“In the late 1800’s new techÂnolÂoÂgy was changÂing the way the world worked, and the way that it looked,” the Vox video above explains. “Some peoÂple, espeÂcialÂly artists, livÂing through the techÂnoÂlogÂiÂcal revÂoÂluÂtion, were not so into all the new indusÂtry. To be blunt, they thought it was ugly.” They respondÂed with organÂic forms and intriÂcate patÂterns that evoked a pre-indusÂtriÂal world while simulÂtaÂneÂousÂly showÂcasÂing, and sellÂing, the most modÂern ideas and prodÂucts.
DrawÂing on the handÂcraftÂed aesÂthetÂic of the Arts and Crafts MoveÂment, the GothÂic revival, the florid, ornate paintÂings of the Pre-Raphaelites, a fasÂciÂnaÂtion with JapanÂese woodÂblock prints, and the strange, beauÂtiÂful illusÂtraÂtions of sea creaÂtures by Ernst HaeckÂel, artists began to chalÂlenge late VicÂtoÂriÂan orthoÂdoxÂies. The style we now know as Art NouÂveau emerged.
It went by many names: JugendÂstil, MonÂdernisme, Tiffany Style, GlasÂgow Style, Stile LibÂerÂty, SezesÂsionÂstil. Each idenÂtiÂfied a colÂlecÂtion of traits with which we are now familÂiar from the many hunÂdreds of posters and adverÂtiseÂments of the time. Grand, flowÂing lines, intriÂcate patÂterns, vibrant, often clashÂing colÂors, bold hand-letÂterÂing, femÂiÂnine figÂures and elabÂoÂrate, exotÂic themes….
The descripÂtions of Art Nouveau’s qualÂiÂties also apply to the poster and album covÂer art of the psyÂcheÂdelÂic 1960s, and no wonÂder, givÂen the sigÂnifÂiÂcant influÂence of the forÂmer upon the latÂter. The artists of the acid rock periÂod rebelled not so much against indusÂtriÂalÂizaÂtion as the milÂiÂtary-indusÂtriÂal-comÂplex. At the epiÂcenÂter of the moveÂment was the San FranÂcisÂco of JefÂferÂson AirÂplane and the GrateÂful Dead.
Venues like the FilÂmore and the AvalÂon adverÂtised the hipÂpie revÂoÂluÂtion with eye-catchÂing posters inspired by those that once lined the thorÂoughÂfares of Europe in an age before TV, radio, and neon signs. Art NouÂveau-like designs had already returned with the flower patÂterns popÂuÂlar in fabÂrics at the time. 60s graphÂic designÂers saw these seducÂtive styles as the key to a new psyÂcheÂdelÂic vision.
It’s easy to see why. FlowÂers, curves, peaÂcocks, updates of Art NouÂveau images from the past (includÂing skeleÂtons and roses)—dialed up to 11 with “eye-vibratÂing” colors—made the perÂfect visuÂal accomÂpaÂniÂment for the acid-flaÂvored RomanÂtiÂcism that took root durÂing the VietÂnam era. Even the fonts were poached from turn-of-the-cenÂtuÂry graphÂic art. Famous 60s designÂers like Wes WilÂson conÂfessed their admiÂraÂtion for modÂernism, “the idea,” WilÂson told Time in 1967, “of realÂly putting it all out there.”
Just as Art NouÂveau flowÂered into an interÂnaÂtionÂal style, with some preÂscientÂly tripÂpy manÂiÂfesÂtaÂtions in Brazil and othÂer places, so too did the 60s psyÂcheÂdelÂic poster, spreadÂing from San FranÂcisÂco to every corÂner of the globe. And as Art NouÂveau became the house style for the counÂterÂculÂture of the earÂly 20th century—celebrating sexÂuÂal and culÂturÂal experÂiÂmenÂtaÂtion and occult interests—it announced the birth of flower powÂer and its recovÂery of modÂernism’s expresÂsive freeÂdoms.
RelatÂed ConÂtent:
Behold the BeauÂtiÂful Designs of Brazil’s 1920s Art Deco MagÂaÂzine, Para Todos
Josh Jones is a writer and musiÂcian based in Durham, NC. FolÂlow him at @jdmagness




























