This advertisement is a perfect showing of the new possibilities for British women of the 1890s. The image shows a woman riding a bicycle (the safety bike, which had only recently been popularized for women and non-athletes). The shape of her skirt is visible - a loose-fitting bell-shape, which likely had a pleat in the back. Pleats were used in the back of skirts specifically for riding bicycles. This style gave their legs more range of movement. As Britain was becoming more industrialized and women were becoming more involved in the workforce, clothing was reflective of the freedom women were searching for in their day-to-day lives. 

"The Gibson Girl's America : Drawings by Charles Dana Gibson" in the Graphic Arts Gallery, Thomas Jefferson Building, Library of Congress, Washington, D.C., 2013.