The Swing, from the Actors and Actresses series (N171) for Gypsy Queen Cigarettes 1886 - 1890

This is “The Swing,” a promotional card from the Actors and Actresses series for Gypsy Queen Cigarettes, created by Goodwin & Company in the late 19th century. These cards offer us a tiny window into the complex relationship between celebrity, consumer culture, and gender roles of the period. Here, an actress, dressed in a light, polka-dotted dress and oversized hat, smiles directly at us from her perch on a swing. Consider how the actress navigates the male gaze while still maintaining a sense of agency. The image encapsulates the era’s romanticized view of femininity and leisure, yet it was also a tool to market a product, embedding the actress’s image into a network of commerce and desire. Cards like these were immensely popular, and remind us how the commodification of identity and aspiration continues to shape our culture today. They leave us questioning how much the performance of identity has changed since then.