Under Construction Journal Issue 6.1 UNDER CONSTRUCTION JOURNAL 6.1 | Page 24

Flappers’ attempts to rewrite acts seen as deviant were transformed into advertisements and their
autonomy lost as they were transformed into commodities, political acts ready to be consumed. The
Guerlain advert also shows how the flapper’s innovation opened up a new source of capitalistic industrial
commodification, an indiscreet cosmetic industry that still continues to boom today.
Figure 1
The Revolutionised Silhouette
What is most notable about the flapper is the way that she dressed and revolutionised the ideal silhouette
of a woman’s body. As shown by Vogue’s 1925 and 1928 issues (Figures 1 and 2), the silhouette is straight
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