Roseland Studio (artists) for Willetts & Sons (retailers)
Pen and ink on paper
Museum no. E.3232-2004
Presented by Mrs Pamela Joan Gordon in memory of her father, George Frederick Willetts (1893-1961)
This design is from the packaging company Willetts & Sons, which was based in London from 1910 until the 1960s. The company made paper bags, card boxes, labels and tickets for a range of different clothes stores. Sometimes they employed artists to illustrate these items.
This example was drawn by a commercial artist at the little-known Roseland Studio in the 1920s. It shows a glamorous young woman wearing a fur-trimmed coat in the latest style, together with a cloche hat and bobbed hair. The coat is straight and rather tubular, with a dropped waist, reflecting the androgynous silhouette of the decade. Such an image was clearly designed to appeal to fashionable customers and to reflect well on the clothes store which used it.
The V&A holds over 40 similar designs from Willetts & Sons.