A new woman
Images like this one illustrate a before and after image of a woman who, under Berlei's direction, has made changes to her diet, exercise regime, posture, foundation garment, make-up and choice of fashion.
During the 1930s and 40s Berlei encouraged women to follow their advice through live shows such as Beauty in the Balance, special fittings by trained corsetieres, film screenings and a booklet full of hints.
Classic tricks of the before and after genre are employed here including: a more fashionable dress, more upright posture, fashionable shoes and a softer expression on the 'after' model's face.
As they still do today, Berlei prided themselves on using models who looked like everyday women. It is unclear what this slide would have been used for. It was either used as a training slide for Berlei fitters or as part of the womens-only film screenings that travelled around NSW in the late 1930s and early 40s. Judging from the fashions the woman is wearing this image was from the early 1940s.
Notes by Beth Taylor