Vintage Poster Archives
Cappiello Docteur Rasurel 1906 | Vintage Advertising Poster
Cappiello Docteur Rasurel 1906 | Vintage Advertising Poster
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A red-haired man in the force of his years displays his cream-coloured summer vest against a stark black background. The bold yellow typography announces 'Remplacez vos flanelles par les gilets d'été' - replace your flannels with summer vests.
Designed by Leonetto Cappiello in 1906 for the French underwear manufacturer Docteur Rasurel. The revolutionary gilets d'été were woven from wool and peat moss, improving sweat absorption during an era when personal hygiene was limited. The stark black background exemplifies Cappiello's transformative approach to advertising design.
Cappiello pioneered modern advertising with his bold figures emerging from black backgrounds, a radical departure from the decorative Belle Époque style. This underwear advertisement demonstrates his ability to distil complex products into memorable visual statements that depicted attention on busy Parisian streets.
Archival print from carefully restored 1906 artwork, professionally reproduced using giclée printing on 200gsm Enhanced Matte Fine Art Paper with pigment-based archival inks.
