Journal des Luxus und der Moden 1786, Band I, T. 24 1786

Friedrich Justin Bertuch created this print in 1786 for the “Journal des Luxus und der Moden,” a popular German periodical. It depicts two men sporting the latest fashions. Beyond aesthetics, this image serves as a window into the social fabric of the late 18th century. In a time defined by rigid social hierarchies, clothing became a potent symbol of class and status. The “Journal” itself played a role in disseminating and shaping these norms. The journal was one of the first mass-market fashion magazines, and it helped to create a sense of shared cultural identity among the elite, German-speaking classes. By examining sources like trade records, personal letters, and other periodicals, we can further illuminate the social and economic contexts that gave rise to publications such as this. In doing so, we recognize how even seemingly superficial images contribute to the construction and reinforcement of cultural values.