Fashions for the millions is essentially a poster. Fairly lightly toned covers are favoured they are cheerful and characteristic of the paper and help it to be recognised." So much for the magazine field. Now for the problem of art and feature editors of daily news papers. For them St. John Cooper, of the Daily Express, can speak with authority. First, he demands more life and situation in newspaper fashion work. He feels it will take centuries to break down the catalogue traditiontwo women looking vacantly at each other, or standing in stupid, statuesque, near-Slade poses." Even good illustrators are haunted, it seems, by this interpretation of fashion, and provide flat and uninteresting work. He feels that if the best illustrators were crossed with the best catalogue artists, something good might be produced. The thing I want to do particularly," he says, is to get somebody to draw live people doing something real and amusing, showing fashions almost by accidentand perhaps getting a little more humour into them. We are not selling new things we are reporting, which gives freedom from the sales angle. Ideas are essential, and no less essential is an ability to understand and interpret other people's ideas." Drawings by Pearl Falconer {left) and Francis Marshall {right) for the daily MAILFalconer using a spirited and seemingly careless line technique Marshall introducing additional variation by laying on a mechanical tint. The technical limitations of newspaper work are formidableyet both artists have managed to suggest complete freedom in their work. 150

Commercial Art / Art and Industry en | 1940 | | page 28