Life, 1923-09-13 · page 9 of 36
Life — September 13, 1923 — page 9: what you’re looking at
What you’re looking at
This satirical piece mocks women of modest intellect through fashion advice. The title itself is the joke—it's deliberately insulting, suggesting certain women lack intelligence. The satire works by offering practical budgeting tips (don't spend more than half your clothing budget relative to husband's earnings) and modest wardrobe suggestions while framing them as necessary because these women supposedly can't manage sophistication. The accompanying illustrations show unflattering female figures in various outfits. The lower section on "Sensible Shoes" continues the mockery with crude drawings of footwear. This reflects 1920s-era sexist attitudes presenting women—particularly those of limited means or education—as dim-witted yet vain, needing paternalistic guidance on how to dress appropriately within their station.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
September 13 ARTFUL MODES for the WOMAN of LIMITED INTELLIGENCE O be becomingly dressed on all occasions— for presentation at court for speeding, for the morning call of the ice man, for the barbed wire fence—madame must plan her raiment repertoire and how to get it. By mere haphazard buying she will never acquire that tout ensemble which means harmony in the home. She must choose each frock with the thought of more to come. A good way to make sure of the money neces- sary for a new gown is to manifest careful interest in your husband and his little lapses. When he z . . . forgets to come home early, be waiting for him For the motor trip no P star plone Se in a pleasant frame of mind and with this page in ap could be more ex lectable pn alpaca, your hand. Show him the pretty pictures and ask than this one of vevtilated with lace grat- him which creation he wants you to buy. If he 4 ins and edged with has been to a stag party he may be so tractable . The georg- monkey business that you can help him choose the most financially ette fenders are of the difficile one. If it wasn’t a stag party, use your latest design judgment. Maybe you can score two or three. A simple thing like the boudoir cap may be had for the asking if he remembered to mail that letter. In making out your budget it is well to bear in mind that you should not spend on your clothes more than half as much again as your husband earns. Otherwise he may grow restive. Svstainingly @ la carton is this ner gow ath corrugated j j bev pleats. t imparts that rakfas ‘ c what a clever woman groaning board feeling. The breakfast:spats y seluedge from last year’s sesh is balanced with counter wardrobe — or the overshoe weights and may be raised or closet—a porch frock that may levered as a matter of course be hooked up like a hammock SENSIBLE SHOES THAT MAKE YOUR FEET SMART g-away bootie for the es pati a) q ‘ .s ride, contributed accurately Open hatch slippers—a well With the avoirdupois instep the man she turned down turned pair this pump gives a swell effect comicbooks.com