Vintage Poster Archives
Cappiello Aurore 1930 | Art Deco Advertising Poster
Cappiello Aurore 1930 | Art Deco Advertising Poster
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A red-haired woman in a royal-blue dress leaps against a vast white numeral '1', a tan brogue balanced in her left hand and a black stiletto raised in her right. The cobalt blue field frames her against the cream of the numeral; the composition needs no further argument. Bold white sans-serif 'AURORE' anchors the base; red all-caps 'LA CHAUSSURE DE QUALITÉ' confirms the claim.
Leonetto Cappiello (1875–1942) designed this poster for the Aurore shoe company around 1930, printed by Devambez at 144 Champs-Elysées, Paris. Cappiello had held an exclusive contract with Devambez since 1921, and this commission sits squarely within his mature formula: one figure, one product signal, one saturated ground, legible at the distance of a Paris kiosk. The poster is catalogued as entry 484 in the Cappiello/Rennert catalogue raisonné, and is classified Art Deco by major auction house records including PAI-XLVI, 234. Cappiello is now widely credited as a founding figure of modern advertising design, his method of isolating a single animated figure against a flat colour field was a departure from the Belle Époque illustrative tradition, and the Aurore commission is among the cleaner examples of that approach in his Devambez years.
Reproduced from archival source material as a vintage advertising poster print on 200gsm Enhanced Matte Fine Art Paper, using pigment-based inks for colour stability. The cobalt-cream-red palette reads with the directness Cappiello intended.
