The ‘Gazette du Bon Ton’ was an important fashion magazine that led the fashions of the early twentieth century. It was published from 1912 to 1925 when it merged with ‘Vogue’ magazine. Each edition carried between eight and ten ‘fashion plates’, as the colorful stencil prints and lithographs were known, featuring the latest creations by the top designers of the time such as Vionnet, Poiret, Lanvin, and Worth. The pages were laid out in a most refined composition and in addition to articles on fashion, it also featured travel, sports and other subjects connected with a modern lifestyle.
In the magazine, the artist who made the illustrations for Madeleine Vionnet was Ernest Thayaht, an active member of the futurism movement who proposed the radical concept of ‘universal’ clothes that anybody could wear at any time. In 1921, he illustrated Vionnet’s clothes using futurist and cubist techniques, standing apart from the other illustrators of his time and developing a unique style.