Nagoya Cosmetic Cultural Festival. Gelatin silver print, 1952, 7.8 x 11.5 cm, Fujita Cosmetics Collection.

The large scale Cosmetic Cultural Festival which was organised by the Nagoya Association of Cosmetics and was participated in by more than 300 shops, was held to promote the use of cosmetics. The festival involved more than just retail promotions, as it included events such as a parade of floats and a beauty pageant. In this photo the Kose cosmetics decorated float is seen ready for the parade. The mechanic on the right came from Gifu and was a war veteran. His experience of driving the Mitsubishi-manufactured Type 95 Ha-Go light tank had made his job easy. He had never imagined his work could somehow be related to women.


「ナゴヤお化粧文化まつり」、ゼラチン・シルバー・プリント、1952年、7.8 x 11.5 cm、藤田化粧品蔵


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