This study examines the role that musical comedy on stage played in shaping popular culture in the long Edwardian period (1890–1914). It is based around two iconic theatrical types of the period: the Gaiety Girl and the matinee idol. Historians have underestimated their importance and what they represented. These two are decoded as a way of understanding the development of a culture based upon glamour, celebrity, fashion, display and public forms of sexuality which started to break with Victorianism. It looks in particular at the musical comedies produced by the West End impresario George Edwardes and explores their links to the developing fashion and beauty industries of the period.
