4.5 | The Promotion of an 'American' Aesthetic and Lifestyle

At the same time that House Beautiful was running this series of articles on Climate Control, the magazine was also running a series of articles detailing "what is the 'American' style"? Climate control often became a part of this as it had the potential to provide increased savings on fuel costs, increased privacy, and increased efficiency of the human body. The aesthetic of 'naturalism' in decor and folk contributed to this depiction of an 'American' style. The style was a modern one, which drew from the nation's vernacular architectural roots. "Naturalism" could be employed in the utilization of the outdoors as a room, an extension of the interior (which was a commonly promoted climate control suggestion) to a fabric pattern.


Above: Two of House Beautiful's main projects during the late 1940s-early 1950s: American Style merged with Climate Control.
Images above and below are photographs by author of House Beautiful magazine spreads.


The stair depicted below was one suggestion depicted in House Beautiful of a rustic, naturalistic stair which would bring a natural aesthetic into the home.