Life, 1912-08-29 · page 40 of 42
Life — August 29, 1912 — page 40: what you’re looking at
What you’re looking at
This is primarily a **subscription advertisement** for Vogue magazine's Autumn Millinery Number, not a political cartoon. The page promotes Vogue's fashion magazine by appealing to wealthy women planning expensive fall wardrobes. The sales pitch uses a psychological angle: invest just $2 in the Millinery Number to avoid costly mistakes when purchasing $200+ worth of hats and gowns. The copy notes that "the really expensive hat is the hat you wear only because you cannot return it"—implying that expert fashion guidance prevents wasteful purchases. The page lists famous Parisian hat designers (Carlier, Paul Poiret, Suzanne Talbot, Georgette, Alphonsine) to establish authority and prestige. It also shows Vogue's upcoming special issues (Forecast of Autumn Fashions, Christmas Gifts, Motor Fashions, etc.) to encourage long-term subscriptions. The tone reflects early 1910s luxury consumer culture targeting affluent women who could afford haute couture from Paris.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Send No Money merely sign, tear off and mail this coupon. If you act at once, Vogue's special’ Autumn Mil- linery Number (the cover of which’ is’ reproduced ia’ minie- ture on opposite page) will be mailed at once, and thereafter will follow, twice a month, a suc- cession of ‘great fashion issues. w AUTUMN MILLINERY September Ist Vogue's exhibition of the new Paris hats. FORECAST OF AUTUMN FASHIONS September 15th The first showing of the new season's models. AUTUMN DRESS MATERIALS October Ist Latest designs and shades in fashionable fabrics. AUTUMN SHOPPING October 15th A tour through the smart shops of America and Europe. WINTER FASHIONS November Ist Showing the Winter mode at its climax. DRAMATIC AND VANITY November 15th Fashions behind the footlights and the latest discoveries for my lady's toilette, CHRISTMAS GIFTS December Ist ‘This number solves the Christ- mas shopping problem, CHRISTMAS December 15th Midwinter novelties from the great. designers and newest Christmas festivities. MOTOR FASHIONS January Ist Fashions in automobile gar- ments and accessories. WHITE & SOUTHERN FASHIONS January 15th The trend of coming styles as seen on the Rivie SMART FASHIONS FOR LIMITED INCOMES February Ist First aid to the smart woman of small means. FORECAST OF SPRING \S February 15th A complete forecast of ‘the smartest Vogue’s Autumn Millinery Number is now ready for you, presenting the final and approved Paris Hats for Autumn and Winter, 1912-13. Now on sale at all news-stands—25 cents a copy. HIS Millinery Number of Vogue gleams like a great shop window set in the heart of Paris—a window in which each notable designer has placed his most successful creations—a window in which you can see all that is newest and best in the millinery of the moment. EFORE purchasing your Autumn Millinery, consult this number of Vogue with its wealth of ideas and authori- tative information. Here you will find the characteristic touch of each Parisian designer—the verve and charm of Carlier, the masterly origi- nality of Paul Poiret, the ever-fascinating conceptions of Suzanne Talbot, the witchery of Georgette and Alphonsine. USE THE COUPON BELOW and receive frst the Autumn Millinery Number, bricfly described above, and then the special Forecast of Falt Fashions Number, dated September 15th, then the Autumn Shopping Number, and then the remaining numbers of Vogue regularly twice @ month. $2 Spent for Vogue A Tiny Fraction of Your Loss on One Ill Chosen Hat or Gown May Save You $200 At this moment you are planning to spend for your Autumn hats and gowns hundreds of dollars. Now the really expensive gown is the gown you buy and never wear; the really expensive hat is the hat you wear only because you cannot return it. Invest $2 and insure yourself against such costly mistakes in the choice of your Autumn hats and gowns. Yo pay $20, $40, $60 for a hat— VOGUE willend all that. In your three times as much for a gown. own home, far from the confu- Yet how often does hasty selection, a sion of the milliner’s and the dress- limited stock to choose from, or lack maker's, Vogue spreads before you, of reliable fashion information com- not a few hats and gowns from your pel you to wear reluctantly, or even local stores, but a magnificent display give away, hats and gowns that cost of models from the best designers in hundreds of dollars. the world. ~ Start Your Subscription to Vogue with the Millinery Number comicbooeen