H.M. King of the Netherlands, from the Racing Colors of the World series (N22a) for Allen & Ginter Cigarettes 1888

Editor: Here we have "H.M. King of the Netherlands" created in 1888 by Allen & Ginter, part of their "Racing Colors of the World" series. What strikes me is its unexpected placement – a King on a cigarette card! What do you make of this Curator? Curator: It's a fascinating collision of commerce, celebrity, and imperial power. These cards, distributed with cigarettes, were designed to cultivate brand loyalty and, importantly, construct a desirable image around smoking. How do you think portraying royalty contributed to that image? Editor: It feels aspirational. Like associating their cigarettes with sophistication and worldly knowledge. Did people collect these? Curator: Absolutely. The cards themselves became highly collectable objects. We have to remember, these weren’t intended as ‘high art.’ They were ephemeral marketing tools, but their popularity reveals a lot about late 19th-century society, their fascination with the aristocratic world and exotic cultures which Japonisme also catered to. Editor: Japonisme? How does that fit in? Curator: The simplified lines and flattened perspective mimic Ukiyo-e prints, which were gaining popularity. This aesthetic elevated what would otherwise be a simple portrait of European royalty. So what does it tell us that King William gets the Ukiyo-e treatment in 1888? Editor: Maybe it implies an exotic appeal for European audiences. A symbol of a wider world. I had no idea a cigarette card could be so loaded. Curator: Precisely! This piece isn't just a portrait; it reflects how power, influence, and taste were circulated and consumed in a rapidly changing world. Editor: So, by displaying royal figures, brands boosted sales while popularising and maybe altering public perception through easily consumable, collectible imagery? Food for thought! Curator: Exactly, it offers a peek into a specific historical moment. And hopefully provides a little critical food for thought about power in imagery, even in unexpected places!