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The word Easter has its origins from Eastre, the Teutonic goddess of spring. In parts of the world, she was called Astarte, Ishtar and Mother Goddess. In addition, she was known as the fertility goddess.

The rabbit is also a symbol of fertility. And the egg has long been a sacred symbol for fertility going as far back as pagan times.

In Western culture, Easter is the time when children color or hide their Easter eggs. Some pretend that it’s the Easter Bunny that has hidden the eggs. In the U.S., an annual Easter egg roll is held on the White House lawn for young kids, and many cities host parades to celebrate the Easter holiday.

Spring coats, Easter bonnets and the Easter parade in New York down Fifth Avenue from St. Patrick’s Cathedral was memorialized in popular culture in 1948 via the American musical “Easter Parade,” starring Judy Garland, Fred Astaire and Peter Lawford, with music by Irving Berlin. The parade still takes place.

For fashion firms and retailers, Easter heralds the spring selling season. It’s the time when cooler temperatures give way to warmer weather and hopefully sunshine instead of rain or snow.

Here is a look at how some fashion firms and retailers have celebrated Easter, and springtime, in years past.

The photos are from the archives of WindowsWear, a visual merchandising and store design firm that has an archival collection of select fashion windows and visual displays dating back to 1931. The firm’s collection provides retailers, designers, brands and creative professionals creating visuals for today’s store front displays with photos from years past for research, inspiration and trend ideas.