Carrie Hapgood, from the Actors and Actresses series (N45, Type 1) for Virginia Brights Cigarettes 1885 - 1891

This is a sepia photograph of Carrie Hapgood from the Actors and Actresses series, created by Allen and Ginter as a promotional item for Virginia Brights Cigarettes. These cards emerged during a time of rapid industrialization and urbanization, when the burgeoning advertising industry began to capitalize on the growing popularity of consumer culture. Hapgood, like other actresses featured in these cards, was a figure whose identity was, in part, a commodity. The card not only promoted cigarettes, but also the image of the ‘New Woman’ – a figure who challenged traditional gender roles through her presence in the public sphere. She is wearing what looks like male garb and holding a sword, which suggests a strong, leading role and the blurring of gender roles in performance. Consider that such images would have been collected and traded, imagine how ideas about celebrity, gender and performance were circulated and consumed in this era. It makes you wonder what Hapgood herself thought of her image being used in this way.