Size: 34.5 x 49 inches
Artist: Jules Chéret
From 1891 to 1900, French painter and lithographer Jules Chéret (1836-1932) designed twenty posters for the lamp oil company Saxoléine. Now considered the first modern advertising campaign, he helped to establish the company's identity by creating a recognizable image across all posters which could be immediately associated to Saxoléine. Each entry into the ad series showed a woman holding a lamp, and although the colour of the dresses and designs of the lamps varied, people always knew what was being advertized.
It also helped that the artist established invented a look for female figures particular to his style called the Cherettes. They were joyous and elegant beauties enveloped in bright swirling colours, their vitality and unfettered spirits sharply contrasting previous portrayals of women which had been restricted to prostitutes or puritans. Not only did they too become instantly recognizable, but a writer of the time said "It is difficult to conceive of Paris without its 'Chérets' (sic)."
An iconic poster by master lithographer Jules Chéret, the first artist to make his reputation in the medium of poster art and helping it become an aesthetic art form onto itself. Poster measures 34.5 x 49 inches, is linen backed and in B+ condition (overpainting in splits along fold line; see images.)