Following the Fashion c. 1794

This hand-colored etching, "Following the Fashion," was made around 1796 by James Gillray. As a print, this artwork is inherently tied to reproduction and distribution, making it accessible to a broader audience than unique artworks like paintings. Gillray's work uses the relatively new printmaking process to offer sharp social commentary. The focus here is fashion, specifically the elaborate and exaggerated styles of the late 18th century. These aren't just depictions of clothing, but critiques of the social values these styles represent. Notice how the figures are caricatured; their forms distorted by the very garments meant to enhance them. The etching process itself allows for fine detail, which Gillray uses to emphasize the absurdity of the costumes. The color washes add another layer, highlighting the artificiality of the scene. Consider the labor involved, not only in producing the print, but also in creating the garments depicted—a process that involved numerous skilled tradespeople catering to an elite clientele. Gillray questions these social inequalities and the superficiality of a society obsessed with appearances. The image thus challenges any strict divide between art, craft, and social critique.