chapter  4
34 Pages

Modernist Reputations

ByAlice Wood

This chapter examines how commercial women’s magazines participated in the systems of celebrity that sustained and shaped modernists’ public personalities. Its analysis is divided into two case studies tracing how two high modernist writers found fame in British women’s magazines in the interwar years. The first surveys the fluctuating reputations of Virginia Woolf and Bloomsbury modernism in Vogue, Eve, Good Housekeeping, and Harper’s Bazaar. The second examines the reception and promotion of Gertrude Stein and the Parisian avant-garde in Harper’s Bazaar in the 1930s, with particular focus on the magazine’s serial publication of Stein’s Autobiography of Alice B. Toklas. This chapter explores both how individual modernists exploited women’s periodicals to publicize their work and how women’s periodicals exploited the high cultural capital associated with modernism as they marketed and moulded modernist reputations.