The first appearance of the curving, sinuous forms that came to be called Art Nouveau is traditionally attributed to Arthur Heygate Mackmurdo (1851–1942) in 1883.

In Britain, one of the first leading graphic artists in what became Art Nouveau style was Aubrey Beardsley (1872–1898). He began with engraved book illustrations for Le Morte d’Arthur, then black and white illustrations for Salome by Oscar Wilde (1893), which brought him fame. In the same year, he began engraving illustrations and posters for the art magazine The Studio, which helped publicize European artists such as Fernand Khnopff in Britain. The curving lines and intricate floral patterns attracted as much attention as the text.