This is an early 20th century advertisement placed for European travellers in Delhi. I found it in a tour guide from the time issued by Maiden’s Hotel. As can be seen, Madam Sakoilsky’s business was specifically targeted at European women and aside from Delhi it was in Mussoorie- catering to the latter’s summertime influx of Europeans.
Madame Sakoilsky was a Russian émigré to Delhi and set up her clothing shop sometime in the 1900s. Her ad gives us a fascinating insight into imperial sartorial cultures and the role of immigrants, particularly in Delhi, in facilitating these. Preservation of the body in hot climes was an imperative for Europeans and specifically, English women. Guides for women travelling to India often suggested that they carry their own materials which would then be stitched by European shops. Sakoilsky alludes to this in the advertisement where she suggests that ‘lady tourists requiring any little work done, could be executed immediately’. Her European shop perhaps also aimed to alleviate any fears of the material being ruined by native darzis (tailors) who were often blamed for incompetence. This narrative of course, was laced with racial undertones.
The records at the National Archives in India suggest that Sakoilsky’s story is a little more complex that it seems. Her application for a naturalisation certificate as a British citizen was rejected on two occasions in 1919 and 21. This was done in the aftermath of the Russian Revolution and would have left her in a precarious situation. This is all I’ve been able to piece together on her so far. As for her Mori Gate shop in Delhi, I’m assuming this is long gone but if anyone has information, please get in touch!
See you next Friday.
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