The "letter" in the series' title was a letter read on-camera by hostess Loretta Young. There would be a question asked, then answered in each week's episode. The letter gimmick was dropped after roughly 13 episodes, and the show's title was changed simply to "The Loretta Young Show." Midway through season 2, the show had a new opening: the hostess would make a dramatic, sweeping spin through a door into a living room wearing the most fabulous designer dresses and gowns of that era. It became the trademark of its star.