Fonte: Cuadernos de Turismo; No. 21 (2008): Enero - Junio; 181-199
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Resumo: Changes in the social structure of Argentina after World War I enabled women more freedom making it possible to join the labor market, practice sports and start traveling by their own. This had a great impact on ladies fashion and forms of social interaction. Notwithstanding, this freedom was not real since recommendations to the «traveling lady» found in journals of the 1930's made it evident that social norms were very inflexible and adjusted to the patterns of the society of those times. This study is based on ladies journal popular during the period analyzed and on photographs of the National Archives - Photographic Department, Buenos Aires, Argentina. This paper concludes that women had to wait for some decades when fashion shifted from comfort to sexuality in order to achieve the freedom of action they were looking for.
