We Moderns was created expressly for Saks Fifth Avenue in 1928, other products such as face powder , eau de cologne, talcum powder, face powder, bath powder, bath oil and bath salts were also introduced.
The perfume name may have been inspired by the motion picture of the same name, but it appears that Saks Fifth Avenue used the phrase "we moderns" when advertising themselves in 1920s newspaper ads. Saks advertised that "They know what they like - these "moderns" as Saks calls its family of urbane patrons. They can tell a Chanel frock from its Broadway "twin" in the wink of an eye. They know when a turban has the Agnes flair - without looking at the name tag. Try to sell them something else and see!"
Jean Dupas (1882-1964) created a lovely poster for We Moderns perfume. Photo by International Poster Center.
The perfume name may have been inspired by the motion picture of the same name, but it appears that Saks Fifth Avenue used the phrase "we moderns" when advertising themselves in 1920s newspaper ads. Saks advertised that "They know what they like - these "moderns" as Saks calls its family of urbane patrons. They can tell a Chanel frock from its Broadway "twin" in the wink of an eye. They know when a turban has the Agnes flair - without looking at the name tag. Try to sell them something else and see!"
It seemed very appropriate at the time when other department stores were introducing their own perfumes that Saks should follow with one bearing their special "nickname".
Fragrance Composition:
So what does it smell like? It is classified as an aldehydic spicy floral fragrance for women.
Bottles:
The We Moderns line was packaged in the colors of silver and Nile green, which would have been considered quite "modern" at the time. The perfume and powder boxes are covered in metallic foil paper and have the Nile green serigraphy and trimming. The boxes display an Art Deco scene of a woman holding a large vase and pouring it over her hair and shoulder by Jean Dupas (here are similar images by Dupas). The bottles have the Nile green serigraphy printed onto the glass.Take special notice of the three different types of font used for the name of the fragrance on all three items below.
The deluxe parfum bottle below is made of molded glass with a base that has a cut and polished bevel on the front and back. The stopper is also molded but has cut and polished edges and has a ground plug. The front of the bottle has "We Moderns' and "Saks Fifth Avenue" in jade green serigraphy. The bottle is not marked as to manufacturer or place of origin, so I would venture a guess that it is American made. REFERENCE: Leach, Ken / 2006 Rago Seventh Lalique Auction with Perfume Presentations / page 17 (valued $550.00 -$950.00 with box)
1928 Saks Fifth Ave. We Moderns perfume bottle and stopper, clear glass, enamel label, Bakelite cover and base, box. 4 1/4 in. photo from Perfume Bottles Auction.
The box is 5" square and 2 1/2" high. The powder has never been opened and has the unused puff. Photos from ebay seller ladyrosee
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