Photograph of dress advertisements with female models, Southern California, 1940. "Dealer's Name and Address here, Presenting, Cheery Sheer-ee, Dresses for Summer 1940, Styled by Helen of Hollywood; Five cheery Summer fashions that strike a new note in youthful charm. Styled for many occasion wear, their excellence of fit and every detail reveals skillful care in tailoring. Select quality soft sheer rayon vitalizes their varied prints and creates notable worth at their price; $6.50, All skirts are cut full with flared or pleated backs. Side plackets use Talon slide fasteners. Color combinations in a variety to express your every Summer mood.; 'Luella' Model, Sheer-ee Dress, A style that becomes saucy or serious depending upong the mood of its wearer. White pin stripes on your choice of navy, black, copen, or red ground. Bias cord piping accents and preserves sleeve and neck lines and inset pocket openings. Contrasting color patent belt. Sizes 12 to 18. MODEL 3252; 'Carole' Model, Sheer-ee Dress, Versatile neckline to be worn open or closed. Collar points and cuffs are accented with embroidered white organdy. Conventional flower print in pimiento, ciel blue, coral, or sunshine yellow--on navy ground. Crystal buttons in matching or contrasting color. Every Summer wardrobe should include thie model. Sizes 12 to 20., MODEL 3254" -- on advertisements.