Life, 1916-09-07 · page 36 of 40
Life — September 7, 1916 — page 36: what you’re looking at
What you’re looking at
This satirical piece celebrates the social disappearance of unmarried women due to changing fashion and morality. As hemlines rise, collars drop, and silhouettes modernize, the author claims the "old maid" has vanished—either married off or indistinguishable from other women in progressive cities like New York. The article mocks outdated social categories by suggesting that rapid fashion evolution has made the spinster obsolete or invisible. Where earlier generations could identify unmarried women, modern dress codes no longer signal marital status through conservative styling. The piece reflects early 20th-century attitudes: the "old maid" was once a prominent social fixture worthy of gossip, but contemporary women's liberation through fashion and changing social norms has rendered this designation meaningless—presented as progress, though the tone implies ambivalence about what's been lost.
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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EE ISESE! Passing of the Old Maid S collars grow lower and lower and shoes grow higher and higher and hats grow broader and broader and hips grow narrower and narrower and skirts grow shorter and shorter and bills grow longer and longer, one hears less and ever less about the old maid, She has disappeared from her accustomed haunts, She no longer occupies a prominent place in the deliberations of the local Society of Gossips. If she still is amongst us, she has succeded in disguising herself so that we do not ‘notice her. There may still be rural communities, survivals of the eighteenth and nincteenth cen- turies, which retain their quota of this once famous cominodity, but in progressive places like New York one hears the expression “old maid” so infrequently nowadays that many of the rising generation do not know what it means. suggests: that before you spend a penny onyour newclothes, before you even plan your wardrobe, you consult its great Autumn and Winter Fashion Numbers. THE FORECAST OF AUTUMN FASHIONS NUMBER (Reavy Now) is the most oportent cof the autumn fashion"series, During the next few months, while these numbers are appearing, you will be spend- ing hundreds of dollars for the suits, hats, gowns, and accessories that you select. The gown you buy and never wear is the really expensive gown. Gloves, boots, hats, that miss being exactly wl-at you want, are the ones that cost more than you can afford. Ask any reader of Vogue, and she will tell you that $2 Invested in Vogue 1 tiny fraction of your loss oa a single ill-chosen hat or gown, Will Save You $200 Consider, then, that by the simple act of mailing the coupon below, and at your convenience forwarding $2 (a tiny fraction of your money loss on a single ill-chosen hat or gown) you insure the cor- rectness and economy of nearly a whole year's wardrobe. Not only will you have before you now—at this it important season — Vogue's Great Autumn Fashion Numbers, but you will also have the benefit of Vogue's fashion guidance in selecting your wardrobe all through the Winter and Spring. Here Are Your 12 Numbers: Forecast ci! {Auten Fashions Sept. 15 The earkest and most authentic forecast of the Winter mode. Paris ons Oct. 1 Lingerie Number Jan. 1 story of the Ps linen for jot a Thecomgig « mar el he F "aris open- i peronal use and f ‘Smart Fashions for Motor and Southern Jan. 15 ‘The new in motor can and the new wardrobe for the Ye not walimited means. season, Winter Fashions Forecast of styles. Fully lutated. Spring Millin Tine Wane ced toques amt he famous mllinen of Pars Spring Patterns ‘See Vanity Number Nov. 15 ‘Those graceful kittle touches that make the smart woman smart, where to get them and how to use Christmas Gifts Dec. 1 Vingue's tolution of the Chesnas sit problem. A new idea, thea Gone Hates Seaver f Dec. pas A bull account: ‘ithe ted prect openings ote hobday enteaaning. met mode. The Vogue gowned woman never follows the fashion; she leads it. *SPECIAL OFFER JE; Forecast of Axtumn Fashices T Nant of Venue aow adr. you mail the coupoa and enclose Secret at et ed BG jie Scietces Soe ie all 13 inoves of Vogue. (ORD Its more convenient for you to open a charge account with tus the coupon now without wil wart your mabecr Vogue the Forecast Number and send fou additional numbers, mal 12 number of Vogue. For Smart Desserts Ne YVETTE ( Pronounced Ever ) There's a charm, there’s a sparkle, there's a smart daintiness to Creme Yvette desserts that is irresistible. To an ice, a sorbet, a frappe or a charlotte Creme Yvette gives a flavour that de- lights the taste, and a soft violet colour- ing that adds distinctiveness to the whole menu. Try Créme Yvette the next time you entertain and you will be delighted with your success. Créme Yvette (pronounced E-vet) is sold at 60c and $1.50 per bottle, at fancy grocers and wine dealers. Book of signed recipes by well- known New York chefs sent free. Write for it now. SHEFFIELD COMPANY Tth Ave. at 14th Steet New York, N. Y. Whitewashing Josephus HE World has found it necessary to publish (August 20th) another Sun day broadside in extenuation of Josephus Daniels. This time George has enlisted Admiral Dewey in the good work. The Admiral responds heartily in declaring that the navy has not gone to pot, but shows moderation, not to say reluctance, in extolling Josephus. Mr. Creel's last coat of whitewash must have come off. Otherwise, why this second application ? Josephus seems to be trying hard to he good just now. It is possible he has done the navy a service in Congress.