For Scutts, Hillis was a spark at the beginning of the rise of 20th-century feminism. Rosie the Riveter replaced the giddy flapper of the 1920s, becoming an icon for wartime women getting the job done. Sassy, sexy Mae West and spunky Kathryn Hepburn became, not without controversy, Hollywood idols. In 1962, Helen Gurley Brown, future editor-in-chief of Cosmopolitan— and unmarried until 37— wrote Sex and the Single Girl, and the lid came off that topic. Betty Friedan’s 1963 book, The Feminine Mystique, asked, “Who knows what women can be when they are finally free to become themselves?”