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Dan Arje papers ➔ Bonwit Teller Window Display Featuring Dress by Traina Norell and Hand Painted Backdrop [Retail Reporting Copy]

Photographic Material

Related people/organizations

Bonwit Teller & Co (commissioner)
Virginia Roehl (photographer)
Traina-Norell (Firm) (designer)
Dan Arje (compiler)


October 3 1954

Work Type

photographic prints


8 in (width) x 10 in (height)


Bonwit Teller window display featuring an "after-five" dress designed by Traina Norell. The background of this display features fabric hand-painted backdrops that are mounted between wooden posts. There are also artificial leaves and ivy decorating the panels of backdrops. The mannequin is wearing an ensemble with a ruby red full skirt and jacket, white button down shirt, red shoes, white gloves and a white purse. 


October, 3 1954/ Fifth Avenue/ Bonwit Teller/ Dresses/ Dis. Dir: Gene Moore/ Setup: The mannequin's dress glows like a ruby against the dream background. Fabric hand-painted backdrops are mounted between wood posts along the backwall. Hidden fans create motion in these backdrops. Ivy and artificial leaves decorate the painted panels. Floor: Brown paper confetti. Wall: Painted blue and flooded with blue light from floor troughs./ Card Copy: THE SEASON GLOWS WITH A BRILLIANT FANFARE... BONWIT PRESENTS NEW AFTER-FIVE DRESSES BY TRAINA NORELL... THE SEASON GLOWS WITH A BRILLIANT FANFARE... S. HUROK PRESENTS THE OLD VIC COMPANY IN 'A MIDSUMMER NIGHTS' DREAM/ AT THE METROPOLITAN OPERA HOUSE/ An October 1954 Issue/ Printed in the U.S.A./ 10-3-54-23C/ Views & Reviews/ Retail Reporting Bureau/ Milton B. Conhaim, Inc. 101 Fifth Ave., N.Y.3


binder 4



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