Southern women during the Civil War chewed on newspapers, believing an ingredient in the ink whitened their faces.

A Japanese shogun in 1615 attempted to eradicate the popular fashions of the kabuki-mono, young men from the fringes of samurai communities who favored long hair with shaved foreheads and temples, large swords with showy red scabbards, imported velvet collars, and short kimonos with lead weights sewn into the hem. “Clothing should not be confusing,” stated a new samurai dress code.

When Amelia Earhart became the first woman to fly across the Atlantic as a passenger in June 1928, the New York Sun ran an article with the headline MISS EARHARD SPURNS FASHIONS: SHE CARES LITTLE ABOUT CLOTHES, DOES NOT USE LIPSTICK—LIKES TO FENCE AND DRIVE CAR. “Flying is a perfectly natural thing in her opinion,” it read, “and requires no special togs: a dress is as good air equipment as trousers.”

In the days after a July 1917 German air raid on London that killed forty civilians, Harry Gordon Selfridge, the American-born owner of Selfridges department store, took out ads declaring he would award $5,000 of life insurance on behalf of anyone killed by such an attack while shopping at his store. His building, he noted, was made out of concrete.