The 'Gaba Girls' Mannequins
Written by Janet Mabie on November 27, 1935
Excerpt from Beautiful, but Dummies, an article written by Janet Mabie for Weekly Magazine Section, November 27, 1935 issue
Photo below: Lester Gaba mannequin photographed by Frederick Bradley from Weekly Magazine Section Nov. 27, 1935
The figures that Lester Gaba made for Miss Lewis came about pretty well, and he got the idea that maybe,
as there had been a Gibson Girl, she could now be succeeded by the Gaba Girl. They gave a party
at the Biltmore for the first six he designed, given them all names and dressing them in
clothes and lovely jewels.
One was named Erika, because Mr. Gaba once knew a man who came to this country from Europe
and was so delighted with it that he dropped the "Am" and named his daughted Erika, out
of appreciation.
Well, it helped change the whole idea of figures for window dressing. Whereas the old wax-figure
idea in mannequins had been realism, it was realism of a rather frightening sort.
Mr. Gaba thought if there was a little more naturalness and a little less Nice nellyism,
it would make the windows look -- well more inviting.
The purpose of putting things in department store windows is to get people to come in and buy,
not chill them into running in the other direction at high speed.
He knew, too, that there are people walking around in the world today who have freckles, and
some who even have pigeon toes.
All right; let the mannequins be natural. Put one with freckles and a tomboy look alongside
another uppity looking young lady with a Devonshire cream complexion, and you have a scene
which is far more natural to the eye of the buying public than the waxy dumbbunnies of
yesterday's store windows.
In the beginning Mr. Gaba intended to make all his mannequins, but it got to be too much of a
job, so he only designs them and a company builds them.
Figures of men? Well, he's done one, but it's sort of in the class with the Cardiff giant
as far as he is concerned; some day he may design some more, but at the moment he can get up
surprisingly little steam about it.
Meanwhile, department stores are muddling along for male mannequins with refinements
on the old wax model tradition or with wood cutouts, dolled up with paint and tans it is hoped
everyone wil believe they got at Palm Beach.
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