Vintage: 'Gazette du Bon Ton'

The Gazette du Bon Ton was a small but influential fashion magazine published in France from 1912 to 1925. Founded by Lucien Vogel, the short-lived publication reflected the latest developments in fashion, lifestyle and beauty during a period of revolutionary change in art and society.The Gazette du Bon Ton aimed to establish fashion as an art alongside painting, sculpture and drawing. According to the magazine's first editorial: "The clothing of a woman is a pleasure for the eye that cannot be judged inferior to the other arts.

The centerpiece of the Gazette was its fashion illustrations.Each issue featured ten full-page fashion plates (seven depicting couture designs and three inspired by couture but designed solely by the illustrators) printed with the color pochoir technique.

It employed many of the most famous Art Deco artists and illustrators of the day, including Etienne Drian, Georges Barbier, Erté (Romain de Tirtoff), Paul Iribe, Pierre Brissaud, André Edouard Marty, Thayaht (Ernesto Michahelles), Georges Lepape, Edouard Garcia Benito, Soeurs David (David Sisters), Pierre Mourgue, Robert Bonfils, Bernard Boutet de Monvel, Maurice Leroy, and Zyg Brunner. These artists, rather than simply drawing models in outfits, depicted them in various dramatic and narrative situations.