Fashion articles and advertisements in the early 20th century

Jo M. Martin, Jessica M. Ghaferi, Deborah L. Cummins, Adam J. Mamelak, Chrys D. Schmults, Mona Parikh, Lark Aeryn Speyer, Alice Chuang, Hazel V. Richardson, David Stein, Nanette J. Liégeois

Research output: Contribution to journalReview articlepeer-review


Historical reviews suggest that tanning first became fashionable in the 1920s or 1930s. To quantitatively and qualitatively examine changes in tanning attitudes portrayed in the popular women's press during the early 20th century, we reviewed summer issues of Vogue and Harper's Bazaar for the years 1920, 1927, 1928, and 1929. We examined these issues for articles and advertisements promoting skin tanning or skin bleaching and protection. We found that articles and advertisements promoting the fashionable aspects of tanned skin were more numerous in 1928 and 1929 than in 1927 and 1920, whereas those promoting pale skin (by bleaching or protection) were less numerous. These fi ndings demonstrate a clear shift in attitudes toward tanned skin during this period.

Original languageEnglish (US)
Pages (from-to)2140-2146
Number of pages7
JournalAmerican journal of public health
Issue number12
StatePublished - Dec 1 2009

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health


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