Vintage Poster Archives
Lorella Casquette 1920s | French Advertising Poster
Lorella Casquette 1920s | French Advertising Poster
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An allegorical female figure in a flowing salmon-pink gown rises from cream clouds, one arm reaching upward toward a large floating flat cap, a terrestrial globe centred on Europe held behind her by a trailing scarlet sash. The deep navy blue ground, bold cream headline typography and the compositional conceit of product-as-celestial-object all belong to the figurative tradition of French commercial lithography at its most assured.
Designed for the Lorella flat cap brand and printed by Imprimerie Crété, Paris, around 1925, the poster works at the boundary between Belle Époque allegory and the more graphic vocabulary emerging in French advertising through the early Art Deco decade. The Crété press was among the established Parisian lithographic houses of the period, handling commercial work across fashion, food, and entertainment categories.
The flat cap, or casquette, was a significant male accessory market in 1920s France. Lorella's decision to centre their campaign on an allegorical goddess figure rather than a male wearer follows a convention well established by Cappiello and his contemporaries: the product floats, the figure commands, the buyer infers the prestige.
The composition suits a study, a dressing room, or a gallery wall where French commercial lithography of the early twentieth century is the shared vocabulary. Reproduced from the archival source as a fine art print on 200gsm Enhanced Matte Fine Art Paper, dispatched rolled.
