POWERHOUSE COLLECTION

'The Home' magazine with cover design by Hera Roberts

Object No. 93/349/6

Sydney Ure Smith launched 'The Home' magazine in February 1920 as a monthly publication. Its articles and artwork reflected the dawn of modernism in Australia with a focus on holiday destinations, home decorating, fashion, cosmetics, cultural events and other amusements of the independent and modern woman. Its excellence in content and printing propelled it into the league of international magazines, such as 'Harper's Bazaar', 'Vogue' and 'Vanity Fair', and distinguished it from all other Australian publications. 'The Home' was dedicated to the 'modern lifestyle', as lived by Australian socialites. Prominent Australian photographer Harold Cazneaux was appointed official photographer of the magazine in 1920. This October 1931 edition of 'The Home' magazine illustrates a woman elegantly dressed for long-distance travel, designed by graphic artist and Sydney socialite, Hera Roberts. Roberts contributed over fifty covers to the magazine, which was targeted at upper middle-class Australian housewives. Her work can be identified for incorporating notable characteristics of modern design, including vivid colours, geometric shapes, sharp angles and streamlined forms. Like much of Roberts' work, this cover places particular emphasis on the female subject as being both poised and intelligent. Similar imagery abounded in 1930s magazines, expressing a revolution in which many women relinquished the androgynous look of the 1920s to become increasingly active and independent. This edition of 'The Home' magazine features articles on European cookery, overseas travel and London fashion as well as articles on concrete garden features, skiing in Australia and art and music in London. It is interspersed with photographs of Australia's dynastic families at weddings and balls, Polo Club meets, Picnic Races and at the Yearling and Wool Sales. Featured on page 20 of the magazine is an advertisement for Kodak which illustrates a group of men and women at the beach. The accompanying text promotes the 'Ciné-Kodak' camera as a modern and entertaining device that 'gives you the thrill of making your very own moving pictures'. In keeping with the modern appeal of the camera, the artwork for the advertisement combines bold colours, diagonal lines and strong forms.