“Christmas in Dallas” — LOOK Magazine, 1957

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by Paula Bosse

Here are photos from a 4-page spread in the Dec. 24, 1957 issue of LOOK magazine — “Christmas in Dallas,” by David Zingg with photos by Frank Bauman.

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“When Christmas comes to Dallas, the city of oil, boom and shiny limousines becomes a glowing land of magic. Even without snow, the Christmas spirit of Dickens, Bethlehem and Santa Claus seems to take on the 10-gallon dimensions of Texas. Here is a scintillating sampler of Christmas in the modern Southwest.  

 “In the early days of Texas, the arrival of Christmas was often greeted by a fusillade of pistol shots. In some areas, wizened mesquite bushes served as Christmas trees. Guns have since been silenced and trees are easy to get, but the exuberant Texas spirit remains. As always, a booming sense of cheer and joy seems to sweep across the Western plains to brighten Christmas in Dallas.”

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Caption for the photo below: “Santa greets city from skyscraper roof, under gleaming tower.”

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“Glittering headdress of store manikin typifies richness of Christmas in Dallas.”

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“Double-exposure contrasts member of Dallas County sheriff’s posse with beacon and lighted-window cross of the Republic National Bank Building.”

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“Photographer Frank Bauman captures himself and a window full of toys in a mirror’s golden frame.”

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“At Neiman-Marcus, a stuffed tiger carries a fabulous burden of a million dollars in gems.”

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“Children’s faces pressed against a toy-filled window express the age-old anticipation of Christmas morning.”

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“Busy car lights of Christmas shoppers swirl a colorful pattern around Dallas’s oldest Christmas tree, in Highland Park.” (Sadly, our beloved Pecan Tree is no more.)

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“A fairy makes Christmas come true as she throws candy to children at Oak Cliff Shopping Center.”

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Merry Christmas, y’all!

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Sources & Notes

All images from LOOK magazine, Dec. 24, 1957, from the collection of the author. Photos by Frank Bauman.

More Christmas posts from Flashback Dallas can be found here.

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Copyright © 2020 Paula Bosse. All Rights Reserved.