A new free exhibition that tells the story of Scotland’s most pioneering and successful commercial photographers best known for popularising the holiday postcard, will open at V&A Dundee this summer.

Deborah Welsh
Sunday, 29th May 2022, 3:00pm

Founded in 1825 in Dundee, the family firm Valentines capitalised on rapid developments in photography, printing and tourism in the early 20th century to create a fascinating body of work and a vibrant industry, quickly becoming one of Dundee’s largest employers.

Developed in collaboration with the University of St Andrews, Sincerely, Valentines - From Postcards to Greetings Cards is a partnership between V&A Dundee and curatorial practice Panel that uncovers the story of Valentines, bringing together the disciplines of photography, illustration and print design.

Sincerely, Valentines - From Postcards to Greetings Cards will feature original photographs that have never been exhibited before, alongside printing plates, historic postcards, promotional company magazines, booklets and greetings cards from the James Valentine Photographic Collection, a unique archive held at University of St Andrews Libraries and Museums. Original artwork and greetings cards loaned from former Valentines employees will also be on show. Over the course of the exhibition, V&A Dundee will continue to collect memories about life at the factory, and its significance to Dundee.

Supported by Players of People’s Postcode Lottery, the exhibition will be displayed in V&A Dundee’s Michelin Design Gallery, a free exhibition and project space on the upper floor of the museum from Saturday, July 2 until January 2023.

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