Shelly's Gifts

Art Nouveau

How did the art nouveau movement affect artists,architecture, furniture, products, fashion, entertainment, etc?

Art Nouveau [meaning 'the new art'] actually began with a design sensibility rooted in the German publication 'Jugend', meaning 'youth' and the look it pioneered 'Jugendstil' or 'youth style'. Jugendstil is still the name for this aesthetic in much of the world.

Like the Arts & Crafts movement, it was a reaction to the fussiness and formality of what we now think of as the Victorian era. But while A&C was largely rural, nostalgic, and based on concepts of design, Jugendstil was expansive, forward looking, urban and urbane. Every aspect of life could reflect the Jugendstil philosophy.

Whether we call it Jugendstil or nouveau, the root was the same: the young, the new, a celebration of the bright in place of the dull; the curve in place of the straight; the fun over the formal; the naked instead of the clothed.

In visual art, the print and the poster came to the forefront, with bright colors and a stronger graphic sensibility than either the formalists or impressionists had embraced. A more playful approach to the artistic nude, embracing the sensual.

In architecture, the use of swooping lines and curling botanical shapes replaced the stark geometries based on 'classic' greek buildings. Again, a raw sensuality over the formalism of the past.

In furniture, curved shapes, often low and deeply padded allowed for lounging, reclining, and more relaxed postures than was possible in Victorian interiors. In fashion, an abandonment of both corset and bustle in favor of clothing that skimmed the body and reveled in it's contours.

In dance, a raw sexuality where many of the greatest stars performed nude or nearly so in the grand palaces of formal entertainment.

You could drive a nouveau style car wearing nouveau clothes to a nouveau club to listen to nouveau music, and return later to your nouveau apartment fitted in the nouveau style: it was a true revolution.

Sadly, it all seemed a bit flouncey and frivolous when WWI started, and by the time that was over, the world of style had moved on.

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