Abstract
Amidst the wide array of women's magazines published in Italy in the 1930s, Lei. Rivista di vita femminile presents a compelling case study of the make-believe effect achieved through fashion and the allure of the silver screen. Published by Angelo Rizzoli between 1933 and 1938, Lei stands out for a cosmopolitan, American-looking lifestyle that champions an Italian ‘new woman’, aware of her own new image and enmeshed in a fantastic world of romantic novels and movie stars. This essay studies the paradoxes and complexities of an Italian illustrated periodical promoting the image of a fashionable woman in the midst of growing imperialism and autarchy, and publishing the work of Leica photographers, Lucio Ridenti and Paul Wolff in particular. Lei reflects the fundamental ambivalence of this time, promoting Italian fashion through Hollywood as a way to counteract the French fashion industry, and inviting women to role-play through the allure of their image.
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