Mitsukoshi Gofukuten

The poster shows an imagined version of a modern woman called a moga, who was like a Japanese flapper. She poses gracefully, like a ballet dancer, and looks like a combination of a butterfly and a woman—a kind of fairy in a garden. Her elegant pose is inspired by the Art Nouveau movement. What's interesting is that she's not wearing a traditional kimono. Instead, her style is influenced by Western fashion. Her hair is cut short in a bob, and she's wearing a flapper dress. This poster represents the start of a modern image of women in Japan.