Life, 1913-10-09 · page 37 of 44
Life — October 9, 1913 — page 37: what you’re looking at
What you’re looking at
This page satirizes women's fashion obsession in the 1920s. The poem by Carolyn Wells mockingly documents a woman's compulsive need to constantly update her wardrobe, despite the expense and impracticality. She cannot wear gowns from even six months prior—they're now "immense" compared to fashionable silhouettes. The satire intensifies as she admits the new styles are actually uncomfortable ("hamper, cling, and bind") yet she'd "rather run in debt" than wear last season's clothing. The poem targets the perceived vanity and illogical consumer behavior of modern women, suggesting fashion anxiety overrides financial prudence and comfort. The accompanying Cheney Brothers advertisement and Elgin Watch ad are standard commercial content typical of Life magazine's business model. The cartoon appears to be lifestyle commentary on post-WWI women's changing roles and the commercialization of female identity through fashion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Modern Woman CANNOT wear the old gowns I wore six months ago; I'd make myself a laughing-stock, I'd be a holy show. he They measure two yards ‘round the 40 000 hem, ’ Elgineers A yard’s sufficient now. I cannot wear the old gowns E tremendous total of And look right, anyhow. T cannot wear the old gowns; 40,000 foremost jewelers of Although they’ it and trim, : ie Aad UNSUEITNGY iad fe We a th America are Flgineers, masters of I must be yet more slim. watchcraft. Unswayed by price or prejudice, The skirts that seemed so narrow then fi f | ae ‘ h h Now:secm to me: immense: alter years of close association with watches, I cannot wear the old gowns, these Spee are a unit in affirming that the I'd look like thirty cents. Elgin Watch leads in all-round efficiency. Surely, T cannot weat the old gowns, this judgment from 40,000 experienced, honest and igns. : : Ihave to have a siltouette well-known jewelers—from the Elgineers of your town With waistless, hipless lines. or city—should influence you to decide on an Elgin, the Ihave 16 lave a scanter. skirt watch which for over a half-century has been standard. Cor) — Che That's slashed far up the seam. LORD ELGIN—here pictured in exact size— is the extremely thin masterwatch. It is truthful, untiring, unfailing, unfaltering—a watch whose honesty and faithfulness are inspiring. Lord Elgin contains very latest devices for perfect timekeeping. Call on your Elgineer, and let him detail its strong points. ELGIN NATIONAL WATCH Co. I cannot wear the old gowns, And keep my self-esteem. ‘This season's offering includes: I cannot wear the old gowns; Scarfs made of Benga- I want a Bulgar crash, lines, Crépes, Failles; With hint of Balkan influence Pes, 7 And sulphur chiffon sash; Tubulars in Plain, | A scanty satin underskirt Fancies, Knit Ties; Slashed to a green rosette. Mufflers and Hand- I cannot wear the old gowns, herchiefs. All dealers. I'd rather run in debt. CHENEY BROTHERS I cannot wear the old gowns; They're comfy, I admit. They even give one room enoug! To step or walk or sit. : But I must have the newest styles That hamper, cling, and bind; I cannot wear the old gowns, Although they’re more ‘refined. Carolyn Wells. comicbooks.com