One of the best ways to learn about history, and style's place within it, is through vintage magazines. I only have a couple in my collection so far, so when I found the following magazine in the same Etsy shop where I found self-fabric belt buckles for my Sew for Victory dress, I thought, "Well, isn't that convenient?"
It's the July 1944 issue of Cosmopolitan! Now, if you pick up a pre-1950s copy of Cosmo looking for the sex columns and limited concept of beauty in today's issues, you'll probably be disappointed--Cosmopolitan, or Heart's International Combined with Cosmopolitan, as it was called from the mid-20s to the 50s, was originally a literary magazine. Publishing short stories, novel excerpts, serials, and nonfiction, Cosmopolitan's roots explain its sophisticated title. Starting in the 1950s, the magazine published less fiction, and gradually became the sex-oriented Cosmo we know and have mixed feelings about today.
One of the biggest factors that attracted me to this particular issue is its cover, which features a U.S. War Savings Bond.
The Series E bonds, essentially small loans to the government that accrued interest, helped finance the war, and in this wartime issue, they're plugged on nearly every single page. Even advertisements include small text supporting the sale of bonds--an ad for Roma Wine says, "BUT-- BEFORE YOU BUY WINES, BUY WAR BONDS AND STAMPS."
|"BUY WAR BONDS! SPEED THE DAY!"|
|"DON'T WASTE SOAP! Soap uses vital materials needed to win the war!"|
1944 style... she stays
sweeter with NEET"
|"DON'T WASTE SOAP: It's patriotic to help save soap. Use only what you need. Don't let your cake of Lux Toilet Soap stand in water. After using, place it in a dry soap dish. Moisten last sliver and press against new cake."|
And because you can't have a World War II mag without some pinups:
I wonder what story today's magazine ads will tell in 70 years?
Thanks to Etsy seller The Cherry Chic!