Art: Rackham

“He introduces his art to America via Cashmere Bouquet Soap,” reads the headline in an advertising pamphlet issued by Colgate & Co. Arthur Rackham, distinguished British artist, has painted an advertising series in the interest of national cleanliness and fragrance.

No longer will it be necessary for admirers of this eminent painter’s queer, gnarled and gnomish trees and ladies in old-fashioned caps and flounces, to seek his work in the Luxembourg Museum in Paris, the Tate Gallery (London), the Municipal Collections of Vienna and Barcelona. They may be found wherever soap is likely to be sold or advertised.

The incident is curiously paralleled by the episode of the use of Bubbles, a painting by Sir John Everett Millais, famed Englishman, for advertising purposes by the Pear’s Soap Co. Millais, however, did not connive at the commercial use of his art. On the contrary, it was done without his knowledge; and his wrath knew no bounds when he discovered it.

According to Colgate & Co., Mr. Rackham was induced to become a commercial artist by a persuasive young woman who was able to point out to him the splendid facilities offered by the soap interests for the introduction of his work to the U. S.

The precedent is probably a wholesome one. U. S. commercial art has been a little behind that of the leading continental countries.