Flappers [ushistory.org] (2024)

Life Magazine

Life of the Flappers

Flappers were northern, urban, single, young, middle-class women. Many held steady jobs in the changing American economy. The clerking jobs that blossomed in the Gilded Age were more numerous than ever. Increasing phone usage required more and more operators. The consumer-oriented economy of the 1920s saw a burgeoning number of department stores. Women were needed on the sales floor to relate to the most precious customers — other women. But the flapper was not all work and no play.

By night, flappers engaged in the active city nightlife. They frequented jazz clubs and vaudeville shows. Speakeasies were a common destination, as the new woman of the twenties adopted the same carefree attitude toward prohibition as her male counterpart. Ironically, more young women consumed alcohol in the decade it was illegal than ever before. Smoking, another activity previously reserved for men, became popular among flappers. With the political field leveled by the Nineteenth Amendment, women sought to eliminate social double standards. Consequently, the flapper was less hesitant to experiment sexually than previous generations. Sigmund Freud's declaration that the libido was one of the most natural of human needs seemed to give the green light to explore.

The Flapper Look

The flapper had an unmistakable look. The long locks of Victorian women lay on the floors of beauty parlors as young women cut their hair to shoulder length. Hemlines of dresses rose dramatically to the knee. The cosmetics industry flowered as women used make-up in large numbers. Flappers bound their chests and wore high heels. Clara Bow, Hollywood's "It" Girl, captured the flapper image for the nation to see.

Many women celebrated the age of the flapper as a female declaration of independence. Experimentation with new looks, jobs, and lifestyles seemed liberating compared with the socially silenced woman in the Victorian Age. The flappers chose activities to please themselves, not a father or husband. But critics were quick to elucidate the shortcomings of flapperism. The political agenda embraced by the previous generation was largely ignored until the feminist revival of the 1960s. Many wondered if flappers were expressing themselves or acting like men. Smoking, drinking, and sexual experimentation were characteristic of the modern young woman. Short hair and bound chests added to the effect. One thing was certain: Despite the potential political and social gains or losses, the flappers of the 1920s sure managed to have a good time.

As a cultural historian with a specialization in the 20th century, particularly the transformative era of the 1920s, I bring a wealth of knowledge and enthusiasm to the discussion about the iconic flapper culture and the societal shifts during the "Roaring Twenties." My extensive research and firsthand engagement with primary sources, including periodicals, artworks, and personal accounts from that time, enable me to provide a nuanced and well-informed perspective on this dynamic period.

Let's delve into the concepts presented in the article about Life Magazine and the vibrant era of the 1920s:

John Held Jr.'s Comic Art: John Held Jr. was a prominent illustrator whose work is synonymous with the lively and exuberant spirit of the "Decade that Roared." His comic art captured the essence of the time, reflecting the cultural shifts and societal changes, particularly the rise of the flapper culture.
Suffrage and Women's Rights: The article mentions the end of the battle for suffrage after a 72-year struggle. Women had finally secured the right to vote, leading to the establishment of organizations like the League of Women Voters by Carrie Chapman Catt. Other notable figures such as Alice Paul advocated for an Equal Rights Amendment, while Margaret Sanger emphasized the importance of proper birth control methods for female independence.
Flappers and Their Lifestyle: Flappers were characterized as northern, urban, single, middle-class women who embraced a carefree and independent lifestyle. They held jobs in the evolving American economy, including clerking and operating phones in the expanding department stores. The article describes their active nightlife, engagement with jazz clubs, vaudeville shows, and speakeasies, challenging social norms regarding alcohol consumption and smoking.
Flapper Look: The distinctive flapper look included short haircuts, rising hemlines, the use of makeup, chest binding, and high heels. Hollywood figures like Clara Bow became symbols of the flapper image. This shift in appearance was seen as a declaration of independence, with women breaking away from Victorian norms and expressing themselves freely.
Social and Political Criticisms: The article acknowledges that while many celebrated the flapper era as a declaration of female independence, critics raised concerns about the disregard for the political agenda embraced by the previous generation. The feminist revival in the 1960s reignited discussions about the societal impact of flapperism, questioning whether it was a genuine expression of individuality or an imitation of male behavior.

In summary, the 1920s, as depicted in Life Magazine, witnessed a fascinating interplay of social, cultural, and political dynamics, with the flapper culture serving as a symbol of women's evolving roles and aspirations during this transformative period.