This study aims to analyse the Brazilian women s press in the 1960s. We chose to concentrate on the column Keeping up with fashion, conveyed in A Cigarra magazine between October 1963 and June 1968. Based on the analysis of the fifty-seven editions of the column, we observe how, under the influence of journalist Walda Menezes, a new speech was formed, capable of spreading the concepts related to the 60 s, as the cult of youth, the new way of exhibiting the body through fashion and sexual liberation. Rather than report the changes depicted in images published in A Cigarra, we chose to portray a relationship between the late nineteenth century and the decade in question, two periods of time when the female roles were under scrutiny. Through the image of femininity in colonial Brazil, we came to their image in the pages of A Cigarra, to investigate how identity is created or not between reader and publication.