While not invented by it, 1911’s Le Choses de Paul Poiret vues par George Lepape – a small folio of pochoir plates depicting George Lepape’s interpretations of Paul Poiret’s couture – certainly made the idea of limited-run high-quality art-as-fashion-advertisement viable in pre-War Paris. Lepape himself became arguably the most famous of the du Bon Ton illustrators, working at various times for all of the magazines and couturiers in France (and many in America).

His dominance of the cover of VOGUE – including the Armistice Day cover – was rivaled only by Benito.