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The Corset and the Mirror: Fashion and Domesticity in Swedish Advertisements and Fashion Magazines, 1870-1914
Södertörn University, School of Historical and Contemporary Studies, History of Ideas.ORCID iD: 0000-0003-2453-7040
2019 (English)In: History of Retailing and Consumption, ISSN 2373-518X, E-ISSN 2373-5171, Vol. 5, no 2, p. 169-193Article in journal (Refereed) Published
Abstract [en]

The article discusses two elusive components in the construction of bourgeois and middle class femininity in Sweden, 1870–1914: the corset and the mirror. Two popular genres of images are contrasted: images of corsets in Swedish fashion advertisements, and images of corsets and undergarments in Swedish fashion magazines. While fashion advertisements in general copied fashion magazine images, they chose a different path in regard of the corset and the mirror. The two objects, albeit important parts of the period’s fashion, are made invisible in fashion magazines while clearly visualized in the advertisements. The purpose of Swedish fashion magazines was not only to present the latest fashion, but also to construct a conception of timeless womanhood well integrated into the predominant ideology of domesticity. Vanity, gossip, and erotic desires were staple goods of traditional misogyny and were hardly possible to express in fashion magazines. Advertising on the other hand communicated with the female consumer as an individual and presented her as a vain, sexual and emotional creature – without condemning her at the same time. Fashion advertisements emancipated, clearly not woman, but fashion itself, from the morals of domesticity.

Place, publisher, year, edition, pages
London: Routledge, 2019. Vol. 5, no 2, p. 169-193
Keywords [en]
Corset, fashion advertisement, fashion magazine images, ideology of domesticity, Sweden
National Category
History of Ideas
Research subject
Historical Studies
Identifiers
URN: urn:nbn:se:sh:diva-38798DOI: 10.1080/2373518X.2019.1642566OAI: oai:DiVA.org:sh-38798DiVA, id: diva2:1346408
Available from: 2019-08-27 Created: 2019-08-27 Last updated: 2019-08-28Bibliographically approved

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Runefelt, Leif

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf