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home / EXHIBITIONS / 2017 / EXHIBITION OF RARE VINTAGE POSTERS / Cachou Lajaunie

Cachou Lajaunie

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Cachou Lajaunie (1922)

Leonetto Cappiello

Lithograph
100cm x 150cm
1922
Grade: A-, Fine. Linenbacked.
G1005

Artist:                    Leonetto Cappiello

 

Wonderful Cappiello poster of a lady in a feather dress and an impossibly small waist. She is promoting Cachou Lajaunie breath freshener mints which she must have needed to obviate the smell of her cigarettes. Still available today, these small black pastilles were first produced in Lyon in 1880.

Leonetto Cappiello

Today, Cappiello (1875 Livorno, Italy - 1942 Cannes, France) is often referred to as “the father of modern advertising” for his innovative poster designs. The first to use bold figures exploding out of black backgrounds, the Italian designer developed a style almost completely opposite to the painterly technique of his predecessors such as Jules Chéret.