Document 28.3: The Prettiest Fashion, 1915
This French poster took very different approach to feminizing military service. Instead of modifying the nurses’ uniforms to bring them closer to contemporary female fashions, the uniforms are simply declared fashionable by virtue of the popularity of the cause to which they are connected. The suggestion that one becomes fashionable by wearing a nurse’s uniform is reinforced by the nurses themselves, all of whom are young and attractive, and all of whom wear makeup.
(“The prettiest fashion . . . because kind hearted nurses of all countries have adopted it,” illustration from “La Baionnette,” 21st October 1915 (color litho), Leo Fontan [1884–
Questions to Consider
- What assumptions did the artist make about women’s values and priorities?
- What importance should we attach to the artist’s decision to include women from around the world?