Saint Clement, from the Fancy Bathers series (N187) issued by Wm. S. Kimball & Co. 1889

Editor: So, here we have "Saint Clement," a colored pencil print from 1889, part of the "Fancy Bathers" series by Wm. S. Kimball & Co. It's fascinating; it feels so deliberately constructed, almost staged. What do you make of it? Curator: Well, this belongs to a series of trade cards, small collectibles inserted into cigarette packs to stiffen the package and promote the brand. These “Fancy Bathers” demonstrate how visual culture participated in shaping social perceptions and public life at the turn of the century. Consider how the swimsuit, daring for the time, normalizes a particular image of female leisure and beauty, associating it with the product. What statements were being made at this point in time to use the female form to influence sales and increase distribution. Editor: So, it’s about marketing an image of modernity and luxury through the female figure? It almost seems a bit cheeky, presenting a bathing woman as a “Saint.” Curator: Exactly. The humor is intentional. By titling it 'Saint Clement', the producers poke fun at the growing acceptability, although not without controversy, of public beach bathing for women. The image challenges conservative norms while aligning with the brand's modern, aspirational image. Do you see a reflection on consumerism at the end of the 19th century? Editor: It is really remarkable how one seemingly innocent trade card reflects shifting societal attitudes, the evolution of advertising, and even challenges of its era. Thank you! Curator: And thanks to you. This highlights the layers of meaning that even the simplest-seeming artifacts hold.