Modernism

Modernism encompassed the years 1918 through 1940. This interwar period was a time of tremendous industrial growth and dramatic changes in society, especially for women. The early phase of Modernism is known as “Art Deco” and emphasizes flat, angular geometric shapes and hard edges. The latter phase is designated “Streamline.” It is manifested in curved geometric shapes and repetitive linear arcs suggesting motion waves produced by automobiles, planes and ocean liners.

Women’s fashion was transformed during this period. The modern female body was young, active and lithe. Loose 1920s chemise dresses with shortened hems revealed arms and legs and allowed for ease of movement. Clinging bias-cut and backless gowns of the 1930s provocatively exposed every curve of the female form. Fashion designers such as Chanel, Vionnet, Lelong and Patou all introduced perfumes during this time.

Modernistic perfume bottles and related packaging displayed a design aesthetic geared to monochromatic starkness and abstraction highlighted by metallic streaks and edging, especially chrome. Even during the economic turmoil caused by the Depression, luxury perfumes continued to sell well, likely used as a form of escapism to counteract the economic and growing political disillusionment of the period.