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Current Special Exhibitions

HANATSUBAKI 80th Anniversary 1937-2017
  • < Exhibition Schedule >
  • Tuesday, July 11 to Sunday, December 24, 2017
  • The 1st period: Tuesday, July 11 to Sunday, September 3
    The 2nd period: Tuesday, September 5 to Sunday, October 29
    The 3rd period: Tuesday, October 31 to Sunday, December 24

  • “Hanatsubaki” the first issue 1937 “Shiseido Geppo” the first issue 1924 “Shiseido Graph” the first issue 1933 “Shiseido Geppo” No.19 1926
    “Hanatsubaki” the first issue
    1937
    “Shiseido Geppo” the first issue
    1924
    “Shiseido Graph” the first issue
    1933
    “Shiseido Geppo” No.19
    1926
  • Dresses actually used<br>in photo shooting 2013
    Dresses actually used in
    photo shooting
    2013
  • “HANATSUBAKI‐SYU” the album of calligraphy and paintings C.1935
    “HANATSUBAKI‐SYU”
    the album of
    calligraphy and paintings
    C.1935

In concert with the launch of the Hanatsubaki-kai (Camellia Club), a club for the loyal customers of Shiseido products, in January 1937, Hanatsubaki magazine was first published in November the same year for Shiseido product users as the successor of Shiseido Geppo (1924-1931) and Shiseido Graph (1933-1937). The first issue was published with the concept of things that are considered to serve as a guideline for modern women and consisted of articles about a variety of themes, including beauty care, fashions, trends, hobbies and arts and sciences.
Publication was suspended during the war, but was resumed in May 1950. In the 1970s and 1980s when many different subcultures were born, the magazine provided information mixed with the latest fashions. Hanatsubaki kept evolving as a corporate culture and information magazine in the 1990s and after, and in 2016, it grew into a cross-media magazine consisting of paper and web-based versions to respond to the digital age.

The exhibition will show for the first time all of the magazine’s cover sheet images, and at the same time, dresses actually used in photo shooting as well as the album of calligraphy and paintings that includes haiku and other poems, letters, manga comic drawings and illustrations done by the writers, calligraphers, haiku poets, ceramic artists and illustrators involved in the production of Hanatsubaki and others. Please enjoy the 80-year history of Hanatsubaki.

* Not all of the exhibits are on continuous display during the exhibition period.