Advertising paradise

November 1940. Vogue arrives in the mail. Open the cover; just inside, in full living color, Edward Steichen's dramatic image captures an alluring Hawaiian woman sitting atop a rugged volcanic outcrop. A picturesque lighthouse occupies the ledge below, with a wide stretch of sea beyond (figure 10.1). ¹ Distinctive emblems of Hawai‘i adorn the woman: the hibiscus flower in her hair, and the kikepa, a simple Polynesian sarong with a tropical floral pattern. ² The text beckons potential tourists, just as it warns them: “prepare to be captivated by these isles of unparalleled charm.”