Vintage Poster Archives
L'Alsacienne 1925 | Dorfinant Vintage Advertising Poster
L'Alsacienne 1925 | Dorfinant Vintage Advertising Poster
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A smiling Alsatian woman spreads her arms wide, pulling lengths of freshly dyed fabric from a row of wooden barrel tubs. The fabrics fall in broad, flat planes of colour: cobalt blue to her left, cadmium red and forest green to her right, the tubs below filled with dye baths in yellow and blue. The composition makes the product's promise entirely visible, L'Alsacienne dyes all fabrics, in every colour, at once.
Designed by Albert Dorfinant (signing as 'Dorfi') and lithographed by J.E. Goossens of Brussels around 1925 to 1930, the poster uses the illustration of a woman in traditional Alsace-Lorraine regional dress, ochre shawl, white apron, black cap with tricolour cockade, as its central authority figure. The Alsatian association was deliberate: after Alsace-Lorraine's return to France in 1918, regional imagery carried weight in Belgian and French consumer markets, linking the brand to notions of craft heritage and domestic reliability.
Dorfinant built his figures from clean outline and saturated flat colour, a technique that translated well to large-format stone lithography and suited the direct commercial graphic conventions then current in Brussels. The poster was produced bilingually, with French 'Teint tous tissus' and Flemish 'Verft alle stoffen' editions, confirming distribution across both language communities in Belgium.
Reproduced as a fine art print on 200gsm Enhanced Matte Fine Art Paper, with pigment-based inks that hold the broad flat colour blocks with fidelity to the original lithographic palette. A considered choice for anyone interested in the history of European consumer advertising, the graphic conventions of the interwar period, or the domestic material culture of 1920s France and Belgium.
