Singer Advertising Card Collection

This collection of 50 chromolithograph cards depicts people from around the world, dressed in traditional clothing and posing with Singer sewing machines. The images, combined with the accompanying text, provide perspective on popular representations of race and ethnicity during the rise of industrialization and consumer culture.

Singer Manufacturing Company Advertising Cards

The sewing machine producers, Singer Manufacturing Company, made these chromolithographic advertising cards in the 1890s. Each card features people from a different country dressed in traditional clothing and posing with Singer sewing machines. The rich color and high level of detail in the chromolithographs make these images enduringly engaging while the accompanying text provides insight into contemporary discourses on race, ethnicity, consumerism and industrialization.

History of Singer

Founded in 1851 by Isaac Merrit Singer and Edward Clark as I.M. Singer & Company, the company introduced a machine that utilized an up-and-down motion of the needle and foot-treadle power in contrast to previous sewing machines that used side-to-side needle motion and hand-cranked power. The innovations proved popular, and in 1855 Singer was the largest sewing machine company in the world and won a first prize at the World's Fair in Paris. By 1890 Singer had factories in North and South America, Canada and Europe, and had an 80-percent share of the world market. Today Kohlberg & Company owns Singer, which continues to produce electronic sewing machines and other consumer products.