Toujours Chic, Toilettes de Soirées, Hiver 1921-1922: Azur 1921 - 1922

G-P. Joumard made this fashion plate, 'Toujours Chic, Toilettes de Soirées, Hiver 1921-1922: Azur', using watercolor and gouache on paper. The magic of fashion illustration lies in its ability to evoke textiles. Here, gouache simulates the pile of velvet in the black top and bands trimming the skirt, while thin washes create the impression of a lighter azure fabric. Published during the interwar period, this print reflects the shifting social landscape of the 1920s. The rise of haute couture and department stores fueled consumer demand, with fashion plates like this one acting as a crucial form of marketing. Joumard’s design highlights the skilled labor involved in creating these garments, from the weavers of the velvet to the seamstresses who assembled the dresses. Paying attention to materials and processes in this way gives us a glimpse into both the fashion industry and the broader cultural values of the time. It challenges us to think about the relationship between art, commerce, and the artistry embedded in everyday objects.