Earl of Zetland, from the Racing Colors of the World series (N22b) for Allen & Ginter Cigarettes 1888

This small chromolithograph, printed by Allen & Ginter for their cigarettes, depicts the Earl of Zetland in his racing colors. These trading cards, popular in the late 19th century, offer a glimpse into the cultural landscape of the time. Consider the complex class dynamics at play here: the Earl, a member of the British aristocracy, is commodified as an image to sell tobacco products. The “Sporting Colors of the World” series reflects a fascination with global culture filtered through a colonial lens. Horse racing, a sport of kings, becomes a spectacle for the masses, packaged and consumed with each cigarette. What does it mean to transform identities and cultural practices into consumable objects? This piece invites us to reflect on the intersections of sport, class, and consumerism, and how these dynamics shape our understanding of identity and representation.