Abstract: The article examines the advertising of the American “Singer&Co.” in the Russian Empire (1900s – 1914) and its visual strategy in the context of the formation concepts and images of Russianness (national and historical dress, feminine personification of Russia). The differences of Russian images on Singer’ logos that did not belong to Taburin, were identified for the first time. Based on a comparison of various types of advertising products (posters, postcards, labels, forms, calendars etc.) with the main poster for Russian consumers made by artist Vladimir A. Taburin, the main features of the national representation feminine images are reconstructed. The argument is given for the hypothesis that an allegorical image of Russia was presented in the Singer’s female images, and it was based on visual stereotypes of Russianness.

Key words: Singer&Co., Russian Empire, Vladimir A. Taburin, feminine personifications of Russia, national representations.