The woman on the left lights another woman’s cigarette with her own. Though the act is a masculine one, and the pantsuit mimics a man’s tuxedo, the woman’s delicate posture, high heels and wedding ring identify her as determinedly feminine. Still, the other woman, also in pants, leans forward toward the lit cigarette, her own cigarette between her lips. Trousers were not common for women in this era, except for in the workplace. These women, however, appear to be on vacation in the South of France, with sun hats and sandals, and exposed arms. This advertisement appeals to women who seek freedom and independence. The ad is illustrated by Rene Vincent (1879-1936), a notable Art Deco illustrator for advertisements as well as for magazines like “Paris Revue” and humorous newspapers like “Rire.” In the upper-right corner, “caisse autonome d’amortissement” refers to the “autonomous sinking fund” of SEITA (Societe Nationale d’Exploitation Industrielle des Tabacs et Allumettes), the former French tobacco monopoly which produced matches and tobacco products within the state of France. A Time magazine article from 1926 explains that the autonomous sinking fund was put in place as a method for internal debt to be “repaid under the supervision of non-partisan experts,” namely “outside of Parliamentary control” (http://www.time.com/time/magazine/article/0,9171,729426,00.html#ixzz1TobXyLBP). Today, SEITA has joined forces with Tabacalera, the Spanish state-owned tobacco monopoly, to create Atladis.
Fashion, Female, Luxury
