Cappiello, Original Vintage Poster, Pur Champagne, Vineyard, Winemaker, 1902

Artist: Leonetto Cappiello (1875 – 1942)

Title: Pur Champagne Damery – Epernay

Date: 1902

Size: 33 x 54.5 in / 100 x 138 cm

Printer : Imp. Vercasson et Cie, 43 rue de Lancry, Paris

Materials and Techniques: Colour lithograph on paper

Linen backing: Yes

Condition: A (Normally designates a poster in very good condition. Colours are fresh and there is very little or no paper loss. Any imperfections are marginal and unnoticeable).

Details:

The Pure Champagne Damery – Epernay poster is one of three Cappiello posters on the theme of Champagne.
It features a woman pouring herself a glass of champagne. The poster was created so that the potential buyer of champagne, if he wants “pure champagne”, makes sure that it comes from the Champagne region, namely here from the region of Damery – Epernay.
In 1882, thirty-five champagne houses decided to form a professional union to defend the word “champagne” in France and around the world against the abusive uses made of it by other sparkling wine producers. The second reason for meeting the Champagne Houses aims to organize the fight against phylloxera which appeared in Champagne in the last years of the 1880s. The Houses engage in the fight; they created the Association Viticole Champenoise (1898) to provide winegrowers with the equipment and advice necessary to try to first preserve and then to reconstitute the Champagne vineyard. To make the fight more effective, the Houses encouraged the Winegrowers to organize themselves into local unions which would come together in 1905.

About Leonetto Cappiello, The Father of Modern Advertising

Leonetto Cappiello, born on April 9, 1875, in Livorno, Italy, is considered a pioneer in the world of advertising, often referred to often hailed as the “father of modern advertising.” His groundbreaking work in poster design revolutionized the industry and cemented his status as a visionary artist.

Cappiello was renowned for his innovative and impactful poster designs, characterized by bold colors, simple forms, strong outlines and a strong focus on the product. His work significantly influenced the development of advertising as an art form.

Initially drawn to caricature, Cappiello’s true genius blossomed when he shifted his focus to poster art. His innovative approach, marked by bold colors, simple colours, simplified forms, strong outlines and a strong emphasis on product identification, set him apart from his contemporaries. Cappiello’s posters were instantly recognizable, capturing the essence of a product or brand in a single, powerful image. His work significantly influenced the development of advertising as an art form.

The artist’s career flourished in Paris, where he immersed himself in the vibrant artistic scene and his work spanned various industries:
Food and Beverage: Campari, Cinzano, Café Martin, Kub, Chocolat Klaus, Oxo, Maurin Quina
Other Products: Parapluie Revel, Poudre de Luzy, Le Nil, Mossant
Entertainment: Folies-Bergère, Mistinguett
demonstrating his versatility and adaptability as an advertising artist.

Cappiello and His Printers
Leonetto Cappiello’s career as a poster artist spanned from 1900 to the 1930s. He formed a particularly strong partnership with the Vercasson printing house, working closely with them from the late 1890’s until the early 1920s. Following this, Cappiello continued to collaborate with various printing houses while also establishing a significant relationship with the Devambez publishing house. In 1921, he signed an exclusive contract with Devambez that lasted until 1936, a period marked by some of his most iconic poster creations.
The combination of Cappiello’s artistic vision and the technical expertise of these printers was instrumental in the creation of his enduring body of work.

Cappiello’s posters not only sold products but also became iconic cultural artifacts, reflecting the spirit of the Belle Époque and the Roaring Twenties and Thirties (Art Deco).

Beyond his commercial success, Cappiello was also a skilled painter and illustrator. His artistic talent extended to other mediums, showcasing his versatility as an artist.

Leonetto Cappiello passed away in Cannes on February 2, 1942, at the age of 66. His legacy, however, lives on through his enduring posters, which continue to inspire and influence advertising and design to this day.

About Us: Moufflet & C° – Paris Fine Arts
We have been dealing in art, antiques and vintage posters for more than 50 years and, upon request, we are very happy to provide you with Certificate of Authenticity.