MARY EVANS PICTURE LIBRARY
Issue 9, Spring 2013
Published by the Mary Evans Picture Library 59 Tranquil Vale, London SE3 0BS T: 020 8318 0034 www.maryevans.com E: pictures@maryevans.com
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Everyone’s Doing the Tango
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Casualties of War
7
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Picturing the Great War
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Coronation Tales
10
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Life’s a Drag
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Convivial Captions
Nameplate image ClassicStock/Mary Evans
"W
HY
WORRY
ABOUT
HOME
RULE…WHEN YOU CAN LEARN
TANGO? EVERYBODY'S THE TANGO, LEARNING THE TANGO, TALKING THE TANGO OR WATCHING THE TANGO. NEVER, PERHAPS, HAS A DANCE BECOME OF SUCH UNIVERSAL INTEREST SO QUICKLY..." Thus opined The Sketch in November 1913, reflecting upon the incredible international popularity of the 'tango tea' dance craze of 1913. Here, on its 100th anniversary, Mary Evans throws a spotlight on the phenomenal, if brief, reign of the tango tea. DOING THE
The craze for the Argentine tango in its latest incarnation began in Paris in 1912 as the thé dansant, so named from the practice of taking tea as a refresher between dances. The tango tea was rapturously embraced by Parisians of all classes, causing the caricaturist Sem to re-christen the capital 'Tangoville', and it wasn't long before the trend had swept across Europe, over the channel, and beyond. It's diff icult to over emphasize how enormously popular the tango tea had
become by 1913. The prodigious coverage on all aspects of the craze in the illustrated magazines in our archive reveals a world in the throes of tangomania. Whether it was tango teas held at fashionable hotels, the latest steps explained or mocked, reviews of tango 'exhibitions' at the theatre or novelties such as tango dancing on roller skates, the tango was everywhere. Manufacturers embraced any opportunity, however tenuous, to ally their products to any aspect of the lucrative tango craze. Tango-legend has it that one enterprising dressmaker found himself with a glut of orange fabric, and taking advantage of the tango craze, re-named the colour "tango" after the dance, making it an instant hit with the tango crowd. Adverts in the press plugged tango lessons, gramophone records and sheet music and even tango boot polish. However, the tango craze brought much
The tango in action, c.1913 (image 10529120) Jazz Age Club Collection/Mary Evans