The 20th century was the period of revolutionary changes in all respect. The development of the industry, technology, transport, information technology took a quantum leap. Social practices transformed, life accelerated in an astonishing manner, modern dances and music spread, sports became commonplace.

With the emergence of mass production, the role of advertising gradually increased. In addition to traditional advertising, ever more diverse tools assisted with sale and the promotion of new products. Companies were spending more and more advertising forms. They were trying to win the favour of buyers by posters, bookmarks calculators, advertising cards, flyers, price sheets, price lists, notification window display signs and also with fashion, gifts. Most of the time well-known artists, designers planned these publications, which often depicted beautiful, elegant women. Therefore the fashion magazines, movies, photos became valuable sources of advertising media and the history of clothing.

The social and lifestyle changes influenced the beauty ideal of the time as well. They broke from the women ideals of the previous century. A more diverse ideal of women take the place of naive, innocent girl and the gently charming woman model. From the woman of fate and flirty, seductive woman model - which was named "chérette" after their creator, Jules Cher - a very wide range of "choice' of modern, sporty women took over. During the first half of the century fashion and hairstyles changed extremely fast.

The exhibition featured advertising media material from the Hungarian Museum of Trade and Tourism. We show changes that took place in the early 20th century in terms of fashion through posters, broadsides, packaging through, and also show a few typical garments, costumes and period Mannequins.