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Jules Chéret. Lithographic poster. Size 56.5 x 39.5 cm. 1897. Imprimerie Choix.
Bibliography:
"Broido", no. 909
"Health is displayed", p. 31
"First ladies of the poster", p. 23
Jules Chéret, born in Paris in 1836 and died in Nice in 1932, was a pioneer of modern poster art. A painter and lithographer, he left his mark on the Belle Époque with his joyful, colorful, and dynamic style. An admirer of Watteau, he favored movement and lightness, bringing to life hundreds of posters illustrating the emblematic places of his time: the Folies Bergère, the Musée Grévin, balls, department stores, and more.
Among his creations, the poster for Pastilles Poncelet perfectly illustrates his talent. It depicts an elegant woman, wearing a bright yellow coat and a red hat, battling the wind—a "Chérette," a typical female figure in his work. At once sensual, joyful, and almost weightless, this woman becomes a powerful advertising medium in a world of exploding consumerism.
Printed by the Chaix publishing house, this poster effectively blends commercial message and visual aesthetic. The use of vibrant colors, the absence of black outlines, and the dynamic composition illustrate Chéret's unique signature, which would influence artists such as Toulouse-Lautrec, Seurat, and Alfons Mucha, without, however, belonging to the Art Nouveau movement. A pioneer, he transformed the poster into an art form in its own right, transforming urban spaces into open-air galleries.
