Léon BENIGNI (1892 - 1948)
An Elegant Couple: Design for the Cover of the Magazine Voici La Mode / Art Goût Beauté
Gouache and black ink, over an underdrawing in pencil, on paper laid down on board.
Signed lbénigni at the lower left.
Inscribed VOICI LA MODE and ART GOUT BEAUTE at the top.
Further inscribed chanel and Brun Rouge / soulin on the reverse.
326 x 225 mm. (12 7/8 x 8 7/8 in.)
The monthly magazine Voici La Mode / Art Goût Beauté was launched in 1920 under the title 'Les succès d’Art Goût Bon Ton.' By October 1921, however, the title had been changed to Art Goût Beauté, taking the initials of its founders, the Lyonnais textile manufactory Albert Godde Bedin et Cie. Aimed at an affluent clientele, the magazine sought to promote luxurious fabrics and fashions to a readership who could afford to dress in the French haute couture fashions of the time. Presenting the designs of the most sought-after Parisian couturiers – including Jeanne Lanvin, Lucien Lelong, Jean Patou, Paul Poiret and the House of Worth - Art Goût Beauté’s artistic director Henri Rouit commissioned drawings from the leading illustrators of the day, notably George Barbier, Paul Iribe and Georges Lepape. Each issue was rich in both advertisements and colour illustrations, some of which were tipped-in. The magazine began incorporating photography in the 1930s, and in 1933 the title was changed again, to Voici La Mode / Art Goût Beauté, with each issue illustrated only with black and white illustrations.
The woman in this gouache drawing is wearing a dress designed by Coco Chanel (1883-1971).