Woman holds up Champagne glass; gold, maroon, black
Woman holds up Champagne glass; gold, maroon, black

Contratto (small), 1922
This is one of the most irresistible and delightful posters by Leonetto Cappiello. For a fine Italian champagne, a beautiful woman hoists a huge overflowing glass of bubbly. Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most successful and prolific posterists of all time (he created more than 1000). His style is intimately bound up with the rise of modern advertising. Always bold, he focused on one irresistible image that could be absorbed in a second and remembered for a lifetime. He wrote: “Surprise is the foundation of advertising; it is its necessary condition." Cappiello did several posters for Italian clients, but few were printed in Italy. With little exception his Italian posters are among his best and often his rarest. Cappiello eliminates all extraneous details except the beautiful patterned dress. It is a fittingly elegant image for an exclusive product.
39.5'' x 55'' / 100 x 140 cm
Lithograph | Backed on Linen
ID# FRL03414
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