St. Louis, MO: N.p., Circa 1950. Collection of five vintage narrow margin photographs of a Fairfield's (Fair Prices) department store window display, St. Louis, circa 1950. One with "Arteaga St. Louis" photographer mark in negative on lower right, with "Arteaga" stamp on verso. One with annotation in holograph ink of "Trimmed by Eva, won prize on all 5 pictures. Ballet Hose Maidenform" on verso.
Photographs likely taken at the Fairfield's store located in the 2600 Cherokee Street shopping district in St. Louis, which, during the 1940s, was the premier shopping destination in South St. Louis, featuring stores such as J.C. Penney, Fairfield's, Woolworth's, Globe Drugs, and Stone Bros. During the 1950s the area began to experience economic decline and in recent years has been experiencing an economic resurgence, with galleries, antique stores, restaurants, and cultural festivals reviving the community.
Window display merchandise visible includes ballet Brand Stockings by Burlington Mills and Maidenform bras, featuring their advertising slogan, visible on the mannequin's sash, "I dreamed I danced a ballet in my maidenform bra." From 1949 through 1969 Maidenform utilized the "I dreamed I ... in my maidenform bra," advertising slogan, and would incorporate almost any activity thinkable, from "danced the Charleston," to "opened the World Series," to "won the election," and even held contests soliciting new dream ideas. The ad campaign was an incredible success.
8 x 10 inches. Very Good plus with some modest creasing and chipping in margins.