The Birth of Department Stores: Fashion, Design, Toys, Advertising, 1852-1925 at the Museum of Decorative Arts in Paris from April 10 to October 13, 2024

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The exhibition "The Birth of Department Stores" at the Museum of Decorative Arts in Paris from April 10 to October 13, 2024, explores the evolution of Parisian department stores from 1852 to 1925, with a focus on fashion, design, toys, and advertising.
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What to expect

The exhibition "The Birth of Department Stores: Fashion, Design, Toys, Advertising, 1852-1925" is being held at the Musée des Arts décoratifs in Paris from April 10 to October 13, 2024. This exhibition marks the first part of a two-part series organized in collaboration with the Cité de l’architecture et du patrimoine, exploring the history of department stores from the mid-19th century to the present day.

The exhibition at the Musée des Arts décoratifs focuses on the period from the Second Empire to the International Exhibition of Decorative and Industrial Arts in 1925. It sheds light on the development and golden age of Parisian department stores such as Le Bon Marché, La Samaritaine, Le Printemps, Les Galeries Lafayette, and Les Magasins du Louvre. These establishments not only revolutionized retail but also played a significant role in the evolution of consumer society, fashion, the democratization of fashion, the invention of sales, and the emergence of children as a new target market. Additionally, the theme of mail-order sales is also explored.

The exhibition showcases diverse collections, including advertisements, fashion items, toys, and decorative arts, which constitute over 80% of the exhibited works. It provides insight into how these department stores reflect the industrial revolution, urban transformations under Baron Haussmann, the rise of the bourgeoisie, and the construction of the image of the Parisian woman.

The second part of the exhibition, taking place at the Cité de l’architecture et du patrimoine from October 16, 2024, to March 16, 2025, delves into the history of department stores from the mid-19th century to the contemporary era, with a focus on the emergence of exceptional commercial architectures that are both dazzling and functional. This part of the exhibition takes an international perspective, inviting visitors on a European tour of these iconic commercial architectures.

The exhibition curator is Amélie Gastaut, chief curator of advertising and graphic design collections.

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