Shiseido Graph, (Shiseido Graph in its Spanish translation) is a Japanese monthly publication with a style with an abundance of images from which 50 numbers came out. Women and their role in society appears as the undisputed protagonist in which their independence is praised. The publication remained present from June 1933 until September 1937.
BackgroundShiseido Graph, produced by the Shiseido multinational that was founded in 1872, created the new magazine in 1933, considered the successor of Shiseido Geppo, a publication that had a longer duration. his predecessor was present from November 1924 until February 1931. After a period of two years of inactivity, Shiseido would find in Shiseido Graph again one of his publications of but with which maintained great differences of style. Style
The publication changed its style and format with respect to its predecessor Shiseido Geppo. This new publication adopts a style in which the main protagonist is the visual giving priority to the image over the textual.
The image of the woman is the main protagonist of the publication to which the brand Shiseido aims to raise socially through the diffusion of a little developed content in Japanese culture and society of the first third of the twentieth century. > Content
Shiseido Graph avant-garde style, in search of elegance, gave a great prominence to the photograph on the text that sought to create a different image of the woman than had been up to that time. The images that appeared were novel for the Japanese society of the time in which they illustrated women practicing for example different sports like tennis, cycling, golf or skiing. It looked for an image that was approaching the international modernism that was being implanted in other countries.
In addition to all this, many other aspects of an advanced society were visible, which sought similarity with the more developed countries of both Europe and North America with the vision of a high modern lifestyle but to which the vast majority of the Japanese population did not have access.
https://www.shiseidogroup.com/beauty-art/hanatsubaki/
https://ocw.mit.edu/ans7870/21f/21f.027/shiseido_01/sh_essay03.html
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