English Horseguards, from World's Dudes series (N31) for Allen & Ginter Cigarettes 1888

This small chromolithograph was printed by the cigarette firm Allen & Ginter of Richmond, Virginia, as part of a series called "World's Dudes." The card depicts a member of the British Horse Guards in full dress uniform. These cards were collected and traded much like baseball cards are today. But what does it mean to include this figure in a set called "World's Dudes?" "Dude," in the late 19th century, referred to a man who was particularly concerned with his dress and appearance. The very idea of "dude-ism" was viewed with some suspicion, as vain and frivolous. By including an English Horse Guard, Allen & Ginter were commenting on the perceived pomp and circumstance of the British Empire. While seemingly innocuous, these cards participated in a wider discourse about national identity and social roles. To fully understand such images, we need to consult a variety of sources, from fashion plates to social commentaries. The meaning of art is always contingent on its historical and institutional context.