During the first half of the 1930s, the idea of glamour was changing. Early in the decade, the term referred to a particular category of character or star: the sophisticated, mysterious woman. But this type came to be represented in a recognizable way, turning glamour into a visual style that could be copied—within Hollywood and beyond. Soon, the word glamour had become a synonym for beauty itself. This essay discusses the shifting meanings of the term, while examining glamour's visual construction in three distinct sites: Vanity Fair, the fan magazines, and the films of Greta Garbo.