Tag Archives: October

Shelter Signalling

I love twentieth-century magazine art, especially early twentieth-century cover illustrations, for various reasons: the accessible aesthetics, the creativity and artistry, the cultural representation. Then as now, magazine publishers and editors wanted to represent their time and place with their covers, and also send messages, or signals, to their readership as well as the people who might glance at them as they walked by a street (or airport) stand. The difference between then and now, though, is that more artists were called upon to create these covers in the first half of the twentieth century than photographers. So we have have less realism and more ambiance, color, symbols and impressions. I was looking at a succession of covers of one of my favorite shelter magazines (which had several reincarnations and which I wish would be reincarnated yet again), House and Garden, and it was obvious that its editors deliberately veered away from the realistic renderings featured on covers in the first decade of the twentieth century towards more artistic and impressionistic images in the second and third. Here’s a succession of October covers with the messages that I am receiving, all from the Condé Nast Library, which I’m fortunate to be able to access via Artstor: the alternative themes of “fall planting” and “furnishing for the fall bride” predominate for these “numbers”, but I think there are other messages too.

The Aughts:  we are so Sturdy! (and such good builders, 1908-11).

October aughts collage

The Teens:  we’re so Whimsical! (1916-1920).

October HG 1916

October Teens HG Collage

The Twenties: we are so industrious (and America is truly the land of plenty; 1921-29).

October 1920s Collage

The Thirties: we’re so confused! We are so very 1) Sleek (1936); 2) Acquisitive (1937-38: House & Garden certainly seems a bit out of touch with the DEPRESSION; 3) Rococo (1938-41).

October HG 36

October 1930s collage

Late 30s

1949: We’re Going Places (and we can have it all).

October HG 49


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