Ramon Casas and Miquel Utrillo gave birth to what was one of the most prestigious international art magazines.
The creation of the magazine
The spirit of renewal, which defined Europe at the end of the 19th century, took root in Catalonia thanks, in part, to the fundamental role played by the mythical magazine Pèl & Ploma. What has been the most emblematic and representative publication of Catalan Modernism, was born on June 3, 1899 and until its last publication, in 1903, which marked the end of the great era of Modernism, disseminated and promoted, in each of its 100 issues, the effervescence of the new intellectual and cultural scene.
Continuing the work initiated by Els Quatre Gats, L’Avenç and Catalònia, and inspired by the most prestigious European art magazines in the cultural field, Pèl & Ploma was conceived by the painter Ramón Casas and the artist and art critic Miquel Utrillo. In fact, the very name of the publication alludes to this creative duality. While the “Pèl”, Ramon Casas, was the illustrator, showing his masterful talent as a portrait and poster artist, the “lead” of this tandem was Miguel Utrillo, who, as the only editor of the magazine during the first year, achieved great prestige as a critic and expert on modern artistic culture. His faithful complicity with national personalities, such as Rusiñol, Zuloaga, Sorolla, Meifrèn or LLimona, added to his extensive knowledge of the best of modern culture and the new aesthetics coming from Europe, thus connecting Catalan modernism with the international scene.
Dissemination and success
Although they were the driving force behind and in charge of much of the published content, many illustrious personalities contributed to the magazine’s prestige. Among them, we can highlight the collaborations of Apel.les Mestres or Santiago Rusiñol, in the literary field, while, in the artistic field, they counted with the participation of relevant figures such as Picasso and Isidre Nonell.
In addition to these stellar collaborations, we must add Casas and Utrillo’s ingenuity in promoting the magazine. In order to gain new subscribers and spread the word about Casas’ drawings, the two artists once again demonstrated their keen expertise by encouraging promotional activities that could well be the forerunners of modern marketing strategies. To this end, they acted in 3 different directions:
On the one hand, they distributed facsimiles that they periodically handed out, helping to spread the magazine. Another of the ways they used was to hold art exhibitions at the Sala Pares in Barcelona, in which Casas’ drawings that had been published in the magazine, among others, were exhibited.
What was his first initiative was probably the one that had the greatest effect: Ramon Casas made several drawings as a gift for the annual subscribers, in gratitude for their loyalty, an example of which is the drawing on auction.
Illustrations by Ramon Casas
As we can see, the predominant theme of the drawings he will publish in Pèl & Ploma will be the figure of the woman. In fact, the feminine theme became a constant in his work, just as it was in the modernist movement, of which Casas would be one of its greatest exponents. Whether strolling the streets, enjoying an opera or smoking and drinking in the city’s glamorous cafes, the artist portrays a prototype of an elegant and sophisticated woman who, in her attitudes, exudes a new air of modernity. Despite the economy of means, his illustrations of sinuous, delicate and expressive lines, in equal parts, show an exquisite descriptive capacity, which only highlight the immense sensitivity that overflows his work.
In short, Ramo Casas and Utrillo made the magazine Pèl & Ploma a standard of freedom and modernity that, even today, is an example of excellence in the publishing world.
