Life, 1913-09-04 · page 3 of 40
Life — September 4, 1913 — page 3: what you’re looking at
What you’re looking at
This page is primarily a **Vogue magazine advertisement**, not political satire. The decorative owl mascots flanking the text are Vogue's logo, not caricatures of specific figures. The ad promotes Vogue's "Autumn Millinery Number" and related fall fashion issues, emphasizing that fashion expertise comes from reading Vogue rather than spending excessive money. The opening paragraph makes a mild social observation: women who appear most fashionably distinguished often succeed through *knowledge* of style rather than sheer spending power. The ad argues that Vogue readers, by following Paris couture trends early, stay ahead of fashion—they "lead the fashion" rather than follow it. The satire is gentle and commercial: essentially claiming that Vogue readers possess superior taste and foresight compared to average consumers. There is no political content or reference to contemporary events.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The hat you buy and never wear is the really expensive hat! Hats, gowns, boots, gloves, that just miss being exactly what you want are the ones that cost more than you can afford. Why take chances again this Fall, when you can insure absolutely the correctness of your new hats simply by paying 25 cents for VOGUE'S Autumn Millinery Number Have you ever wondered why some women who do not spend for their clothes a cent more than you do are so much more distinguished in their dress? Distinction in dress is not nearly so much a matter of income as of information. And the 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 datinguishes the faultlessly gowned woman. In read number of:Vogue there are pages of the season's veritable models de- signed by the best couturiers of Paris. No sooner is a new cut in skirt, sleeve or bodice Tesch | by the great French houses than it is noted by Vogue. Hence, long before a model has mated 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 sd . when finally it finds favor with the masses. owned woman never finds herself in the suddenly embarrassing position of trading | behin the mode. She leads the fashion—she never follows it! In the next few weeks—the very period in which Vogue’s special Autumn Fashion numbers make their appearance, you are going to select your hats and gowns for the entire Fall season. Can you afford at this important season to be without the next four numbers of Vogue? NOW ON SALE AT ALL NEWSDEALERS is the Autumn Millinery number—the first of Vogue's great Autumn Fashions series. And while you are getting your copy of this number be sure to tell your newsdealer to reserve for you the others of the series. Here they are: Forecast of Autumn Fashions Autumn Patterns of the New Mode Advance models gathered at the Working models for one’s whole great fashion openings of Paris Fall and Winter wardrobe Out September 15th Out September 29th Autumn Shopping Number Personally conducted tour through the world’s best shops $4.00 a year—24 numbers Twice a month Twenty-five cents a number THE VOGUE COMPANY 443, Fourth Avenue, N. Y. Condé Nast, President comicbooks.com