Our Fashion Magazine, cover, 1949.
Woman in Struggle / Woman in Fashion: Clothing Practices in the Post-War Period of Socialist Yugoslavia on the Example of the Magazines "Woman in Struggle' and "Our Fashion"
Ivana Čuljak and Lea Vene
Abstract: AFŽ (Anti-Fascist Women's Front) as the main platform of women's emancipation, in the period of the National Liberation War and in the post-war period of socialist Yugoslavia, promotes and propagates the concept of "New Women" (emancipated, politically and socially active worker) through direct propaganda in the magazine Žena u borbi (Women in Struggle). At the same time, the same Anti-Fascist Women's Front (AFŽ, Croatia), immediately after the liberation, began to publish a very popular magazine with fashion content called Naša moda (Our Fashion). This paper presents both magazines through the analysis and comparison of different clothing and fashion content, which reveal the relationship to fashion and clothing as part of everyday clothing practices and the development of clothing culture. This case study relates to the period of early Yugoslav socialism from 1945 to 1953. Intense post-war modernization influenced the culture of dress and the aestheticization of life. However, the gradual development of industrial production was not at the same time in balance with the new reality and the desire for prosperity and consumption.
Keywords: woman, clothing, fashion, AFŽ, magazine "Woman in Struggle", magazine "Our Fashion", Yugoslav socialism
The text was published in the journal Ethnoanthropological Problems, 2016, no. 11 (1)