This splendid advertising card was created to advertise the 1926 Fox picture Fig Leaves that was screened at the Capitol Theatre in the Haymarket, London in October 1926, along with a stage fashion show provided by the department store Stagg and Russell in Leicester Square.
Merci et Cie the Movie Modiste
Post World War 1 there was renewed optimism for the British Film industry and various moves were made to improve the quality of productions with effective and original costume design recognised as being of crucial importance. Between 1919-1922 this was evident by the formation of two dress designing departments at the newly formed Islington studio for Famous Players Lasky, headed by Marcelle de St Martin and the Alliance Studios, headed by Gladys Jackson. But there were various other independent designers rising to the occasion as well. One such person was the fashion designer and costumier Mde de Petier of Merci et Cie (sometimes spelt Mercie) based at 90 Charing Cross Road, whose business was described as ‘milliners.’
On watching the film closely (once again) I saw something that had not registered before – a rather tantalising and interesting visual connection – that the famous dress-designer Dolly Tree made an appearance in Alfred Hitchcock’s The Lodger (1926)
Marcelle de Saint Martin and British silent film
French born Marcelle De Saint Martin, became the first true head of a cohesive costume or wardrobe department for a British film studio beginning work at the Islington film Studio in the early 1920s.