Art Déco Showtime, Paris, 1925

The international design fair Exposition Internationale des Arts Décoratifs et Industriels Modernes, held in Paris in 1925, was the catalyst for the most significant worldwide Art movement of the 20th century. The Expo was an acknowledgement, a coming of age, a culmination of form and function know-how into Art Déco. It gave it prominence and status, the lettres de noblesse it deserved. The fair was a resounding success with the general public, and yet at the same time it was criticised by artists and insiders for its somewhat elitist approach, for its ostentatious display of deluxe utopia, and ultimately for its disconnect from the reality of the world. Its wasteful character was panned too as the luxury pavilions hosting the show were only to be temporary structures, meant to be dismantled afterwards, not kept in-situ. Yet no expense was spared for the event: a frivolity, as post-war reconstruction was costing the nation a pretty penny and moods were still sombre from the destruction of war. There was though no better way to introduce Art Déco to the world than with a bang!

Porte d'Honneur, photography by Georges Buffotot.

The necessity of rebuilding cities, towns and villages was handled hand in hand with foresight in order to bring style into livelihoods. Thus modernism in its clean lines, in its avant-garde, optimistic, future-embracing approach, was elected. The brief was all about breaking away from previous styles while cultivating a strong personality. WWI had profoundly broken the West and there was a willingness to start afresh, to start anew and to give design one's best shot and inject awe, pride and a strong presence into it! This didn't just affect architecture. Art Déco spilled across the decorative arts and crafts, clothing fashion, automobile, graphic design, typography, product design and more.

Art Déco celebrated a renaissance:

the return of life after the sheer brutality of war.

The Art Déco phrase was coined right out of the Expo's name; Art Déco being short for Arts Décoratifs (Decorative/ Applied Arts). Finally the movement that had been organically spreading since after the war, and which was gathering momentum, had a name. A French name that would come to be recognised all over the world without the need to translate it into a different language. Now, almost a century later, the prospect of diving straight into the rare photographic testimonies of the Expo, laid out for us by the Musée des Arts Décoratifs itself, is pure delight for every Art Déco fan and historian!

Boutiques du Pont Alexandre III: Boutique No.26, Siegel.

Source: All photography via the Exposition Internationale des Arts Décoratifs et Industriels Modernes dossier by the Musée des Arts Décoratifs. (1) Porte d'Honneur, night time photography by Georges Buffotot, Fonds Edition Albert Lévy, inv. EAL-011. Photo distr. © Les Arts Décoratifs/ Editions Albert Lévy. (2) . (3) .

Master craftsman Edgar Brandt was involved in the construction of the Porte d'Honneur.