Beach Time in Deauville in 1920
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Vintage Silver Gelatin photograph
13 x 18 cm / 7.08 x 5.11 inches
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PHOTOGRAPHY CONTEXT
Deauville is a commune in the Calvados département in the Normandy region in northwestern France. Major attractions include its harbour, race course, marinas, conference centre, villas, Grand Casino, and sumptuous hotels.
Deauville is regarded as the "queen of the Norman beaches" and one of the most prestigious seaside resorts in all of France. As the closest seaside resort to Paris, the city and its region of the Côte Fleurie (Flowery Coast) has long been home to French high society's seaside houses and is often referred to as the Parisian riviera.
Since the 19th century, the town of Deauville has been a fashionable holiday resort for the international upper class. Deauville is also a desirable family resort for the wealthy.
In the 1920s and 1930s, doctors claimed that the sun, "water and air were good for health and cured diseases, especially tuberculosis. This is when aeriums, preventoriums and sanatoriums appear,” explains Pascal Ory. The legitimization of the benefits of the sun by the hygienist discourse of health professionals notably marks the advent of heliotherapy.
Hence the expression "to sunbathe", in the literal sense. To this medical argument is also added an aesthetic argument, which Gabrielle Chanel and Jean Patou, icons of the avant-garde, will make trendy during their trips to Deauville, Biarritz or on the Côte d'Azur.
During this period, women from Western elites had their eyes fixed on the French Riviera. Tanned skin is becoming a new attribute of beauty and, above all, a chic mark of social superiority. In the process, bikinis arrived in 1937, at the same time as outdoor sports activities.
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