Rose-coloured Garden Party Dress. La Robe Rose. Dammy c1913.

by Dammy, H. Robert

Outfit designed by Jacques Antoine Doucet. Fashion pochoir by H. Robert Dammy.

Rare original fashion antique print c1913 for La Gazette du Bon Ton (Journal of Good Style). Between 1912 and 1925 - with a break during World War I when the editor and many of the artists were called up for military service, the finest fashion illustrators introduced prominent French couturiers latest designs by painting fashion narratives to conveyed how and where each should be worn.

Gazette du Bon Ton was an exclusive 'style' publication with beautiful pochoir fashion illustrations, and features on art, theatre, and other activities for the wealthy. Pochoir is a labour-intensive illustration method with several stencils cut for each illustration, so that each successive application of colour would be consistent for each illustration for the full print run of the fashion magazine. The portrayal of fashion by the pochoir method was perfected by skilful artists in France with these illustrations, and pochoir, the French word for stencil, has been used worldwide since then in recognition of their fine work.

From first publication these pochoirs were collected and framed - as not everyone could afford to buy the clothes. Annual subscription to the magazine was itself very expensive - 100 francs is over $US400 today.

Size of page 24 x 19cm (9.5 x 7.5 inches)