Card 40, from the Girl Cyclists series (N49) for Virginia Brights Cigarettes 1887

Editor: This is "Card 40, from the Girl Cyclists series (N49) for Virginia Brights Cigarettes" created around 1887 by Allen & Ginter. It's a photograph that's also been produced as a print, showing a young woman confidently riding a high-wheel bicycle. What’s striking is how she seems to be looking directly at us. What do you make of this piece? Curator: This image presents a fascinating intersection of societal shifts and commercial interests. These cards, inserted into cigarette packs, were designed to promote both the brand and the idea of the "New Woman" participating in activities previously exclusive to men. Notice the setting. Does this indicate a journey or active role outside the domestic setting? Editor: So, it's less about art for art's sake and more about advertising with a message? Curator: Precisely! The manufacturers capitalized on the burgeoning women's rights movement, particularly women's increased mobility afforded by the bicycle. This card becomes a visual representation of that freedom. Allen & Ginter aren’t just selling cigarettes; they are selling an image of modernity and progress. Editor: I hadn’t considered how strategically these images would have been created. It feels like a snapshot, but it's clearly staged to convey something specific about women and their evolving role. Curator: Indeed. It also connects to broader societal anxieties and fascinations regarding female athleticism and visibility in public spaces. Are they embracing change or merely being commodified? This ambiguity makes the card such a powerful document of its time. Editor: That reframes my entire perception of what this card is communicating. I now understand how social history intersects with what appears to be just a simple advertisement. Curator: These commercial cards allow us to explore the fascinating complexities and ambiguities of the late 19th century, when gender roles were actively being renegotiated.