Charm Offensive: Commodifying Femininity in Postwar France

By: Kelly Ricciardi Colvin

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Synopsis: In the aftermath of the Second World War, the French government cultivated images of sensual and sophisticated white French women in an attempt to reestablish its global image as a great nation. They promoted the beauty, sexual appeal, and general allure of French women, all while shrinking the boundaries of what was considered beautiful. Charm Offensive explores how this elevation of French femininity created problems on both sides of the equation: the pressure on French women to conform to an exacting physical standard was immense, while the inability of anyone else to access that standard resulted in a sense of failure. Drawing on cultural figures like Air France hostesses, tourism workers, and celebrities such as Brigitte Bardot, Charm Offensive offers an innovative understanding of a tumultuous time of decolonization.