Following the major Fries Museum exhibition about Margaretha Zelle MacLeod aka Mata Hari (1876–1917), this article explores how Dutch arts journalism reflected its successful balance of commercial appeal, subject complexity, and contemporary relevance. The curators aimed to balance research with aestheticism to offer a more sympathetic view of this historically controversial subject. This article furthermore investigates how Dutch arts journalists shaped and responded to this new narrative through an analysis of relevant media reviews and reports. The resulting discourse reflected how the Fries Museum’s use of artefacts created a narrative of Mata Hari which could comment on the broader challenges for women in early twentieth century Europe. We argue that the exhibition and its reportage built upon and reflected advances in recent historiography to offer a fresh perspective on Mata Hari. Moreover, the review analysis suggests that the exhibition successfully balanced seemingly paradoxical needs, as set out in its prospectus, through the creation of such nuanced narratives.