The 21st-century fashion calendar revolves around fashion weeks in New York, London, Milan, and Paris, where buyers travel the globe to source collections for their boutiques. What struck me about Mademoiselle Gioust’s advert in the Morning Chronicle was how closely her message mirrored that of modern fashion buyers. It became clear that, alongside inspiration from her peers and Parisian women, Mademoiselle Gioust likely returned from her own buying trips with “novel and elegant articles.”

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The branding for Gioust reflects this concept, with models framed as though displayed in the windows of her boutique. The imagery captures the spirit of a buyer willing to travel widely, echoing the energy of adventuresses of the time such as Jeanne Barret and Lady Hester Stanhope. It presents the perspective of someone seeking unique, standout pieces to delight discerning clients.