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

The Fascism of 1930s Italy dominated more than just politics; it spilled over into modes of dressing (Paulicelli, 2004). With this contribute I can try to demonstrate that despite the manipulative ideology of fascism, women found other ways to affirm their femininity. The American fashion and costumes conveyed through the movie magazines of the 1930s are evidence of new cultural models that stand out in opposition to the Duce and his family and domestic ideals (Gundle, 2002). Magazines such as "Cinemio", "Stelle", "Cinema Illustratione", considered as “cultural intermediaries” (Bordieu, 1979), proposed an image of the new woman built through exotic and sensual clothes and looks. Alongside Hollywood news articles, film reviews, columns dedicated to building a direct relationship between the audience and the entertainment industry, more and more advertisements and fashion columns have accumulated, promoting new ways of dressing, putting on make-up and acting. Myths and habits have therefore been passed through the glittering universe of Hollywood, to the dreamy everyday life of Italian spectators-consumers. This cultural orientation represented a historical contradiction on which I want to reflect on, demonstrating the active role of movie magazines for the transformation of taste and for changes in the habits of Italian women.