Late 19th and 20th centuries as period of rapid modernization for the clothing trades. Rise in literate population and rise in fashion texts. Growing interest in symbolism and psychological potential as a communicator of oral / aesthetic values during war years. Clothing and furniture given human characteristics so as to fit into your lifestyle. Development of fashion magazine plays important role in this turn towards understanding economic, emotional and social life as mobilization of style. Mass market for low class offered affordable glamour but lacked artistic detail from other magazines. Can chart counter cultural attitudes about body adornment leading to. Emphasis on potential of lifestyle and art to promote magazine. Vogue usa in 1892 as elite society journal then high fashion in 1909. Reader might negotiate more complex relationship with clothing identity, image and desire. Fashion magazine as a kinetic, continuous sequence of textual and pictorial information. More complex networks established between the magazine, its creative staff, its advertisers.