Switzerland, from the Natives in Costume series (N16), Teofani Issue, for Allen & Ginter Cigarettes Brands 1886 - 1900

Editor: This small print, “Switzerland, from the Natives in Costume series,” made by Allen & Ginter between 1886 and 1900, presents a Swiss man in what I presume is traditional garb. It has a strange caricature-like quality. What do you see in this piece? Curator: This seemingly simple image carries within it a complex story of cultural appropriation and representation. Consider the "native costume" itself. Is it truly representative, or is it a romanticized, perhaps even invented, visual shorthand? The symbol of the rifle, and his location in an empty landscape - is he a protector or oppressor of the Swiss nation? Editor: So, it's not just about the visual depiction, but also about the intended meaning behind it? Curator: Precisely. The choice to include it in a series for cigarette brands adds another layer. Cigarettes, often marketed with exotic or "authentic" imagery, became a vehicle for disseminating ideas about foreign cultures. In that sense, these became potent conveyors of psychological associations tied to identity. Does the "Switzerland" label evoke in you ideas of wealth, beauty, freedom, tradition? How did that come to be? Editor: I never considered the cigarette card as a conveyor of ideas! So, it's not just about pretty pictures. Curator: Absolutely not. Each visual element—the man, his costume, the landscape—contributes to a narrative, consciously or unconsciously shaping the viewer's perception. We should question whose narrative it really serves, what values does it uphold. Now, do you find anything similar between the history of Japanese Ukiyo-e and this work? Editor: Both have this… graphic style, but they're meant for completely different audiences and uses. Thanks for the background – it is so much more complex than I first realized! Curator: Exactly! Understanding that helps unlock its historical and cultural significance, inviting further inquiry.