This series features the work and research of University of Iowa students at the Libraries. The following is written by Jenna Zukauskas, an undergraduate student worker at Special Collections and Archives.
Before there was the “get ready with me” or “do it yourself” trends, fashion and style had to find other ways to make their way into society. But fear not, women had their ways of adapting. Instead of TikTok or Instagram, women read periodicals. An easy and comprehensive view of the best gossip, fashion advice, romance stories, and do-it-yourself crafts were offered in the time’s most popular magazines. A quick tour through UI Special Collections and Archives will reveal all the fashionable do’s and don’ts of Georgian style icons.
Perhaps the most notable of such periodicals was the British publication known as the Lady’s Magazine, which ran from 1770 to 1832. While publication under its original name ceased in 1832, the periodical merged with other successful women’s magazines to continue circulation throughout British society. As a pillar of middle-class female literature, this magazine, including its successor publication, was of high interest to any woman seeking entertainment and knowledge that was not available elsewhere.
While fashion prints were not a consistent feature of the Lady’s Magazine until 1800, style was still considered one of its selling points. The magazine focused on reproduction and replication when it came to sharing fashion advice. Many styles were copied and recycled from elite fashion periodicals. The Lady’s Magazine succeeded in bringing high society to everyday women who shared the feminine sentiment of wishing to dress like European elites.
Alongside the all-important fashion prints, the Lady’s Magazine included embroidery patterns. It was the first periodical to boast consistent publication of such embellishment guides. These fold out papers were meant to be removed from their bindings in order for them to be used by readers. The embroidery included both male and female focused patterns and outlined specific suggestions on what it should be used for. By providing this, the magazine offered a do-it-yourself opportunity to elevate one’s look in a cost-efficient and personalized manner. Likely, the purpose of these embroidery patterns was to furnish middle class women with the tools to assimilate to upper class standards, just as the fashion plates aimed to do.

It is impossible to discuss the Lady’s Magazine without recognizing similar prints that were in publication at the same time. Rival periodicals, such as the Lady’s Monthly Museum, and La Belle Assemble all worked to publish similar content to capture the interest of their female audiences. To compete with these magazines, the Lady’s Magazine had to adapt. Beginning in 1820, the magazine began to alter its series, ultimately ending with a competitor merge in 1832. The three series mentioned above became one as they vied for survival in the cutthroat field of entertainment literature.
Even with changes to their content, the Lady’s Magazine remained a shining beacon of style for its female audiences in the late 18th to the early 19th century. Not only did these magazines provide women with colorful depictions of fashion, but they also worked to inspire the individual female. The embroidery patterns, plates, and sheets that were featured in the Lady’s Magazine, as well as other women’s periodicals, offered a connection to society, while still allowing creative freedom. Through homemade articles of clothing, embellished with designs offered through such magazines, women were able to assimilate to the expected styles of the time and fit into social gathering. Fashion and practicality were presented as a vessel in which women were able to involve themselves in social interactions occurring within their own societies.
Learn more about how to view these periodicals and more on the Special Collections and Archives website.

Works Cited and Further Reading:
Batchelor, Jennie, and Manushag N Powell. Women’s Periodicals and Print Culture in Britain, 1690-1820s : The Long Eighteenth Century / Edited by Jennie Batchelor, and Manushag N. Powell. Edinburgh: Edinburgh University Press, 2018.
Jennie Batchelor. “Rivals: The Changing Face of the Women’s Magazine.” In The Lady’s Magazine (1770–1832) and the Making of Literary History, 162. Edinburgh University Press, 2022. https://doi.org/10.1515/9781474487665-008.
Miller, Peter John. “Eighteenth-Century Periodicals for Women.” History of Education Quarterly 11, no. 3 (1971): 279–86. https://doi.org/10.2307/367294.
Lady’s Magazine. University of Iowa Libraries Special Collections and Archives. X-Collection. AP 4 .L226 v.17 1786, Cop. 1
Lady’s Magazine. University of Iowa Libraries Special Collections and Archives. X-Collection. AP 4 .L226 v.49 1818, Cop. 1
Lady’s Monthly Magazine. University of Iowa Libraries Special Collections and Archives. X-Collection. AP4 .L227 V.3, Cop. 1












































