Collection: Advertising Posters and Prints by Leonetto Cappiello (1875-1942)

This collection features reproductions of posters and prints from the advertising work of the illustrator and caricaturist Leonetto Cappiello (1875-1942). Considered a pioneer of modern poster design in the early 20th century, this Italian-born artist who became a naturalized French citizen deeply marked the history of graphic arts. The collection gathered here presents an overview of his creations intended for commercial promotion, highlighting an unprecedented approach to visual communication. These prints allow for the exploration of the graphic production of a pivotal period in modern advertising.

Active during the Belle Époque and the Roaring Twenties, Leonetto Cappiello broke away in the early 1900s from the figurative and narrative compositions characteristic of his contemporaries such as Jules Chéret or Alphonse Mucha. His method was based on creating a striking synthetic image: a central character, often eccentric or theatrical, depicted in motion and silhouetted against a dark or neutral background. Combined with legible typography and vibrant hues, this shock-image technique aimed to immediately catch the passerby's attention. Among the emblematic compositions reproduced are his works for famous brands such as Le Thermogène, Chocolat Klaus, Maurin Quina, Cinzano, and Bitter Campari. This ensemble illustrates the emergence of modern theories of advertising and applied graphics.

The consistency of this corpus of posters and prints lies in the systematic demonstration of an innovative and standardized graphic style serving commerce and entertainment. For art historians, specialists in the history of advertising, or enthusiasts of decorative arts, these modern prints constitute essential testimony to the visual culture of the 20th century. Intended for decorative and cultural use, these reproductions find their place in a library, office, or heritage-dominated exhibition space, providing precise insight into the origins of advertising design.