La moda napoletana in rivista (1830-1930)

Abstract

In Naples and the Kingdom of the Two Sicilies from the early nineteenth century, numerous magazines for the female public were printed, although the subject is still unexplored. The analysis attempts to highlight the model of women that the columns and images try to convey, letting the inevitable process of bourgeoisness emerge. The observation of the advertisements published also contributed to the knowledge of the local manufacturing, and to deepen its relations with the rest of Italy and the Europe of Belle Époque.
In Naples, from a shy debut in the French age, the magazines addressed to the female public increased, spreading a new culture and highlighting some local specificities. The interest to the promotion of manufacturing traditions, a theme promoted by National Fairs, encouraged advertising. From the second half of the century, small advertisments, still far from modern ones, indicate the location where it was possible to buy products, even by mail.
At the beginning of the 20th century, the magazine Regina was the first periodical to update readers on style and, through modern advertising, suggested the purchase of clothes and accessories for quality clothing. In addition to fashion articles, sketches are frequently designed by often well-known artists.