Life, 1911-01-12 · page 13 of 44
Life — January 12, 1911 — page 13: what you’re looking at
What you’re looking at
This page announces Life's "Fashion Reform League," promoting practical, affordable clothing for women. The satirical angle targets excessive spending on fashions—the league advocates for simple traveling gowns costing no more than $1,000 and practical daywear. The three cartoon figures labeled "Some New Effects" mock exaggerated fashion trends of the era: Fig. 1 shows an absurdly puffy "revolucion" skirt; Fig. 2 depicts a woman in an impractical hoop-skirt apron; Fig. 3 illustrates an enormous hoopskirt for children. The satire criticizes both the impracticality and expense of women's fashions while proposing sensible alternatives. The building illustration shows this as an institutional effort to reform American fashion standards toward modesty and economy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: Life’s Fashion Reform League New Building Now Open. NEW BUILDING NOW OPEN, THE ARCHITECTE AND PROPRIETRESS CONGRATULATE EACH OTHER, OLD METROPOLITAN ART MUSEUM REPLACED BY STRUCTURE OF REAL LIFE INTEREST TO PEOPLE UR new building was formally opened to the public last week. It overlooks Central Park—that was. Now, however, that the building is so close we have decided to change the vaine of Central Park to Life Park—op- posite Life Square. This is done, not only because we love our country but above all things, we love New York, and we wish to keep it intact from purely commercial purposes. Address all communications to The Fashion Reform League, Life Square, Life Park (formerly Central), New York. We are happy to say that little by little we have obtained control of all the dressmaking talent in the country. Besides this, we have a number of original artists con- stantly making new designs. Local chapters of the League are being organized everywhere. Pat- terns sent on approvai to any post office address. This week we offer the follow- ing prizes: For an absolutely original street costume for a lady between twen- ty-five and thirty, that will attract the attention of all men within a radius of half a mile. This cos- tume must be something really startling. We suggest Oriental ef- fects combined with a due regard Fic. for our changeable climate. Give all macerials used and cost of same. For a young girl's walking cos- ILA REVOLUCION” OR “GUINNY” SUGGESTION TO POR- TUGUESE PEERESSES IN REMODEL- ING THEIR COURT CAPES PROLETARIAN PETTICOATS tume. This must not cost more than five hundred dollars, as many of our patrons are in straightened circumstances and many more do not believe in encouraging their daughters to dress extravagantly. Fashion in This Country is Now on Proper Basis For an evening gown—all ages. The cost of this must not go above one thou- sand dollars, as it is for country use. Something exceedingly simple, one that may be worn in the presence of a bishop. For a traveling gown for brides. No expense need be spared on this gown, as bridegrooms don’t care how much is spent, and the old gentieman, if he has to pay the bills, is so delighted with the" idea of getting rid of hie daughter that he is anxious to blow in all he can. This gown, it must be remembered, need not contain an “appeal.” Only after women have been married three or four years it is necessary to be chic. ANSWERS TO CORRESPONDENTS. Prorta, Int, I do not understand the aim of your League. I_am considered the best dressed woman in Peoria. Can I do any better by coming to you? CAROLINE Not only can you do better, but you will be forced, in time, to come to us. You don’t give your age or weight, but we presume that if you are the best dressed woman in Peoria, you must be about thirty- eight and weigh about one SOME NEW EFFECTS INTO Lert) PIG. 2.—FOR AN UNFROCKED MINISTER—A TIDY APRON MAY BE MADE OF ILLUSION (iv HE MAS ANY OP THEM FIG, 3.—PROMENADE HOOP- SKIRT FOR A BLAS BABY—MONDAINE = WITIT LINEN CEINTURE UNDER- PINNING comicbooks.com