‘Beauty isn't all a matter of looking glamorous’: attitudes to glamour and beauty in 1950s women's magazines

Abstract

This article analyses representations of glamour in two British magazines during the 1950s: Home and Country and Woman's Outlook, the publications of the National Federation of Women's Institutes (NFWI) and the Women's Co-operative Guild (WCG) respectively. Both publications shared many traits with best-selling women's magazines of the period but they also had certain distinctive characteristics, such as a relative lack of advertising for beauty products, which make them particularly interesting subjects for a study of glamour. Through its exploration of the diverse and even contradictory attitudes towards glamour evidenced in these publications, the article contributes to continuing feminist debates about women and beauty as well as offering fresh insights into the NFWI and WCG. Its findings demonstrate heterogeneous understandings of femininity, thus challenge the stereotypes of 1950s womanhood that continue to abound, and add another case study to the growing body of revisionist literature on women in the post-1945 period.