The Cult of Youth: Anti-ageing in Modern Britain. By James Stark

Abstract

James Stark’s book is a welcome addition to both the history of the interwar period and also the history of rejuvenation and anti-ageing in Britain, a subfield which is somewhat lacking compared to those concerned with the USA or Germany. The question at the heart of The Cult of Youth is simple: ‘How and why did different rejuvenation strategies come to prominence in interwar Britain in the way they did, and what was their impact on public and professional understandings of youth and ageing?’ (p. 13). A study of anti-ageing reveals not only contemporary views of science and societal beauty norms but also sexuality, economics, advertising, manufacturing, and more. The desire to remain young was not the one based solely in vanity but also vitality. According to Stark, enhancing youthfulness took on increased importance for both the individual and the state during the interwar era: ‘Although the goal for some in seeking rejuvenation was a prolongation of life, arguably a more pressing imperative was to preserve youthfulness for as long as possible, overcoming senescence and enabling citizens to lead active, productive lives into older age’ (p. 5).