A Pictorialist turned Modernist, Outerbridge took all that he had learned as a student of the Clarence White School and created a new vocabulary for the world of commercial photography. Simple objects in unexpected and evocative combinations became a hallmark of his style. For ScotTissue's 'Petal Soft,' Outerbridge experimented with a number of backgrounds and a variety of flowers, including magnolia blossoms popping against royal blue (Singular Aesthetic, pl. 448) and pink carnations contrasting against lilac. Another image from this series, with orchids in place of the roses, was published in the March 1940 issue of Good Housekeeping (p. 77). These accomplished still life arrangements and Outerbridge's mastery of the new color processes kept him in demand both as an advertising photographer and as a printer, and allowed him to command handsome four-figure fees for his advertising assignments (Command Performance, p. 11).
Outerbridge was one of the progenitors of modern color photography, and he experimented widely with available processes, contributing his own innovations and adaptations. The print offered here is rendered in the color carbro process, a complex and difficult method of making a color photograph, but one that met Outerbridge's high standards of image quality. This early color advertising study has the rich, saturated colors and velvety matte surface characteristic of a successful color carbro, made from three different negatives printed in register. As the carbro process was tricky and time-consuming, however, prints of any image were made in very limited quantities. At the time of this writing, only one other print of this image is believed to have appeared at auction.
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