‘Vetrine della Moda’: Forms and models of femininity on the pages of fascist movie magazines

Italian fascism of the 1930s dominated more than just politics, particularly as it spilled over into styles of clothing. This article demonstrates that, despite the manipulative ideology of fascism, women found other ways to affirm their femininity. American fashion and costumes conveyed through the movie magazines of the same period became evidence of new cultural models that stood out in opposition to the Duce and his familiar and domestic ideals. Magazines such as Stelle and Cinema Illustrazione , which were considered ‘cultural intermediaries’, proposed an image of a new woman built through exotic and sensual clothing and looks. Many columns were dedicated to building a direct relationship between the audience and the entertainment industry. As the industry sprung up with more advertisements and fashion articles, it promoted new clothing styles, make-up use and acting. This cultural orientation represented a historical contradiction, which this article will consider.