Yumeji's Kawaii 006 (Commercial Art and "Modern Kawaii")

商業美術と“モダンかわいい”　Commercial art and "Modern Kawaii"

夢二が活躍した大正時代は、大正12年（1923）の関東大震災以降、急速な都市化が進み、東京はモダン都市として発展し、暮らしを豊かにする商品が次々と誕生しました。高級なイメージ戦略を展開した百貨店、また街にはカフェーやキネマ（映画）も流行して、モダンガールとモダンボーイたちが買い物や娯楽を楽しむ場所も増え、個人の消費活動がさかんになりました。

この消費生活の向上を背景に、夢二の仕事は商業美術にも広がります。 高級果物店「銀座千疋屋（ぎんざせんびきや）」の広告デザインや、日本初の百貨店「三越」の商品ＰＲと文芸面を充実させた雑誌「三越」の表紙も担当しました。

これらの仕事に携わった昭和初期、夢二は当時流行したアール・デコ様式から影響を受け、モダンで都会的なデザインを手がけます。洗練された図案の中にも、柔らかな筆遣いとあたたかみのある配色によって、夢二は親しみやすいデザインに仕上げました。 ★★★ During the Taisho period, when Yumeji was active, rapid urbanization had progressed since the Great Kanto Earthquake in 1923. Tokyo developed into a modern city, and products that enriched people's lives were born one after another. Department stores that deployed high-end image strategies opened, cafes and cinemas became popular in the city, and the number of places where modern girls and boys could enjoy shopping and entertainment increased, which led to increased individual consumption activity.

With this improvement in consumer life as a backdrop, Yumeji's work also expanded into commercial art. Yumeji was in charge of advertising designs for the high-end fruit store "Ginza Senbikiya", and the cover of the magazine "Mitsukoshi", which promoted products for Japan's first department store "Mitsukoshi" and enriched its literary section.

During the early Showa period, when he was involved in these projects, Yumeji was influenced by the Art Deco style that was popular at the time, and created modern, urban designs. Even though the designs are sophisticated, Yumeji used soft brushstrokes and warm color schemes to create friendly designs.

＊写真：「竹久夢二　かわいい手帖」（石川桂子編、河出書房新社）　

Photo & Words from "Takehisa Yumeji Kawaii Notebook" by Ishikawa Keiko (Takehisa Yumeji Museum)

夢二探訪　Discover Yumeji | 詩画人竹久夢二