Taisho Imagery: The Genesis of Modern Design

"Taisho Imagerie" refers to printed images such as book designs, magazines, postcards, and posters that colored people's lives from the late Meiji period to the early Showa period, primarily during the Taisho era (1912-1926), about 100 years ago. The term "imagerie" comes from the French word meaning images or imagery.

This era was a period of blooming creativity when Japanese graphic design truly flourished, against a backdrop of rapid advancements in printing technology, the spread of Western bookbinding, and the development of commercial art.

With the emergence of department stores and theaters, and the popularization of mass entertainment like music and cinema, design deeply permeated people's daily lives.

These printed materials, which can be considered the origin of modern design and illustration, embody the tremendous vitality of the creators of that time.

Many talented artists were involved in this era of vibrant popular culture. Hisui Sugiura, a pioneer of graphic design, and Yumeji Takehisa, who gained immense popularity with his melancholic female figures known as "Yumeji-style beauties," are symbolic figures of this period.

However, as times changed, the world became increasingly tinged with war, and with the entry into a wartime system after the Manchurian Incident in 1931, strengthened control over information and publishing led to its demise.

Here, I would like to introduce representative artists of Taisho Imagerie.

Hisui Sugiura: Pioneer of Japanese Graphic Design

Hisui Sugiura (1876-1965) was a designer active from the Meiji to Showa periods and a pioneering figure in Japanese graphic design.

The catalyst for his serious pursuit of a career as a designer was the return of Western-style painter Seiki Kuroda from France in 1901 (Meiji 34).

His experience of viewing and eagerly copying reproductions, books, and photographs in the Art Nouveau style that Kuroda brought back profoundly guided Hisui towards a major career change.

At the core of Hisui's creation was a profound spirit of "shasei" (sketching from nature).

For him, shasei was not merely a reproduction of external forms during the observation of natural flora and fauna.

It was an act that fostered a modern design sensibility, sharply grasping the essence of a motif and reconfiguring it into a cohesive form.

 

"Complete Works of English World Masterpieces" published in May 1928 (Showa 3)

One volume from a series of 40 translated and bilingual books. While a practical book for study, its cover boasts a beautiful design with a scent of Showa modernism, elevating the book itself to an art form.

In 1908 (Meiji 41), Hisui joined Mitsukoshi (then Mitsukoshi Dry Goods Store). This marked the beginning of his remarkable success.

His urban, modern, and approachable expressions quickly captivated the public of that time.

Until his retirement in 1934 (Showa 9), he was solely responsible for designing posters and publicity magazines such as "Mitsukoshi Times" and "Mitsukoshi," building a golden age so renowned that it was said, "Is it Mitsukoshi's Hisui, or Hisui's Mitsukoshi?"

He also served as an advisor to Lacto Co., Ltd. (now Calpis Co., Ltd.), demonstrating his leadership as a frontrunner in Japanese commercial art.

What is surprising is that he actually studied abroad in Europe after fully establishing his brilliant career in Japan, from 1922-1924 (Taisho 11-13), when he was 46 years old.

The fact that he independently and sharply grasped the essence of design through daily "shasei" even before experiencing Europe firsthand, attests to his exceptional eye and genius.

Hisui Sugiura, who pioneered his own path in an era when the concept of design was not yet clearly defined, is truly the father of Japanese graphic design.

His refined aesthetic continues to amaze us with its freshness, even across time.

"Water of Japan" published October 1934 (Showa 9)

An astonishing record of research by Kaiun Mishima, the founder of Calpis, scientifically and practically exploring the water environment in the early Showa period. The design was by Hisui, and the calligraphy for the title was by Toru Hata, who later served as president of Kyoto Imperial University.

Yumeji Takehisa: An Artist of Lyricism and Avant-Garde who Adorned Taisho Roman

Yumeji Takehisa (1884-1934) was a painter who produced numerous illustrations and frontispieces for children's magazines, embodying the lyricism of Taisho Roman.

In 1914, he opened "Minatoya Egasoten" in Nihonbashi, selling chiyogami (decorative paper), picture envelopes, stationery, and other items he designed himself.

This place became a cultural hub where young artists who admired Yumeji gathered and sometimes showcased their works.

His "Yumeji-style beauties," with their large eyes filled with melancholy, became the object of admiration for women of that time, gaining immense popularity in design fields such as women's magazines.

Their attire and expressions vividly reflect the dreams of women and the spirit of the times, swaying amidst the waves of modernization.

Moreover, while keenly aware of the latest trends such as Cubism and Futurism through overseas art magazines, Yumeji also sought to integrate them with Japanese traditions.

He had a deep interest in ukiyo-e, and traditional motifs and Edo-period sensibilities are scattered throughout his works.

Yumeji's lyricism and avant-garde nature profoundly influenced the next generation of artists.

He vividly colored an era where design permeated every corner of people's lives with the advent of a consumer society, using his unique sensibility. 

"Secret Stories of Love" published September 1924 (Taisho 13)

A book in which Yumeji himself penned words and episodes of love with his delicate sensibility. The binding features an avant-garde design from the period when Yumeji was approaching Futurism, embodying the modern design trend of the late Taisho era.

"Taisho Imagerie," the passionate popular designs of yesteryear, drawn by artists with free spirits.

ANTE Collectibles is comprised of the collection of one man who spent his life immersed in this captivating world of imagery.

A multitude of cherished prints and printed materials that were once in someone's pocket, placed on a family table, and consumed as part of everyday life. These "everyday designs," loved by one man and preserved through turbulent times, have been passed down to us.

The continuation of the scenery we inherited, and even deeper materials expanding behind it, are progressively being unveiled on our online site.

Welcome to the swamp of images. We look forward to seeing you on the next page.

BOOK Selection by Personal Preference

ANTE Collectibles is comprised of the collection of one man who spent his life immersed in this world of "Taisho Imagerie." We are currently showcasing the continuation of the "everyday designs" that this man loved and preserved, which have now been passed down to us.