This woman is receiving a permanent wave at the beauty salon. This is what the perm process looked like in 1937. It was an arduous matter, and from what I've read even if all went well and the hairdresser didn't misjudge or forget the time and leave her client under the machine so long that her hair got scorched, women went home from the salon with scalps so sore they could hardly bear the prospect of ever combing their hair again. But this woman looks very serene. It must be the fact that she's able to knit meanwhile.
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