Hartland’s Jessy-Rose Hatheway embraces vintage fashion and self-expression in a growing movement that celebrates confidence, creativity, and bold femininity
What was once a 1940s social ritual in which women sent photos overseas of themselves dressed in risqué clothing during wartime (to boost soldiers’ morale) has shifted to celebrating women’s empowerment, body positivity, and self-expression.
Pinup girls can be found today in vintage-inspired magazines and posters, on tattoos, and in pageants. Jessy-Rose Hatheway is one of many who compete in Pinup pageants. She was first introduced to the world of Pinup back in 2024, when her friend entered the Miss Fredericton Tattoo Expo Pinup 2024 competition. Right away, she knew it was something she had to dive into.
“I knew that I had to be in the competition the following year. I was so excited to sign up that I filled out my application as soon as registration opened, right in the ER room,” said Hatheway.
The Hartland, N.B. resident officially began her pinup journey as Miss Seraphina Rose in the winter of 2025 and entered her first competition, the Miss Fredericton Tattoo Expo 2025, in April. Hatheway has won notable titles, including Ms. New Brunswick Pinup 2025 at the Atlantic Pinup competition, and has placed in the top five at Ms. Canadian Pinup 2025.
Like most pageants, fashion plays a significant role in Pinup. However, what separates it is its range of styles. There are seven distinct styles: Cheesecake, Rockabilly, Tiki, Bombshell Beauty, Gothabilly, Old Hollywood Glam, and Timeless Beauty.
Cheesecake is the original style that was used during World War II. The term “cheesecake was slang for attractive images of women. This style symbolizes playful sensuality and exaggerated femininity, accentuating a woman’s features. Cheesecake pinup girls often wear vintage pieces, such as swimsuits, lingerie, or dresses.
Rockabilly can be described as the “rebellious” or “tough” style. This pinup genre is based on classic 1940s to 1950s rock ‘n’ roll and vintage Americana, as well as icons like Bettie Page and Wanda Jackson. Rockabilly can be identified by its iconic hair in victory rolls, pompadours, and bandanas or scarves tied as a headband. The makeup is bold, vintage glam, featuring a striking winged eyeliner and a bold red lip. Rockabilly girls can be spotted wearing high-waisted pencil skirts, swing dresses, or capris, typically in red or black, and often featuring polka dots, cherries, gingham, or leopard print.
Tiki embodies the meaning of a tropical summer. Polynesian and tropical resort fashions aesthetically inspire it. Visually, Tiki-style outfits are characterized by the pairing of grass skirts, coconut bras, and sarongs. Accessories play a significant role in this style; an outfit is not complete without hibiscus flowers, leis, bamboo bangles, or shell necklaces.
Bombshell beauty in pinup style evokes a polished, sultry elegance reminiscent of the Golden Age of Hollywood, channelling the timeless allure of 1940s and 1950s icons like Marilyn Monroe and Jane Russell. The dresses are figure-enhancing, creating an hourglass silhouette. A Bombshell Beauty girl’s makeup is only ever done when she adds a bold red lip with a winged cat-eye eyeliner.
Gothabilly fuses goth and rockabilly to create an edgy Victorian look that radiates a rebellious spirit. This style is darker, with its mysterious elements derived from goth culture. Black lace and leather are often paired with corsets, fishnet stockings, pencil skirts, or rockabilly-style dresses. Gothabilly girls will layer their clothes and add pops of red, purple, or deep green. It frequently blends into the realms of burlesque and alternative fashion, where old-school glamour collides with edgy, countercultural defiance.
Old Hollywood Glam is where the sophistication, elegance, and grace come to life. The golden age of cinema inspires this style and draws inspiration from actresses such as Rita Hayworth, Ava Gardner, and Lauren Bacall. Many girls will wear body-hugging silhouettes with draped necklines and backless designs in eye-catching fabrics like satin, silk, or velvet, adding a touch of modesty and sensuality to their looks. These girls’ hair is big and alluring, with soft waves or flawless curls with a glossy finish.
Timeless Beauty goes beyond clothes and cosmetics; it’s a radiant, self-assured beauty that transcends trends and stands the test of time. This style favours a simple approach, pairing A-line dresses or pencil skirts with a blouse to create a fresh hourglass figure that whispers rather than shouts.
But pinup girls are not subjected to one style. Hatheway uses Miss Seraphina Rose to experiment with fashion. So far, she has done Cheesecake, Bombshell Beauty, Rockabilly, and Timeless Beauty.
“As someone who has just started her pinup journey this past winter, I have not yet settled on a style. I am, however, enjoying dipping my toes into every style until I find one that stands out the most to me,” said Hatheway.
Each competition Hatheway likes to explore the different styles. The first thing she does is decide on the year, typically in the 1940s or 1960s. She then chooses the style that speaks to her. The most time-consuming part of her process is the research; Hatheway will scour the internet for hairstyle examples, makeup looks, accessories, and props to elevate her outfit.
When the internet is no help, she uses her Pinup family for advice.
“When in doubt of what to do, I turn to one of my pinup sisters or pinup moms, Miss Georgie-Li Sapphire and Belladonna for guidance,” said Hatheway.
Pinup girls often find their dresses on websites like Retro-Stage, at yard sales, or in second-hand stores. Many girls can be spotted wearing their own designs.
Currently, Hatheway doesn’t make her own clothes, but she would love to incorporate this into her Pinup journey in the future.
Over the years, Pinup has become a way for many women to step into a new reality and put on a persona that elevates their confidence. It is a way for vintage fashions to be rediscovered nearly 90 years after their introduction. Like many others, Hatheway’s Pinup journey is just beginning, with endless possibilities ahead.
“I am looking forward to competing in more competitions and submitting photo shoots for many pinup magazines in the future, both far and near. I am excited to see where my pinup journey leads me,” said Hatheway.
