Sassy

Sassy (pronounced sas-ee)

(1) Disrespectful or impudent; impertinent; insolent.

(2) Boldly stylish and smart; pert.

1830–1835: An invention of American English, the colloquialism thought an alteration of “saucy” which in the context of human interaction could mean either: (1) brazen, cheeky, discourteous & disrespectful, (2) audacious, bold & assertive or (3) ribald.  Sassy picked up these variations (although the use to hint at the mildly erotic faded) and gained also the notion in fashion of something stylish or avant-garde.  Sassy is another of those words in English which must seem strange to those learning the subtleties of the language: It can be either a compliment or an expression of disapproval, used sometimes variously to reference the same conduct.  Of objects (usually in fashion), it’s less ambiguous, sassy always said in admiration.  The unrelated sasswood (or sassy wood) is a West African leguminous tree, Erythrophleum guineense, with poisonous bark (sassy bark) and hard strong wood; an alkaloid from this source used in pharmaceuticals.  The etymology is thought to be from a language of the Kwa family.  The comparative is sassier and the superlative sassiest.  Sassy is an adjective, sassiness is a noun and sassily an adverb.

On sale between 1988-1996, Sassy magazine was nominally classed as a “teen magazine” but in terms of editorial content was aimed at the “young women” targeted by the other glossies such as Seventeen and YM but with content which attempted to straddle the gap between the emphasis on weight-loss, make-up & clothes in such titles and what might be called “serious content”.  That turned out to be something of a sweet spot (a gap in the market as it were) because it turned out that what Sassy did was validate that young women could simultaneously be interested both in feminist issues and boy bands.  It may not sound remarkable now but at the time, including in such magazines articles about suicide or sexually transmitted diseases (STDs) was actually subversive.  Sassy also was of note in that when Australian feminists Sandra Yates (b 1947) & Anne Summers (b 1945) took control, it was only the second only women-led management buyout in US corporate history.  To mark the significance of suddenly being in the same business as Rupert Murdoch (b 1931), the bolshie pair described themselves as “mogulettes” (in the sense of being on a smaller scale than News Corporation rather than a feminized form) and Sassy was immediately successful, circulation almost doubling within a year.  Sassy's message was that girls didn't have to be sassy but if that's what they wanted, sassy they should be.

Sassiness: Lindsay Lohan with sassy Hermes Pink Ostrich Birkin Bag & Charlotte Olympia Kitty moccasins in chestnut brown suede and leather, London, 2015.

It was also quite innovative, people of color showing up on the pages and sometimes even on the cover and Sassy anticipated crowd sourcing when it published the December 1990 issue consisting wholly of “reader-produced” content.  However, if the daughters of America were reading, their mothers were watching and groups representing evangelical Christian women mobilized, claiming Sassy’s advice on sex would encourage promiscuity and a flood of unwanted pregnancies.  What Sassy printed was actually little different to what appears in the brochures in doctors’ waiting rooms but, just as Sassy had achieved consistent profitability, advertisers pulled their support, the threat of boycotts too great a risk.  Just as the printing presses has started to roll in 1988, Sandra Yates had told the New York Times (NYT) “I’m going to prove you can run a business with feminist principles and make money” and briefly she did but, spooked by Christians threatening to stop buying stuff, capitalism bit back and Sassy never recovered, officially folded into `TEEN magazine with the coming of 1997 but actually quietly put into a burka.