Life, 1912-02-29 · page 38 of 40
Life — February 29, 1912 — page 38: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement for Vogue magazine**, not a political cartoon. The page promotes Vogue as the authoritative fashion guide for American gentlewomen, emphasizing its role in reporting Parisian fashion trends before they reach mass popularity. The "Trademark Opposite" headline appears ironic—the text claims Vogue *leads* fashion rather than following it, positioning readers as fashion pioneers rather than trend-followers. The advertisement promises that Vogue subscribers wear styles "in the first season of its triumph" before the masses adopt them, establishing social distinction through early adoption. The page advertises the March 1st issue featuring "Over One Hundred Spring Models" for 25 cents and promotes upcoming special issues (April, May, June, July, August) with a mail-in coupon for $2.00. This reflects **early 20th-century class marketing**: Vogue positioned itself as an arbiter of taste for wealthy, fashionable women, distinguishing them from ordinary consumers who follow trends belatedly.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Trademark Opposite personifies the charm, the distinction, the vivacity that make VOGUE the most unigue of women’s magazines—the inseparable companion and adviser of the American gentlewoman—the undisputed authority on modish and becoming dress—through its Parisian correspondents the speediest harbinger and interpreter in America of the reigning Parisian modes—the most piquant of period- ical chroniclers of the doings of fashionable society. HE woman who knows the importance of dress and whose taste is above the commonplace will find in the fashions of VOGUE just that nice touch of individuality which dis- tinguishes the faultlessly gowned woman. In every number of VOGUE there are pages of the season's veritable models designed by the best couturiers of Paris. eccentric—as being unprofitable fads of the moment, VOGUE garners the most approved models and presents them to its readers. Hence, long before a model has reached the “popular” stage, the woman who depends upon VOGUE for her gowning has secured it, worn it in the first season of its triumph, and is ready to discard it when finally it finds favor with the masses. The salient merit of VOGUE models is their timeliness. No sooner is a new cut in skirt, sleeve or bodice launched by the great French houses than is noted by VOGUE. A VOGUE-gowned woman never finds herself in the sud- denly embarrassing position of trailing behind the mode. She leads the fashion—she never follows it. Eliminating the passing caprice—the merely odd and At This Moment, for example, you will find at your newsdealers The March Ist issue of VOGUE containing Over One Hundred Spring Models from the cleverest designs of the world’s fashion creators.—Relying upon this issue of VOGUE as a guide will save you from any possible error in the choice of your spring hats and gowns, and assure a spring wardrobe of faultless taste and personal distinction. And for this degree of service rendered to you, you pay 25 cents. And after the March Ist issue— see that you do not miss any of the following numbers, each of which will have a special feature. Leave an advance order with your newsdealer, or if more convenient use the coupon. June Ist June 15th July Ist July 15th August Ist August 15th Spring Pattern Number March Ist Summer Homes Spring Dress Materials March 15th Outing Fashions Spring Millinery April 1st Travel Spring Fashions April 15th Hot Weather Fashions Brides’ May Ist Vacation European May 15th Children’s Fashions The Coupon Will Bring These Numbers Direct to Your Address as soon as Published. Enclose $2.00 and Mail the Coupon To-day. HOW VOGUE READERS FEEL TOWARD VOGUE N THE VOGUE COMPANY, Condé Nast, President 443 Fourth Ave., New York THE WILLIAMS PRINTING COMPANY, NEW YORK comicbooks.com