Life, 1918-04-11 · page 36 of 44
Life — April 11, 1918 — page 36: what you’re looking at
What you’re looking at
This page combines fashion advertising with WWI-era political commentary. The left side features a satirical cartoon about footwear fashions, illustrated by Fashion Publicity Co., targeting women's consumer choices during wartime. The central feature is a "Line-Up" comparing supporters and opponents of Herbert Hoover, likely regarding his food administration role during WWI. Those opposing him include "food profiteers," pacifists, and notably Kaiser Wilhelm ("William Hohenzollern"). Supporters include Allied nations, military experts, and "all true patriots." The cartoon at bottom shows a child declaring "Fight Germans" as their future ambition—satirizing how wartime rhetoric permeated even children's aspirations. The Vogue advertisement overlay offers fashion guidance for women managing wardrobes during "war incomes," suggesting careful consumption as patriotic duty. The messaging implies that smart fashion choices during wartime demonstrate both patriotism and economic wisdom, framing consumer behavior within nationalist ideology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Footwear Fashions As the Style Committee predicted. foot- wear fashions for Spring and Summer follow the trend established at Palm Beach, High shoes and low shoes of “F. B. & C.” White Washable Glazed Kid are worn almost exclusively by smartly dressed women who were quick to apprehend this trend, “F,B.& C,"" White Washable Glazed Kid “No. 81," it _will be remembered. is the leather that ‘‘ Fits on the Foot like a Glove on the Hand'’ and which requires no mussy dressing to preserve its new and unblemished appearance. It is the leather now shown in the latest styles at the better shops. cy Fiber ofthese tgs atched io (72 the shoes you! Banassurance tery of correct style and an evidence } "6 that you are geting “The Best There Is” in leather Weae 1 us if you have difficulty finding shoes with ether of these identifying tags attached, Fashion Publicity Co. of New York , WITAT ARE YOU GOING TO DO 520 MY WHEN YOU GROW UP “ FIGHT GERMANS.” Those Who Oppose Hoover Food profiteers. The German-American Alliance. Large numbers of pacifists. The allies of Germany. Senator James A. Reed of Mis- souri. William Hohenzollern. A Line-Up Those Who Uphold Ho England, France, Italy and Belgium. The Commissary Department of our r army, Every American over-seas. Experts on the world’s food supply. Authorities on military matters Persons of discernment, intuition and clear vision. The General Staff of the German army. MI true patriots. ea rat tea $2* Invested in Vogue (a tiny fraction of your loss on a single ill-chosen hat or gown) Will Save This year, above all others, when extravagance and wastemust be avoided, you should have Vogueat your right hand. For now, every woman must devote even more than her usual care to the selection of every detail of her wardrobe, so that not one hat, gown or wrap may remain unworn and its price wasted. ‘The gown you buy and never wear is the reully expensive gown. Gloves, boots, hats, that want are the ones that cost more than you can afford. VOGUE suggests that before you spend a sing before you even begin to consult its great series of Numbers of Vogue. le penny on your new clothes, lan your spring wardrobe, you Spring and Summer Fashion Numbers, Save yourself from a wrong start, Begin with the *Smart Fashions for War Incomes Number (NOW READY) For $2, a tiny fraction of your loss on a single ill-chosen hat or gown, you may have the Spring and Summer Fashion You $200 3 being exactly what you HERE ARE YOUR 9 NUMBERS: Ten if you mail the coupon now Apr. 15 hic? =A Must you economiz r, et luok Brides’ Number May 1 The Hostess Charming brides, in charming Number gowns, are married charmingly in this number of Vogue. Summer Homes May 15 everything for the a_ Korean teahouse to a Chuen birdcage. Summer Fashions June 1 Summer clothes are fascinat- ing. Vogue knows. Shows. Buys. And you have no regrets. In the Country June 15 Everything from a piquant parasol to a clingless bathing Suit, What to read and what to do with your friends when you entertain. Hot Weather Fashions July 1 How to be cool though decora- tive. The latest, Paris touch, and how to apply it in your own costumes. Don’t Send Money Don't bother to inclose a cheque, or even to write a letter. coupon opposite will do, and is easier and quicker. Wit stroke of the pen, you will solve your entire spring and mer clothes problem, assuring yourself valuable and ne: ddeas and insuring yourself against costly failures, July 15 How to dress one’s salad, one’s table, one's servants. Chats about books, plays, war-chari- ties and people, Interior Decorations Aug. 1 Vogue considers the tempera- ment, age, and station in life of a house, and furnishes it accordingly. Children’s Number Aug. 15 Every year the fashions for children grow quainter and sweeter — English plain or French-rufled—and Vogue has caught all their charm. Autumn Millinery Sept. 1 Little hats and big hats; hats that take the veil ats that choose the world. ‘The Tisai eA *Special Offer Nine Numbers of Vogue for $2—ten if you mail the coupon now. We will start your sub: with one of the first co the press of our S for War Inco: ; if your is received in time. Since the additional copy must come out of a reserve suppl: dema: Smart Fashion: unless your order is re- ceived immedi- ately. o comicbooks Eemiy