Life, 1925-04-16 · page 36 of 36
Life — April 16, 1925 — page 36: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. It's a Holeproof Hosiery advertisement from Life magazine. The illustration at top shows three fashionable women in 1920s dress (cloche hats, short skirts) examining hosiery—a visual reinforcement that "smart women" wear this brand. The accompanying text argues that women's stockings have become more visible and important due to shorter hemlines ("Skirts, frocks, gowns—all are short"), making quality hosiery essential to a woman's appearance. The ad emphasizes Holeproof's superior construction, fine silk materials, flawless knitting, and availability in fashionable colors—while reassuring buyers that despite these qualities, the price remains reasonable. This reflects early 1920s fashion anxieties: the cultural shift to shorter skirts made legwear a focal point, and advertisements capitalized on women's concerns about appearing "smartly dressed" and fashionable.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
© HH. Co. Wherever smart women gather you see this charming hosiery S NEVER BEFORE, Madame, Mademoi- selle, your hosiery must be perfect in appearance for today’s mode! First of all, hosiery is and will continue to be more than ever conspicuous. Skirts, frocks, gowns —all are short. So you see why the richness, the lovely sheerness and perfection of Holeproof Ho- siery become really a necessity, today. It is not enough that your hosiery be passably fair. It must be faultless. The most smartly dressed women—wher- ever you go — are wearing exquisite Hole- proof stockings. In exclusive shops—at the theatre—the places where people of fashion gather—as well as upon the boulevards. For Holeproof Hosiery meets every re- quirement of style and personal taste. There are full-fashioned and semi-fash- ioned styles—in shcerest chiffons or the heavier silks. All the newest, most correct colors are yours to select from—so that you may have, as you wish, stunning contrast with any costume, or the matching effect that is equally chic. The most skilful work in dyes gives extraordinary richness and brilliance to Holeproof shades and tints. But perhaps most notable of all its supe- tiorities is the flawless perfection of Hole- proof knitting. Never a flaw in the fine “odays mode demands this rich hosiery SHEER, LUSTROUS, OF FLAWLESS TEXTURE AND EXQUISITE APPEAR- IT IS YET MODERATE IN NEW MONTHLY FASHION BULLETIN—IN ADVANCE OF THE MODE—SENT FREE, ON REQUEST. Holeproof Hosiery Holeproof Hosiery Company, Milwaukee Holeproof Hosiery Company of Canada, Led. London, Ontario fabric is permitted to leave our factories. There are no uneven places. Each pair istn- spected by keen-eyed experts —far more carefully than you could do it yourself. Exquisite sheerness and rich lustre come from using only finest quality silks, specially handled in every process of manufacture, to keep their beauty. Smooth snugness—from ankles to hem— is assured by careful knitting to shape and size. This is very important, as you know, for no beauty of fabric could overcome un- tidiness in the fit of your stockings. Yet, despite its matchless beauty, Hole- proof Hosiery is modest in price. No n for extravagance in wearing hosiery that is everything you could wish. What is more, Holeproof possesses the gratifying ability to be worn much, laundered much, and still retain its dainty, fresh-looking newness. There are ever so many styles offered tight now for your selection —in all the eccepted colors. At almost all good stores (Holeproof is sold only in retail stores). If your dealer does not carry it, write direct to us for illustrated price-list. Send for Holeproof's unusual new fashion service. Published monthly —direct from Paris, London and New York notes. Accurate infor- mation in advance of the mode. Particularly interesting on the ultra-smart new details of dress. May bulletin sent free, on request. comicbooks.com