Summery Soda Fountain Fashions and ‘The Housewife’, 1910.

Some of the abundant charms of the Belle Epoque involved perusing the consistently novel and enchanting cover artistry of a plethora of periodicals.  For the June, 1910 issue of The Housewife, one of the chief joys of summertime is given a lively interpretation. Unknown artist reminds the reader of the world outside of that lovely household, far beyond the chores of the kitchen or the parlor, as remote from the daily drudgery as possible. This housewife has given herself a treat, she’s dressed herself in natty and gorgeous finery, picked up her cunning canine companion and decided to display herself graciously and gorgeously at the local soda fountain.

The lure of the confectioners or druggists with a soda fountain was especially prevalent during the sweltering summertime months; image of modern maidens quaffing a satisfyingly thirst-quenching icy cold, carbonated concoction, proved irresistible. This particular cover-girl housewife enjoying her coca-cola, is decked out in some incredible fashionable fripperies. To beat the sun and rival it’s rays she’s chosen a natty novelty frock in surprising burnt orange shadings, and an enormous wide-brimmed matching chapeau, both trimmed in black and paired with the latest slightly daring low cut, Dutch-necked blouse. The flawlessly chic frock is cut in an almost jumper fashion of elegant simplicity, it dips down low to the waist, and is filled in with the beribboned beauty of the sparkling white blouse. To compliment and contrast with the frock itself, the blouse featured short sleeves, trimmed in black satin ribbon. This is one darling demoiselle who has bedecked herself in her best bib and tucker to glide into town and enjoy a brief respite from her daily chores.

I find it amusing that the cover art for a periodical named, The Housewife, removes her from her traditional sphere, affording the reader the fantasy of an elegant outing, complete with her pedigreed puppy. She is not in the midst of beating a carper, or dusting the parlor, or attending to the needs of her kiddies. Likely she has clambered into her exquisite little electric automobile and taken herself into the center of town.

There is nothing careworn about her, she’s youthful and rife with the attendant joys of the socialization available at the local soda-fountain.