This essay demonstrates how the stylistic use of colour in fashion newsreels of the 1910s and 1920s was derived and modified from earlier attractions-based film practices with regard to narrative integration and spectacle, and also related to conventions associated with the later narrative cinema. It places the use of colour in fashion newsreels within a broader visual and commercial context by exploring how contemporary cultural connotations associated with colour in relation to the terms 'primitive' and 'feminine' were both adopted and problematized in a film genre specifically addressing female spectators.