costume in use and to lead logically to the discussion of its fine points. This may be accomplished by off-camera commentary or by dialogue between the models themselves. In television, sound is a subtle supplement to sight and acts like the printed paragraph to highlight detail, point out versatility and to complete the "sell" with any necessary information. The director, in addition to his sense of
dramatic ^alues, will need to have a comprehensive grasp of fashion.
In present day television, color, extremely important to style, is reduced to terms of black and w^hite. Since all colors are transformed into this monochromatic scheme, care must be used in planning ensembles. There must be a sharp contrast in values between accessories and garment as well as between model and background. Backdrops must be simple to avoid losing the most important thing —the dress to be shown. Prints and stripes are favorites because of their contrast and interest within themselves. The beauty of color is undeniable and will probably come into the television home in due course.
In the program that goes beyond the mere showing of clothes, the model is usually set in the locale in which her costume would most likely be worn and she is shown with all the accessories as well. This will give retailers a chance to display other merchandise aside from the usual accessories associated with women's fashions. Luggage, for instance, to go along with the suit that travels. A piece of furniture in the background or any number of articles used as hand props.
AVhat can be done with fashions is still undergoing the "proof of the pudT ding . . ." stage, as is all of television as both an entertaining and advertising mediinn, biu it certainly is safe to predict that it has an eve for fash'jn.
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