Chartrosette Mathieu - Cappiello

This original French advertising poster was created by Leonetto Cappiello for Chartrosette Mathieu, a French liqueur produced by L.-E. Coratte & Cie. of Saint-Rambert-en-Bugey. The large-format color lithograph presents the liqueur as an elegant and prestigious product; Christie’s described Chartrosette Mathieu as an exceptional liqueur with a notably “regal following” during the early twentieth century. Cappiello reinforces this association with royalty by depicting an elegant young woman dressed in a long golden gown and an ermine-trimmed crimson cloak. Standing against a deep blue background, she raises a tray carrying a bottle of Chartrosette Mathieu high above her head. The deliberately theatrical presentation turns the bottle into an object worthy of royal ceremony, while the limited palette of blue, gold, crimson and white gives the image exceptional visual impact.The poster is an excellent early example of Cappiello's artistic genius in transforming an ordinary commercial product into an immediately recognizable advertising image. Rather than illustrating the ingredients or describing the qualities of the liqueur, Cappiello created a memorable character whose royal costume communicates luxury, quality and prestige at a glance.)Leonetto Cappiello (1875–1942) was born in Livorno, Italy, and settled in Paris, where he first established himself as a successful caricaturist before turning to poster design. In 1900 he began his association with the printer and publisher P. Vercasson, during which he developed the bold visual language that helped transform modern advertising. Cappiello moved away from the detailed, illustrative approach of many earlier poster artists and instead used simplified figures, brilliant colors, strong contrasts and memorable characters to create images that could be recognized immediately from a distance. His innovative approach earned him the reputation as the “father of modern advertising.” He became a French citizen in 1930 and today is recognized as one of the most important poster artists of the twentieth century.To learn more about the artwork of Cappiello, please follow this link: The Ross Art Group – For the Love of CappielloThis is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. We guarantee the authenticity of all our posters.