Plate 37, from the Fans of the Period series (N7) for Allen & Ginter Cigarettes Brands

Art Historical Context

Step into the vibrant world of 19th-century advertising with *Plate 37* from the *Fans of the Period* series (N7), a delightful chromolithograph produced in 1889 by Allen & Ginter in collaboration with Schumacher & Ettlinger. This tiny gem, measuring just 2¾ x 1½ inches, was one of the collectible trading cards tucked into cigarette packs—a clever marketing ploy by the pioneering tobacco company. Part of a series celebrating the elegant fans that defined Victorian fashion, it captures women gracefully wielding these accessories, symbols of refinement, flirtation, and social grace. Chromolithography, the medium here, revolutionized commercial printing with its bold, multi-layered colors, making high-quality images affordable and mass-producible. Issued during the Gilded Age, these cards fueled a collecting craze among adults and children alike, blending artistry with commerce. As ephemera from the Drawings and Prints department at The Metropolitan Museum of Art, this piece highlights how everyday objects documented cultural trends, from women's attire to leisure pursuits. Housed in The Jefferson R. Burdick Collection—a legendary gift of over 30,000 American cards—this print offers a window into late 1800s consumer culture. Imagine Victorian ladies fanning themselves at a ball; it's a snapshot of glamour in miniature form!

About the Artist

Allen & Ginter|Schumacher & Ettlinger

Allen & Ginter, the pioneering American tobacco firm based in Richmond, Virginia, emerged around 1880 from the partnership of John F. Allen and Lewis Ginter, evolving from Allen's earlier John F. Allen & Company. Allen retired in 1882, succeeded by John Pope, yet the brand endured under Ginter's leadership, employing over 1,100 workers—mostly women—for hand-rolled cigarettes by 1886. Ginter, a Dut...