Many Bostonians were proud of their Puritan heritage, but New England was also home to many hyphenated Americans who traced their roots to Southern, Central, and Eastern Europe. This chapter examines how America's largest fashion retailer integrated European imports into store promotions aimed to reach consumers at all price points. It focuses on the retail professionals who brought European fashion merchandise to the United States and created mechanisms for the dissemination of European style. Cultural analysis is extended to the activities of retail buying, fashion merchandising, and fashion promotion. The focus is on a key group of intermediaries, namely the buyers, stylists, fashion directors, merchandisers, and managers at William Filene's, who harnessed European prestige to sell fashion merchandise made at home and abroad to American consumers. These efforts produced successes such as Fashionations, until major social and cultural shifts upset the apple cart.