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This article explores how a department store holiday extravaganza contributed towards the dialogue between fashion, museums and popular culture and the ways in which holiday displays pushed the boundaries of costume conception and exhibition. Key components of Marshall Field’s 1991 holiday spectacle were the Cinderella gowns presented as a uniquely curated costume ‘exhibition’ highlighting imaginative designs of Zandra Rhodes. The commission of sixteen Rhodes fairy tale dresses for Marshall Field’s annual holiday display epitomizes the wonder created for the visitor. Combined with the traditions of the season, the Cinderella dresses encouraged make believe and the idea that dreams really do come true. The opportunity for the public to see the holiday designs of Zandra Rhodes was a move beyond consumerism towards theatre and artistic vision, and represented a chance for visitors to experience a fairy tale spectacle on Chicago’s State Street.

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