Life, 1913-04-10 · page 38 of 48
Life — April 10, 1913 — page 38: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a **full-page advertisement** for *Vogue*'s Spring Fashions issue, placed in *Life* magazine (circa 1913). The ad promotes the authority and reliability of *Vogue*'s spring fashion selections, arguing that after fashion houses have presented their collections, *Vogue* serves as the definitive arbiter of which styles will endure. It emphasizes that the magazine features both Parisian designers (Callot, Drécoll, Chéruit, etc.) and selections made by New York's most fashionable women for their own wardrobes. The text also highlights the issue's editorial content—an essay on fashion by Agnes Repplier, society photography, and fashion advice—alongside extensive advertising from major retailers, positioning *Vogue* as a comprehensive shopping guide. There is no satire here; this is straightforward luxury-market advertising leveraging *Life*'s educated readership to promote *Vogue* as the authoritative source for 1913 spring fashion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
You may safely buy any of the models shown in the Spring Fashions Number of Vogue— the new number just going on sale The hurly-burly of the fashion openings is now over. All the new modes have been formally presented; the time has come when a discriminating authority can see with certainty just which models have survived and which have been rejected. The next Vogue, therefore, is in many respects the most valuable of the whole year. It is the final say—the culmination of the Spring mode. Evolved in the crystallizing and saner mood of the later Spring, its models may safely be accepted as the authoritative fashion for 1913. Vogue Spring Fashions Number now on sale is really a review of the entire Spring mode; presenting designs both con- servative and extreme, but only those designs that can be depended upon to hold their style for many months to come. Here, in a single number, you will find laid out before you, one by one, exactly those models you will be safe in wearing during the Spring and Summer. Callot, Drécoll, Chéruit, Zimmermann, Béchoff-David—are represented by their latest and best. But even more valuable than these pictures of Parisian models is a resumé of what the most distinguished private dressmakers here in New York have actually selected and actually imported for their own patrons —the best dressed and most fashionable women on your own side of the Atlantic. An essay by Agnes Repplier on “That Jade—Fashion"; photographs of the little doll manikins that cleverly reflect the latest Paris modes; a speculation by De Fouquieres on French royalty; an authoritative state- ment on men's fashions for 1913; snap-shots of society at play in the Rivieras of two continents—these help fill up a handsome, big, and inter- esting number not all fashion by any means. And then there ts the advertising! Vogue for April 15th is for every woman a complete catalogue of what clothes to get and where to get them. The best stores in America unite with Vogue to publish their most interesting an- nouncements in the most attractive manner. aseentsanumber — CONDE NAST 00 a seer Publisher 443 Fourth Ave. New York City eeI=| + #: comicbooks.com