Alphabet R 

This is ‘Alphabet R,’ one of a series of fashion illustrations designed by Erte, a Russian-French artist who made his name designing for magazines like Harper’s Bazaar, and for the Parisian stage. Erte was a master of gouache and watercolor, and his images were reproduced through high-quality printmaking. What's striking is the way he dissolved the distinction between graphic design, dressmaking, and the fine arts. Look at the flowing fabrics of the garment, which simultaneously reveal and conceal the body. The artist also produced actual textiles and dresses, which were manufactured in volume, so his hand was only notionally involved in their making. Yet his sensibility – glamorous, cosmopolitan, and subtly subversive – infused all of his designs. In that sense, Erte anticipated how easily design could be scaled up to meet market demand, without losing its distinctive artistic signature. He gives us a glimpse into a world of luxury, high fashion, and a very modern understanding of branding.