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Corsets Baleinine Incassables – Art by Alfred Choubrac (1890’s) 37×50.75 French Advertising Poster LB

The ladies in this version of Corsets Baleinine Incassables may appear slightly different—they’re a bit more tousled, and a bit more natural looking than the previously seen gaggle of gals (see PAI-XLIV, 194)—but the same spirit remains in this captivating design. At the turn of the century, all women wore corsets, whether they were generously proportioned or as skinny as the legendary comedienne Polaire, who reputedly used a dog collar for a belt. Here we have a cavalcade of belles in their corsets with stays made out of unbreakable whalebone for “softness, elegance, and long wear.” It comes as no great surprise that during the Belle Époque “the textile industry was humming: After the corset it took a camisole, blouse, petticoats, and ankle-length dress before the wearer was ready to face the outside world” (Gold, p. 83). Choubrac was one of the pioneers of French poster art; in 1884, when Maindron published his first article on posters, he listed only nine active posterists known to him, and included the three poster artists whose work made up the first poster exhibition, held that same year in the Passage Vivienne in Paris: Alfred, Léon Choubrac, and Jules Chéret.

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