The magazine "Les Idées Nouvelles de la Mode", subtitled "Robes, manteaux, blouse, chapeaux, lingerie, fanfreluches, originalités" (Dresses, coats, blouses, hats, lingerie, frills, originality), was published for the first time in January 1922. This periodical centre stages the trends of the leading couture houses and milliners of the 1920s. It was under the artistic direction of G.-P. Joumard who also run the "Très Parisien" from 1920 to 1935. The covers and plates were signed by "Joujou" (Germaine Joumard's nickname and pen name), Germaine Paule, Dory, Thylo, Colette etc. The plates were gouached onto translucent paper, then affixed to cardboard, using the same process at the plates published in the "Très Parisien". As the seasons went by, texts by Renée Bonheur and Fany Grèges described the trends as seen by couturiers such as Madeleine et Madeleine, Jenny, Drecoll, Poiret, Redfern, Patou, Beer, Doucet, Lelong, Suzanne Talbot, Rodier, and through the eyes of milliners like Jane Blanchot and Lewis.
Click below to discover the "Les Idées Nouvelles de la Mode" fashion magazine flipbooks from 1922 to 1929