Life, 1923-09-20 · page 32 of 36
Life — September 20, 1923 — page 32: what you’re looking at
What you’re looking at
This page is primarily **advertising** for Vogue magazine, not political satire. The main article, "Are YOUR Clothes Individual?," is a pitch targeting affluent women in the 1920s. **The Social Context:** The advertisement mocks a specific anxiety: wealthy women's fear of looking identical to their peers despite wearing expensive clothes. It promises that Vogue magazine (which cost $2 for 10 issues) will help them achieve subtle distinction and "good taste" through fashion advice—positioning Vogue as arbiter of what "the women who count" wear. **The Satire's Point:** There's gentle irony in the premise: Vogue claims to help women be "individual" by following its prescribed trends, while simultaneously admitting it "purposely excludes all style-trends that are destined to be too popular." In other words, Vogue sells conformity to exclusivity—making ordinary wealthy women feel special by teaching them what fashionable people supposedly already know. The accompanying fashion illustration shows a woman in elegant attire exemplifying the "individual" look Vogue prescribes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HA CN LIFE - 0 Are YOUR Clothes Individual? Are you one of those nice blue-serge women who wear just what the other nine bought at the same time? Or is there a subtle distinction, a beau- tiful correctness, an imaginative qual- ity about your clothes that makes the other nine watch you when you aren’t looking—and wish they hadn’t! You don’t need to spend any more money, or any more time, in order to make your clothes individual. But you do need a special kind of advice. Advice planned to meet your particular case. Vogue’s advice. Two of the most persistent notes in the winter collec tions are bows placed directly in the front of after. noon and evening gowns, and jlounces flaring at the bot tom of wrap-around skirts, Both of these. features dis tinguish a velvet frock with a cape back ©Vozue Vogue not only knows, months in advance, just what will be worn. Vogue purposely ex- cludes all style-trends that are destined to be too popular, choosing instead just those things that are so new, so chic, and in such good taste that they will be taken up by the women who count—and by them alone. Vosgue’s Special Offer 10 Iseues $2 xEleven if you mail the coupon now % Autumn Forecast and Millinery (Extra complimentary cop; The newest hats from everywhere. Early Paris Openings October 1 For the woman interested in clothes for the more formal occasions. Paris Fashions October 15 The fall and winter modes devised by the wits and executed by the fingers of Paris. New York Winter Fashions November 1 Things that New York creates for its exclusive clientele. Vanity Number December 1 Pet extravagances of smart women. Christmas Gifts December 1 Several hundred gifts for every age and fancy, every taste and purse. September 15 Holiday Number December 15 Holiday furs and fashions and frivoli- ties; new gift suggestions. Motor and Shops January 1 Motor fashions for cars and their own- ers. Features of the motor shows. Fashions for North and South January 15 Gowns, hats, shoes and wraps worn in the South and copied for the North. Spring Fabrics and Original Vogue Designs February 1 Fabrics and working models for your ring and summer wardrcbe. ing Forecast February 15 ‘arliest authentic news of spring styles, fully illustrated by Paris models. Did you know that you could have Vogue’s advice all Fall and Winter— for less than the price of a bit of neckwear? Vogue’s New York modes. experience as a hostess. clothes problems, if you like. Vogue’s own exclusive designs. Vogue’s personal by-mail advice on your own Vogue’s Paris fashions. Vogue’s And in addition—those lovely bizarre covers; those sketches so different from anything else in the fashion world; those fascinating little * SPECIAL OFFER Open only to New Subscribers If sour order is received immediately, we iM rt your subscription with the ent Autumn Forecast or Millinery Number—thus Eleven Mumbers of Vi without "any Since the additional copy must Il supply on met the demand for this big special num- her we cannot. guarantee being able to send it un- less the coupon is mailed immediately. glimpses into the doings of So- ciety in Paris and New York; those authoritative reviews of the stage, the art galleries, the opera, the world of music. . . . Did you ever hear of two dollars going so far and having so good a time? Vogue will save you money on every one of these numbers— perhaps many times its subscrip- tion price. Not by making you do without things you like, but by eliminating buying mistakes. They’re your biggest extrava- gance—aren’t they? And they don’t bring you a second’s pleas- ure—do they? So—this vear, economize—and enjoy it. ee Lire’s Fresh Air Fund Lire’s Fresi Arr Fuxp has been operation for the past thi that time it has expended $221,8 ‘na fortnight in the 44,325 poor city child Contributions, Lire about three wee should be made payable to Lire’s | Air Funp, and sent to 598 Madison New York City. Previously acknowle M." Edward, Howard son, Brooklyn, ae hicago, Danforth, Sta Is from an ‘entert en by four little girls Condict, Karine Ellen Willard and diner of Winthrop, } : 6.00 John J. Pickman, Lowell, 10.00 Warde and Frederick Re Montclair, N. J 3.00 Hummel, y 00 k and Our Grateful Acknowledgments Lire acknowledges with thanks the receipt at the Farm of the follow- ing very generous donations: Two cases of sweaters and other knit goods from the American Knit- ting Company, Inc., Waltham, Mass. A treat of ice cream (54 quarts) for all the children from Mrs Herhert Spencer Grimes, Ridgefield, Packages of clothing, and toys from Mrs. N. Y.: Mrs. R. L. Huntzinger, H Michigan; Mrs. Churchill, Bridgeport, Conn. ; Daddow, St. Clair, Pa. bara Weld, La Jolla, Graham, Sidney, Ohio Just Ask Me How to Restore Cray Hair I have a message for every gray-haired person, and | here- with invite all to write me. I will send each one the complete information, for which there is not space here, together with bor Point, "s Hair Color Restorer isn't anew prepuration, still in the experimental stage. I perfected it many years ago to restore my own gray hair because I would not use crude dyes. My Restorer is a clear, colorless liquid as water. Nothing to wash off or rub of. Re- stored color perfect, no streaking or discolora- tion in any light. My patented Free Trial Outfit proves how easily, safely, surely sray- ing, faded or discolored hair can be restored to its original beautiful shade. 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