Entitled: "Man's suit and overcoat by Lus and Befve. Gazette du Bon Genre. Fashion plate by Pierre Mourgue, 1922." La Gazette du Bon Ton was a small but influential fashion magazine published in France from 1912 to 1925. The short-lived publication reflected the latest developments in fashion, lifestyle and beauty during a period of revolutionary change in art and society. The magazine, published on fine paper, signed exclusive contracts with seven of Paris' top couture houses to reproduce in luscious pochoir the designers' latest creations. Fashion is a distinctive and often habitual trend in the style in which a person dresses. It is the prevailing styles in behavior and the newest creations of textile designers. Prior to the mid-19th century, most clothing was custom-made. It was handmade for individuals, either as home production or on order from dressmakers and tailors. By the beginning of the 20th century, with the rise of new technologies such as the sewing machine, the development of the factory system of production, and the emergence of department stores, clothing had increasingly come to be mass-produced in standard sizes and sold at fixed prices.