Chic shops for photographic articles, such as those of Guy de Coral and Ivens (the latter long known as CAPI), opened up in the cities. They engaged graphic designers to create a modern house style. The example of ‘Kitty, the Kodak girl’ in Eastman Kodak’s advertising campaigns was immediately adopted. The woman inspecting her glass negative in the darkroom graced the cover of Guy de Coral’s price list.