‘A Journal of the Period’: Modernism and Conservative Modernity in Eve: The Lady’s Pictorial (1919–29)
This chapter examines and puts into context the ‘modernist turn’ of Eve: The Lady’s Pictorial, a popular fashion magazine marketed to middle-class female readers in the interwar period (1919-1929). While many of its society columns and features unquestionably endorsed traditional, patriarchal values, the fact that editors also reviewed and commissioned work by modernist women writers such as Elizabeth Bowen, Radclyffe Hall, Storm Jameson, Rosamond Lehmann, Jean Rhys, Sylvia Townsend Warner and Virginia Woolf, shows that the magazine was fashioned as a dialogic space that aimed to address the various, at times contradictory, experiences and interests of women in the interwar period. By analysing the particulars of this productive dialogue between conservatism and progressiveness in Eve, the chapter advances research on interwar periodical culture, suggesting that some existing critical designations such as ‘little,’ ‘smart,’ or ‘service’ inadequately describe the heterogeneity of the printed materials found in this particular 1920s magazine.