Month: May 2018

As many of you have guessed from the pop art image we’ve been using to share these posts, it’s pretty clear that midcentury housewives had a killer sense of style on top of everything else they did. These women, despite the constant attention being drawn to keep a home and raise the children, found time to put on the ritz. Apron included, these model maidens managed to make themselves look like the perfection they sought after. Whether it was taking that extra few minutes to make hairpin curls happen or ensure that her skirt fell just below her knees, attention to details made their era of class a memorable one.

Why did they go through all the extra trouble, though? Didn’t these women have some of the highest levels of social and familial pressures and obligations?

It makes it challenging to believe they had any time to themselves. But the one thing that gave some time to the tireless midcentury mama is that they weren’t obligated to be breadwinners. With an adjusted tax rate on the rich with far less withholding for the middle class, in conjunction with a higher valued dollar (USD) at the time, one parent working was enough to support the family. It helps also that internet, TV, and cell data fees weren’t in the budget back then. So with dad out at work, mom was left with the housework and shopping, but also with a fair share of her own time. It may not be much, but it was just enough for the midcentury housewife to treat herself to the little joys like sewing herself something that makes her feel beautiful, visiting the salon, or kicking back with her favorite tea and books. After all, the kids didn’t get back until 3:00pm.

There were several additional reasons that the spare time of a midcentury housewife was often spent beautifying herself. First was social norms: America had adopted a very collectivist means of propaganda to support the country in World War II. This meant that women were included in the passive aggressive tactic of modeling excellence in aesthetic and efficiency during a time where production was crucial to win the war efforts. From the 40s, the collectivist approach cadenced into a lingering sense of contribution toward the greater good of America. One clean, neat, and lively wife meant that the image she produced was setting a higher standard and represented the country well. (And so, in several media-encrusted situations, competition between the ladies in this era erupted…)

Another such reason for the wives of the midcentury looking so impeccable was their desire to maintain a sense of sophistication meshed with youth. Many instances arose at the time ‘Astronaut Wives’ was first published that the cover art wasn’t beliveably the actual wives- but this fact was debunked as readers became culturally aware of the variation in styles from that time period. In fact, youthly looks (like form-fitting clothing and ratted hairstyles) were often reserved for teenagers, while women in their twenties through forties had a distinct uniqueness to their getup. Preserving that image, (flared skirts, high-heeled shoes, organized colors and few patterns, and modest blouses), meant that the housewife was capable with ease to uphold her status and do so with grace.

It makes us wonder how this new generation of wives will set the standards for themselves, no? Stay Curious!

Another extraordinary component we would like to explore about the midcentury wives is their experiences as (often young) mothers. Despite the considerable lack of real health research that supported the notions that butter is awful for arteries, tetra-chlorides in clothing detergents are a terrible ingredient, and that spanking children in public is actually humiliating as opposed to effective; these women did all they could to produce a breed of childhood that remains the nostalgic reverie of tens of thousands of baby boomers today.

What was it that made this golden age of childhood so memorable? The answer to that question, no matter what year, decade, or century it is, will always be: Mom.

There are several components of timeless maternal methods that started in the middle of the 20th century. Strongly-encouraged outside play, independence, a gentle touch, and a firm teaching of what is earned versus what is given all mesh to create the image of the midcentury mom. These may seem like the very basics, but without the adornments of materialism and modern luxuries, but these are what make moms so memorable.

Take for instance one classic situation; the children are instructed to go outside to play after their homework is finished- there would only be the rule to be home in time for dinner or before the streetlights went on (whichever came first). Unless the rain is falling, mom made sure they would at least spend time out of the house to prepare dinner. Once dinner was made, mom in her apron and the children with their hardy appetites would convene, talk over a warm meal and discuss the day. Should one of the little ones refuse to finish dinner, that’s all that would be offered through the next day’s breakfast. A balanced diet was ensured. But at the end of the day, though her rules were unbreakable, her kids could always count on mom to attend to each of them, tucking the children into bed, one by one.

Always available to offer advice, hem pants too long or skirts too short, stitch up a favorite teddy bear, or cook warm soup during winter’s unforgivable season of sore throats: moms had to have it all to offer. It wasn’t a competition per se, but becoming a masterful mama meant that she could be counted on again for future generations and for friends and neighbors. Eager to share understanding and warmth, midcentury motherhood was no exception to the housewife’s ultimate desire to achieve excellence in her role, no matter how many roles she played.

Moms make the best memories. Period. This Mother’s Day, we salute all our reader-moms and readers’ moms for their timeless and truly unconditional sharing of love.

While we simmered through the last post regarding the Midcentury housewife, this month, we decided to discuss the housewife as an icon of distinction and eloquence through her pursuit of perfection. How does mother dear make the perfect gelatin casserole every time for her guests to enoy? How does she keep the pleats of her skirt so sharp? The truth is, a housewife of the middle of the 20th century had to juggle at least a dozen roles to keep her household a powerful, pristine representation of excellence. Most of these multiple roles are identical to those of today’s mothers, except that 70 years ago, many modern amenities like microwaves and dryers were only just becoming affordable commodities. Clothes lines, handmade dinners, and manually-steamed clothing were all the responsibility of the household matriarch.

When someone creates anything handmade, there is a strong sense of unmatched pride that comes with its production. So, in order to truly impress, the housewives took explicit care of their individual capital, making each napkin folded crisply and ensuring the stitches of their children’s dress clothes were tight and neat. If guests were to arrive, the children would be on their best behavior, the table would be set, and a formal homemade meal would be executed. Back in mid- 20th Century America, despite the somewhat rampant materialism associated with this mentality, the worth of a household was often assumed by the visual appearance and aesthetic of the family and their output. (At least, this was the perception of mainstream pop culture)

The housewife was responsible for creating this aesthetic for whatever guest or company the home may have hosted. For instance, if a husband invited his company’s executives to a dinner, it became the artistic expression of the wife to prepare a spotless home, culinary masterful meal in traditional fashion (appetizers, salads, formal entree, desserts, and cordials), and prepare the family to impress: all in anticipation of wooing over hubby’s employer. In taking into consideration that cleanliness, formality, and tastes in food are all subjective; the eloquence of the night was an illustration of the wife’s perception of perfection.

Perhaps it wasn’t limited to special occasions, but rather perfection was sought after whenever this iconic cohort of women wanted to feel as spectacular as they share. Perhaps it was an attempt for microcosmic, local collectivism- where the effort was to contribute to a greater America, one household at a time. Perhaps the desire to reach perfection was self-motivated. No matter what the desire, the goal of feeling accomplished was met and exceeded. This work ethic is timeless, brave, and its results overcome decades of submission. This is the first of many reasons that we have much to model after when it comes to the midcentury housewife.