From the series "Sports Girls" (C190), issued by the American Cigarette Company, Ltd., Montreal, to promote Gloria Cigarettes 1885 - 1895

This cigarette card from the series "Sports Girls" was made by the American Cigarette Company to promote Gloria Cigarettes. These small cards, distributed with cigarette packs, reflect the late 19th century’s obsession with both athleticism and idealized femininity. The woman depicted here is adorned in a costume that seems to borrow from burlesque, her garb a theatrical mix of athleticism and allure. Cards like this were part of a larger cultural phenomenon where women's bodies were commodified, both celebrated and scrutinized within the constraints of Victorian morality. While these images might appear to celebrate women's participation in sports, they often reinforced traditional gender roles by emphasizing beauty and display over athletic achievement. The peacock feather she holds adds an air of exoticism, further objectifying her. The card embodies the tensions of its time, showcasing how emerging ideas about women in sports were mediated through the lens of commercialism and male gaze.