三越呉服店 (此美人) Mitsukoshi Gofukuten (This Beauty)
Type of Work
Poster by Hashiguchi Goyō 橋口五葉 for the Mitsukoshi Department Store inTokyo in 1911. The design was the prizewinner of poster competition held by Mitsukoshi in 1911, beating over 300 other entrants, and earning the designer 1,000 yen in prize money. The poster, a lavish painting of a woman in a formal kimono lounging on a decorative Art Nouveau chaise lounge and perusing a book of ukiyo-e prints, was widely distributed and brought further attention to Hashiguchi. The poster is important for Hashiguchi's use of the bijinga theme, literally showing bijinga ukiyo-e prints in the poster's subject's hands with the bijin, or beautiful woman, rendered in the Western tradition of painting, honoring Japanese historical aesthetics as much as combining it with Western painting. Hashiguchi's deft depiction of the evolution of tradition brought him much acclaim.