Last year I posted a couple of articles about women’s magazines from the 1930s. (If you missed them, you can find them here.)
Over the last two weeks I’ve been fortunate enough to acquire two more vintage magazines aimed directly at women. what impressed me about these was first of all, that this magazine – Woman’s Own – is still in circulation and massively popular today. The second thing I noticed is that there really isn’t a lot of difference between the WO of 1934 and those of 2021.
Have women’s concerns changed very much in 90+ years? I’m not sure they have. for many women, the home and family is still one of the most important things in life, and I’m not saying that in a patronising way, nor ignoring the fact that women today have many more opportunities to have a career, and that the concept of ‘the family’ is miles different – and rightly so – to that of the 1930s.
But at rock bottom, many women are interested in and still worry about how to care for, manage or improve their relationships, their attractiveness, their budget, and their partners and children.
My Woman’s Own mags are from Feb 1934 and this week’s copy – by chance I nabbed a ‘diet special’. Here are a few snippets that struck me as interesting:
Hubby Management: It’s the wife’s job to make her home as welcoming as possible to induce the man (and man ONLY!) to stay at home instead of going out gallivanting. tips are given on how to do this, though the mags expert – whoever that was, possibly (we don’t know!) a bloke – comments that some men will always stay out and shouldn’t get married in the first place. Too late if you’ve got one of those, girls!
We have the readers’ letters, essentially a problem page. My faves are ‘should cousins marry?’ (Surely they know the answer to that?) and the ‘worried wife’ letters. I feel for the worried wife. She knows exactly what the answer will be but doesn’t want to admit it. Poor woman. Did she sling him out? Or – as I feel is more likely – did she just suffer in silence?
There’s a load of fashion tips and ideas, mostly, I was interested to note, clothes you could make at home. This magazine is aimed at the upper working class and lower middle class, women who have a little money but not enough to buy off-the-peg items and certainly not bespoke. ‘Home economy’ was one of the watchwords of the day, and it included apparel.
I personally think this looks absolutely horrid, and a cross between a Christmas panto costume and something out of Red Riding Hood. This one below is slightly nicer, but again, still all your own work.
Although the models in the designs look about 35 to 40, in fact some of these are aimed for teenagers from 14 years of age. not much difference in those days between what mums and their daughters were wearing.
And of course, the eternal battle with the scales. I was interested to see things haven’t changed much here either, although some of our modern ingredients – chorizo and the whole gluten-free plan would have been completely alien to women of the 1930s.
Looks like this lady – a nurse, not a nun as I first thought – was following the crap-yourself-thin diet. 18lbs was a good result! Was she just a bit constipated after Christmas? All those mince pies…
Looking good appears to be a perennial issue for many women. We want to keep our looks as long as possible, after all, and keep ourselves in good condition. So I suppose it’s not surprising magazines for women contain so many hints, tips and advice. With the growth of city populations, the expansion of the suburbs, many women would have been cut off from their usual channels of information: mothers, grandmothers, aunties. Equally, magazines adopt a sisterly or motherly tone to offer the advice so desperately needed in those times. Today, magazines are more likely to have a friendly, conversational tone, inviting you to confide and share like a friend coming alongside to offer a sympathetic ear.
I’m in awe of the fact that this magazine has been around so long. It’s fascinating to read that the same ideas preoccupied women before my mother was born, as they do now. We may have Smartphones, the Internet, Netflix and Just Eat, but at the end of the day, we still want to look good, feel good, and keep our man where we can see him.