Health, Beauty, and Fashion in 'The Lady'
The Lady is the longest running weekly women’s magazine in Britain and is based in London. It was first published in 1885 and is still in publication to date (2018) under the current editor Rachel Johnson. The Hypatia Collection has editions from the 1970s-1990s before the 2009 ‘revamp’ of the magazine for a larger consumer following.
The target audience for The Lady has changed over the time period marked by the collection. Originally it was aimed at younger women, during the 1990s it targeted a more elderly readership. The content provides the possibility to track changes in concerns and trends in health, fashion, and beauty, as well as any changing approaches in presentation for these areas.
The magazine includes adverts, articles, and diagrams which promote a particular lifestyle to their consumers – for example, what they should wear, eat, and use in their day-to-day lives. The Lady contains articles on how to combat ageing skin, current fashion trends, and how to lose weight. The general layout and key topics change little over the decades, particularly of the 30-year period in the collection. The main focus is often beauty and is concentrated on by sketches and photographs.
Similarly, to a majority of current and defunct ladies’ magazines, a main focus of The Lady is fashion. Most of the magazines have at least one article on fashion of several pages and multiple images alongside each item. Whilst some features remain the same throughout the collection, such as Christian Dior being referenced consistently through the time period, presentation and focus shifts. In the 1980s and 90s there is a focus on affordable clothing, including tips for buying cheap evening gowns that may be “grubby from being on the rails” with prices and store locations displayed by items listed. The 1970s have more ‘designer’ articles, for example discussing textiles, where theory is more prevalent than the ability for the public to purchase the clothing; as seen in the 1970s editions where no price is mentioned and famous models are used instead of general adverts or sketches. These articles are a useful way to gauge the styles of the time, such as the change from long dresses in the 70s, knee-length skirts in the 80s and the less conservative lingerie in the 90s.
Hypatia's collection provides a useful indication as to what society viewed as appropriate and stylish in women’s fashion. The magazines display what a ‘beautiful’ woman was meant to look like at the time as demonstrated in adverts and articles; constantly suggesting that she must be slim, young, and well dressed. Appearance is presented as a main concern for women (at the time) and that it was important for them to stay updated with current trends, including fashion.
Looking for more sources?
The Hypatia Collection contains a wide range of women’s magazines which include information about health, fashion, and beauty. The Family Friend from the 19th century, for example, included diet and beauty tips, as well as advice on embroidery and lacemaking. It also includes popular magazines like Good Housekeeping on similar topics.
Written By Sophie Clark