[FASHION] Presage: Paris Fashion Forecast. Group comprising the the first three numbers of Presage. Paris: Societe d...
. Group comprising the the first three numbers of Presage. Paris: Societe d'Editions de Modes, March, June, and September 1962. Three volumes. Comprising Number 1, 3 parts in 1, published in March of 1962 predicting the fashion trends for spring and summer 1962, winter 1962-63, and summer 1963, an unnumbered copy from the estimated edition of 300 sets. The contents loose single sheets or folded signatures as issued, housed in the original yellow chemise and slipcase. 11 x 9 1/4 inches (28 x 24 cm); 256 pp. of reproduced fashion drawings, text and captions in English all printed in vivid colors describing the approximately 250 mounted, inlaid and overlaid color samples and fabric swatches in lace, wool, cotton, silk, leather and other materials inlaid or affixed to the card sheets; also included are 3 loose photographs and 15 mounted photographs (some in color) depicting models in various fashions; inserted at. p. 111 is an envelope containing 7 black and white photographs depicting models in fashions by Christian Dior, Nina Ricci, Yves Saint-Laurent and others flashing back to spring 1962. Number 2, 3 parts in 1, published in June 1962 predicting the fashion trends for summer 1962, winter 1962-63, and spring-summer 1963, this copy numbered 25 from an estimated edition of 300 sets. The contents loose single sheets or folded signatures as issued, housed in the original aqua-blue folding case. This issue is sized as above and contains 232 pp. with text and illustrations describing the approximately 225 fabric swatches and color samples within, this issue with 1 loose photographs and 3 mounted photographs, other photographic illustrations, etc. Number 3, 3 parts in 1, published in September 1962 presenting current fashion trends and predicting those for spring-summer 1963 and winter 1963-64, this copy numbered 9 from an unknown edition. The contents loose single sheets or folded signatures as issued, housed in the original gray folding case. This issue is sized as above and contains 246 pp. with text and illustrations describing the numerous fabric swatches and color samples within, this issue with 2 loose photographs and much other illustration, etc. This issue without pages numbered 147/148 or 189/190 although the pagination of the entire series is erratic. The cases of each issue with some staining or light wear, the contents very near fine with some creases to corners and other signs of infrequent handling, some offsetting from color samples or swatches, a few of these swatches and samples possibly detached, the first two numbers presumed complete but given the erratic pagination, high number of inserts, and scarcity of copies for comparison the lot sold as is.
The first three numbers of Presage, the visionary 1960s periodical which sought to predict the colors, styles, cuts, and fabrics of the coming seasons of Parisian haute-couture and pret-a-porter fashions in the expansive era of Yves Saint-Laurent, Christian Dior, Pierre Cardin, Guy Laroche, Capucci and Chloe. Presage was envisioned as an industry quarterly but skewed traditional publishing formats and forbid advertising in favor the massive assemblage of up to the minute color samples and fabric swatches paired with graphically appealing texts, photographs and illustrations each on an unbound card which could easily be spread out on a cutting room table. Presage presents the peak of 1950s modernism and predicts the vibrant colors of the psychedelic 1960s. It is estimated that only 300 copies of the first issues were produced, each of which weighed over 9 pounds and carried an annual subscription price of $750, clearly orienting it towards the highest levels of the fashion industry rather than the common world of trade journals and mass market magazines. Alas, the publication proved quite costly to produce and with subscriptions to the unusual periodical slow to catch on, Rosita Fanto was hired as its American agent, editor and publisher and its format was reduced in the years to come. These issues are offered as part of this publisher's archive and while Presage is held institutionally we find no copies in the auction record.
C Estate of Rosy Fanto
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