Gazette du Bon Ton, 1914 - No. 3, Pl. 25: La fleur merveilleuse / Robe du soir de Doucet 1914

H. Robert Dammy created this pochoir illustration titled "La fleur merveilleuse" in France, 1914, for the Gazette du Bon Ton. The magazine was founded in 1912 to promote the French fashion industry, and this image advertises an evening gown by Doucet. The stylized figure of a woman, detached and aloof, models the dress. The gown’s sinuous lines and rich ornamentation reflect the Art Deco style, as does the figure's elongated form. Note the way the woman presents the flower as if it were a precious gem. Fashion magazines like Gazette du Bon Ton played a crucial role in shaping taste and disseminating new styles to an elite audience. Richly illustrated with hand-colored pochoir prints, the magazine promoted an image of Parisian luxury and sophistication. Today, scholars use publications like this as valuable resources to understand the social codes and aspirations of the upper classes in early 20th-century France. This was a time of dramatic social change when traditional hierarchies were being challenged even as they continued to exert influence.