Chicago Broad Ax, July 6, 1907

This ad from 1907 reveals the complete image of a woman that white and black women sought.  Suggesting both money and time (for dressing and undressing, for shopping, and for not working), it was an image that most African American (and white) women could not achieve but that their newspapers brought into their middle- and upper-class homes on a weekly basis.

Using news stories, ads, and pictures, black (and white) newspapers told women and girls what they needed to look like to meet current standards of fashion.  In some cases, the papers included items which clarified how to wear the current styles and what styles were (such as the earlier bloomers) still problematic. 

With the impact of new technology, of designers in Europe (including Paul Poiret and Coco Chanel), of the Great War, and of the woman suffrage movement, fashions changed     dramatically.

And African American newspapers kept their largely middle- and upper-class readers informed of the changes.  Most notable was the disappearance of the confining and unhealthy corset, the reduction of layers and of yardage, the rise of hemlines, and the dropping of waists.

dress ad of 1927

Along with changing hair styles (from Gibson Girl to the bob) and the appearance of make-up, fashion changes were made clear to African American readers, even if most male and female readers were limited in job opportunities and income.