Louise Montague, from the Actresses series (N245) issued by Kinney Brothers to promote Sweet Caporal Cigarettes 1890

Editor: This is a photograph called "Louise Montague, from the Actresses series" made in 1890 by the Kinney Brothers. It's an albumen print, part of a series to promote Sweet Caporal Cigarettes! She’s dressed in this elaborate warrior costume… I’m getting some serious Joan of Arc vibes. It makes me wonder, what’s the story behind her fierce getup and pose? Curator: What a deliciously quirky artifact! It's more than just a portrait; it's a glimpse into a performance, a construction of identity, even a little time capsule. The actress, Louise Montague, is consciously posing as a figure of strength and power for the stage... or, perhaps more accurately, to sell cigarettes. Doesn't that collision of high art and low commerce make you smile? Editor: Definitely! The juxtaposition is so weird, but also fascinating. Is there more to it than just using actresses to advertise tobacco? Curator: Oh, absolutely! Consider the social context. The late 19th century saw a surge in the cult of celebrity, fueled by the burgeoning entertainment industry and advances in photography. Tobacco companies latched onto this trend, distributing cards featuring popular actresses, athletes, and other public figures. Montague here becomes a commodity, her image used to cultivate desire – both for her and the product she endorses. It is, I find, both brazen and terribly human. Editor: That’s really insightful! So, it’s like a very early form of influencer marketing. But I guess I was reading too much into the warrior costume. Curator: Not at all. Her costume serves a crucial purpose, right? To imbue her with agency and impact. And, let’s face it, intrigue! Even without knowing the original stage play (if any), we can see how those visuals made the brand stand out in a crowded market. Editor: I never thought I could learn so much about marketing and the Victorian Era by looking at a cigarette card! Thanks. Curator: Isn't it just delicious, this mingling of art, commerce, and personal history? These little slivers of the past help to make a deeper appreciation of our own complicated times!