Outing edited by Caspar Whitney
between 1890 and 1900
Edward Penfield was the rockstar of American poster design in the 1890s, and this cover for Outing magazine captures the era's obsession with high-society leisure. He depicts a fancy carriage labeled with posh British locations like 'Windsor' and 'Eton,' flanked by a team of horses drawn in his signature quirky style—spindly legs and wide eyes. This 'Midsummer Number' was printed in four colors, a technical flex back then that helped turn magazine covers into collectible art. Penfield basically invented the modern American poster aesthetic, making everyday advertisements look like high art.