This fabric design resulted from a unique collaboration between Australian artists and the commercial textile industry during 1946-47. The enterprise was remarkable because it was then common practice to buy fabric designs from overseas for printing in Australia.
Claudio Alcorso director of Silk and Textile Printers, invited a large group of Australian artists to make designs for furnishings and fashion. After a trial run in 1946, the 'Modernage' range of fabrics was launched the following year and exhibited at Sydney's Hotel Australia, where girls dressed in some of the fabrics sold copies of the specially produced book 'A new approach to textile designing by a group of Australian artists', published by Sydney Ure Smith. The latter illustrated 46 designs by 33 artists with notes by each artist and essays by key figures in the enterprise, including Art Gallery of New South Wales director Hal Missingham. While some artists worked as though creating paintings, others like those shown here, gave greater consideration to the need for repetition of the design whilst preserving an overall unity of effect.
There was widespread publicity, with newspaper and magazine stories and displays in the windows of David Jones department store. The fabric range was displayed to similar acclaim in Melbourne, with subsequent tours to the USA and Canada. Despite both critical and popular acclaim however, it met with only limited commercial success, which Alcorso later attributed to a post-war climate of conservatism in Australia.
screenprint on rayon
23.2 x 38.5 cm sight; 43.8 x 59.2 cm frame
Gift of Claudio Alcorso 1971
Not on display
© Estate of Desiderius Orban
Shown in 2 exhibitions
Art in industry: as applied to textiles, Hotel Australia, Sydney, 02 Sep 1947–06 Sep 1947
The three O's: Orban, Olsen & Ogburn:
- Orange Regional Gallery, Orange 18 Oct 2013–01 Dec 2013
- Art Gallery of Ballarat, Ballarat 07 Dec 2013–19 Jan 2014
- Muswellbrook Art Centre 31 Jan 2014–02 Mar 2014
- Manly Art Gallery and Museum, Manly 21 Mar 2014–27 Apr 2014
- Maitland Regional Art Gallery, Maitland 02 May 2014–29 Jun 2014
- Artspace Mackay, Queensland 11 Jul 2014–31 Aug 2014
Referenced in 13 publications
Australian artists', Art and design, 'Textiles, pg. 31-31, Sydney, 1949, 30-31.
Deborah Edwards., Australian decorative arts, 'Australian decorative arts at the Art Gallery of New South Wales', Sydney, 1991, 1-4, 27.
Christopher Menz, Craft Australia, '1946. Modernage fabrics', pg. 72 - 77., Sydney, Summer 1987, 71-77.
Mollie Westhoven, Argus, 'Cut comes to industry', pg. 12-13, Melbourne, 15 Oct 1947, 12, 13.
Editor Unknown (Editor), The Sydney Morning Herald, 'Art accent in textile show', pg. 13, Sydney, 21 Aug 1947, 13, (illus.).
The Australian Womens Weekly, 'Well-known artists style fabrics', pg. 43-44, Sydney, Aug 1947, 43-44.
Editor Unknown (Editor), The Sydney Morning Herald, 'Display of fabrics' in 'Women's news', pg. 9, Sydney, 02 Sep 1947, 9.
Editor Unknown (Editor), Argus, 'Professor's praise for fabrics' in 'The life of Melbourne, pg. 3, Melbourne, 07 Oct 1947, 3.
Australian home budget, 'Artists', Sydney, Oct 1947, 5.
Unknown (Editor), Artlink, vol.9, no.4, Summer 1989-90, 'Panel session: Claudio Alcorso: the experiment that failed', pg. 13-15, Adelaide, 1989, 13-15.
Editor Unknown (Editor), The Sydney Morning Herald, 'Australian artists design new textile fabrics', pg. 13, Sydney, 12 Jun 1947, 13.
Unknown, The crafts movement in Australia: a history, 'Chapter 5. The practitioners: 1940-1972', pg. 174-175 by Grace Cochrane., Sydney, 1992, 174-175, 419.
Unknown, A New approach to textile designing, by a group of Australian artists, 'Vision and confidence in art for textiles', pg. 8-32, Sydney, 1947, 22 ( illus.), 39. plate no. 24