1921 Catalog Grands Magasins du Printemps Paris Eduardo Garcia Benito Cover
This is an original 1921 catalog issued by Les Grands Magasins du Printemps, Paris, advertising their annual “White Sale.” (Le Blanc au Printemps). The catalogue consists of 32 pages plus cover and showcases women’s lingerie, corsetry, household linens, fabrics, men’s wear, and domestic textiles available during the event. The cover features an Art Deco illustration in green and black. The cover features an illustration by Eduardo García Benito, known for his Vogue magazine covers during the 1920s and 30s.
The catalogue includes detailed line drawings of garments and linens, pricing in francs, and promotional text for Printemps’ sale held from 18 to 25 January 1921. Items advertised include madapolam and batiste lingerie fabrics, embroidered sheets and pillowcases, chemises, corsets, corsage pieces, robes d’intérieur, pyjamas, blouses, kimonos, men’s shirts, nightshirts, and accessories.
Included with the catalogue is an original fold-out poster-style advertisement, printed in blue and white, measuring 14” by 17”. It promotes the same White Sale event with decorative Art Deco illustrations, including a white elephant motif and additional product listings.
Measurements
– Catalogue (closed): 12 1/8” × 9 1/4”
– Insert poster: 14” × 17”
Condition: Tis 1921 catalog is in very good condition with toning to paper consistent with age.. The poster insert has original fold lines with toning at the folds. No tears or losses observed.
This is a detailed primary-source reference for early 1920s French fashion and textiles, and a scarce example of Printemps’ promotional ephemera from the early Art Deco period, not a common item!
About Les Grands Magasins du Printemps:
Founded in 1865, Printemps still exists today. In 1866, the owner had the idea that at the end of every season, a sale would be held to turn over inventory, a practice that was quite innovative at that time. The building suffered a fire in 1881 and was re-built in 1883; the same year that this catalog was issued in 1921, they suffered another large fire in September.