After erasing the font cache and regenerating LM was doing it right again.

Helvetica did not, but maybe I made a mistake in

\definefontfamily
  [helvetica]
  [ss]
  [Helvetica]
  [tf=style:Regular,
   bf=style:Bold,
   it=style:Oblique,
   bi=style:Bold Oblique]

\starttext
{\rm The quick brown fox jumped over the lazy dog {\it Optima}}
\setupbodyfont[helvetica]
{\rm The quick brown fox jumped over the lazy dog {\it Optima}}
\stoptext


> On 4 Jul 2023, at 22:52, Bruce Horrocks <br...@scorecrow.com> wrote:
> 
> 
> 
>> On 30 Jun 2023, at 10:47, Gerben Wierda <gerben.wie...@rna.nl 
>> <mailto:gerben.wie...@rna.nl>> wrote:
>> 
>> If I typeset
>> 
>> {\rm foo{\it bar}}
>> 
>> bar is not in italic
> 
> It is in italic for me in ConTeXt  ver: 2023.06.04 
> 
>> if I typeset
>> 
>> {\it bar}
>> 
>> it is.
>> 
>> What am I missing?
>> 
>> Gerben Wierda (LinkedIn, Mastodon)
>> R&A IT Strategy (main site)
>> Book: Chess and the Art of Enterprise Architecture
>> Book: Mastering ArchiMate
> 
> —
> Bruce Horrocks
> Hampshire, UK

Gerben Wierda (LinkedIn <https://www.linkedin.com/in/gerbenwierda>, Mastodon 
<https://newsie.social/@gctwnl>)
R&A IT Strategy <https://ea.rna.nl/> (main site)
Book: Chess and the Art of Enterprise Architecture <https://ea.rna.nl/the-book/>
Book: Mastering ArchiMate <https://ea.rna.nl/the-book-edition-iii/>

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