Judging from the slick catalogues and glossy magazine spreads today, it’s easy to forget that modern furniture was once marketed as a time-saving solution to relieve women from hours of housework.
A Herman Miller’s 1940’s promotional booklet titled “An (sic) History of Modern Furniture from Prehistoric Times to the Post War Era,” gives the straight talk about the advantage of modern furniture over antique Chippendale-style pieces that were coveted during that time.
Herman Miller promotional brochure.
Written by the company’s first design director Gilbert Rohde and illustrated and designed by his wife Peggy Ann, it appeals to women who made buying decisions for households:
Chippendale designed homes with OODLES of servants who kept the carvings and curlicues dusted and polished.
Have you OODLES of dust-uppers?
Pardon the question.
Herman Miller Modern has no dust-catching gee-gaws. It is EASY to keep clean.
The “gee-gaws” Rohde refers to are the finely detailed wood carvings, curving cabriole legs, and ball-and-claw feet that’s come to be associated with the English cabinetmaker Thomas Chippendale. The ornate style dominated American furniture manufacturing until around 1770’s, and Chippendale antiques were highly prized and collected.
In the 16-page book, the Rohdes argued for the practicality of modern furniture. In contrast to previous styles, modern pieces were scaled to fit smaller apartments, were sturdy, customizable, and best of all had smooth, practical surfaces that can be dusted with ease. As with many things, it’s all about maintenance.
