Novita per Signora

Artist: Leonetto Cappiello Italian (1875-1942)

Title: Novita per Signora

Plate: R.03

Description: Condition A
Original lithograph from the "Ricordi Portfolio" 
Printed in Italy 1914. View entire collection (70)
Presented in 16 in x 20 in acid free, archival museum mat, with framing labels. Ready to frame. Shipped boxed flat via Fedex. 
Certificate of Authenticity.

Sheet Size: 10 in x 14 in 25.5 cm x 35.5 cm

Price: $650.00 reduced from $950

Full size sold for $15,600.00 Poster Auctions International NY May 2011. Extremely Rare.

 'One of the main selling points of the Mele department store in Naples , Italy, was that the average woman could obtain high-fashion style for a relatively low dollar figure. Coined “bourgeois realism,” posters like this design by Cappiello showcase attainable glamour and elegance without making it seem pedestrian or cheap" (Rennert)

Leonetto Cappiello is the Father of the Modern Poster. He started his arts career as a caricature artist in 1896 illustrating for French journals like Le Rire, Le Cri de Paris, Le  Sourire, L’Assiette au Beurre, La Baionnette, Femina, and others. His early caricature style was seen to be influenced by Henri Toulouse-Lautrec, who was already the most famous artist of the time. 

"Cappiello developed a penchant for contagious exuberance and intoxicating overstatement, as well as the technique of utilizing strong, flat colors against dark backgrounds, Cappiello's posters shocked, surprised and moved the viewer; he arrested the attention of the passerby with incongruity, and as a result, effectively etched an image into their mind's eye. He created an entirely new advertising vocabulary and his posters can be said to be fantastic - in a completely literal sense." (Jack Rennert) 

"This is a selection from the very rare commemorative portfolio published by the renowned Italian printer Ricordi in 1914. The portfolio consisted of 70 lithographic plates (smaller versions) of Ricordi's greatest posters printed between 1895 and 1914. Many of the images in the series are so rare that they can be found today in no other format. In the 1870s, Ricordi opened an in-house lithography shop to promote its operas and sheet music business. Ricordi quickly became the leading lithographer in Italy and by 1895 was creating posters for other clients such as Campari, the Milan newspaper Corriere della Sera, and the Mele Department store of Naples. Under the tutelage of Adolfo Hohenstein, a brilliant stable of artists emerged at Ricordi.

Artists including CappielloCaldanzano, DudovichLaskoffMetlicovitz and 
Mataloni brought Art Nouveau, known as Stile Liberty in Italy, to a world class level. Much like the famous Maitre de L'Affiche series created by Cheret in Paris, this portfolio celebrated the rise of the poster - which in Italy was almost single-handedly accomplished by Ricordi." (