This essay uses readers' opinion surveys in Femina, a unique, high-circulation fashion magazine that championed women's rights, to study the reception of feminist ideas. The readers were fashion-conscious and well-off provincial bourgeoises, a group that might have had conservative attitudes on gender roles. Yet, the many thousands of responses reveal a profound desire to expand women's identities beyond domesticity. About a third of the readers were even indignant that women lacked the freedoms of men. Most others looked forward to a future when society would offer women more opportunities to utilize their talents while reaffirming the satisfactions of familial roles. The surveys show that Frenchwomen were redefining femininity in a more individualistic direction though national emergencies as 1914 approached would make them hesitant about pressing their cause.