This study aims to re-examine Women's World, (a Middle Eastern women's publication that was active between 1913 and 1921), from a gender aware, but broadly constructed, interdisciplinary perspective that integrates women's studies with studies of advertising and consumption. A feminist journal with a relatively long publication life, Women's World contained a substantial number of advertisements encouraging the consumption of modem goods and services. Many of these notices promised to address the beauty, health and fashion needs of modem women, thus constructing in effect the public image of "the new woman." of that image, in turn, should facilitate our understanding of both the construction of the modem self in the emerging commercial culture and the ambivalent relationship between gender and modernity in the late-Ottoman Middle East.