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Japan: Advertisement for liquid pomade from Matsuura Cosmerics, Bitaol, 1937
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Japan: Advertisement for liquid pomade from Matsuura Cosmerics, Bitaol, 1937
This 1937 adveritisement represents a moga or modern girl as envisaged in Japan in the 1930s. Taken from the Weekly Asahi (Rising Sun), the beauty seen here can not be other than a platinum blonde as in the Hollywood movies, representing a contemporaneous enthusiasm for the West and its standards. Moga [ÒâóÒé¼] is a Japanese term for modern girl from the 1920s (mobo [ÒâóÒâ£] is the male term for modern boy) appeared in the Taisho period [Õñº£??£ Taishou jidai ; July 1912 to December 1926]. This Japanese model followed the Western fashion and lifestyle to the early 1930s, from the garconne in France or the flapper in US, like the kallege ladki in India, the neue Fraue in Germany, or the modeng xiaojie in China. The first women??s magazine, Josei [ÕÑ│µÇº - Woman], edited from 1922 to 1928 years, became compelling readingfor young Japanese women fond of new ideas and Western modernism
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EDITORS COMMENTS
This print from 1937 showcases an advertisement for liquid pomade from Matsuura Cosmerics, a prominent Japanese brand at the time. The image represents the epitome of a moga or modern girl as envisioned in Japan during the 1930s. Published in the Weekly Asahi (Rising Sun), this beauty undoubtedly embodies the allure of Hollywood with her platinum blonde hair, reflecting Japan's fascination with Western standards and trends. During the Taisho period (July 1912 to December 1926), moga emerged as a term to describe young Japanese women who embraced Western fashion and lifestyle. Similar to their counterparts around the world, such as France's garconne or America's flapper, these modern girls sought inspiration from new ideas and Western modernism. The influence of Western culture on Japanese society was further amplified by publications like Josei, which became an influential women's magazine between 1922 and 1928. Young Japanese women eagerly devoured its pages filled with articles that celebrated new concepts and embraced Western ideals. This print not only captures a moment in history but also serves as a testament to Japan's evolving relationship with global trends during this era. It symbolizes how cultural exchange can shape perceptions of beauty and style across continents.
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