References to Italian fashion styles, fabrics, and consumption practices rarely entered into discussions

Italian
American newspapers presented women with a fashion world full of colors,
fabrics, makeup, and accessories; pieces such as “The Choice of Cosmetics”
discussed in detail the abundance of options available to women as they
reimagined themselves and conveyed their persona.30 An article on clothing
for visits to the country told readers about the “cotton material in millions
of looks, millions of colors, solid or patterned.”31 Similarly, in 1939, “Che
C’è di Nuovo” (What’s New), a regular column on “Per Voi, Signore” pages,
provided women the most recent trends in colors, patterns, handbags, and
jewelry.32 Similar to mainstream American women’s magazines during the
early twentieth century, Il Progresso revealed the fashion world’s orientation
toward France as a paragon of stylish sophistication.33 French words
for clothing items, fabrics, and styles proliferated in the press. Almost every
“Per Voi, Signore” page contained articles about and illustrations of tailleurs,
paletots, and godets.34 References to Italian fashion styles, fabrics,
and consumption practices rarely entered into discussions about Italian
American women’s quest for self-presentation through fashionable dress.35
Clothing was most often discussed in relation to cultural institutions and
modes of consumption characteristic of early twentieth-century American
society. Articles on styles worn by Hollywood stars, and on clothing for
sporting events, for automobile rides, and on college campuses abounded in
“Per Voi, Signore” pages, mirroring women’s magazines directed at middle-class, white audiences. A 1939 article, “College Girls,” described coeds’
adoption of popular fabrics such as lamb’s wool and antelope, and the simple
sporty styles worn by young students who cultivated their minds and bodies
through course work and athletic pursuits.  wuja-0124.

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