Lucile designed the costumes for Elsie in "The Merry Widow" (including the plumed hats that became an extraordinary fad) and thereafter used Elsie to promote her fashions, designing her personal clothes and costumes for several of her other shows. Lucile wrote, "That season was a very brilliant one, perhaps the most brilliant of the series which brought the social life of pre-war London to its peak. And just when it was at its zenith a new play was launched with a new actress, who set the whole town raving over her beauty..." Elsie's image was in great demand by advertisers and on postcards, and she received unsolicited gifts of great value from many male admirers (and even bequests). Lucile commented, "She was absolutely indifferent to most for she once told me she disliked the male character and considered that men only behaved tolerably to a woman who treated them coldly". Nevertheless, Elsie became one of the most frequently photographed beauties of the Edwardian era. According to the "Atlanta Constitution" newspaper in America, writing in 1915: