Oh comely is part of a development in Lifestyle and environmental movements. It mainly looked at female empowerment and how they wanted to change the ‘normal’ standard of what women ‘should’ look like.

The magazine was first published on April 19th 2004. On average there was over 2.7 million copies sold.

As seen in this photo, Comely wanted to change the beauty standard for female which is overly degrading. Children are shown that skinny, white, blonde haired females with a small nose are seen as beautiful and everyone else has no physical representation. This can cause identity issues which cause people to change who they really are creating a false identity.

” Oh is about new ways of looking inside ourselves and out at the world”

The focus is on women being known for more than just their looks but their creative abilities too. This links to feminist critical thinking theory because the magazine is representing women, in the way that they feel comfortable in being who they are.