Vintage Poster Archives
La Teinture L'Alsacienne 1910s | Mich Advertising Poster
La Teinture L'Alsacienne 1910s | Mich Advertising Poster
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A white chameleon stands upright against a field of cobalt blue, its limbs trailing ribbons of red, yellow, orange, lavender and teal. Overhead, its claws arc a row of small cylindrical dye tins in a curve that echoes the product's promise: L'Alsacienne fabric dye transforms colour instantly, as a chameleon does. The composition carries its argument entirely in the image. The text below, 'Change en un instant la nuance de tous tissus', confirms what the eye has already understood.
Designed by Mich (Jean-Marie Michel Liebeaux, 1881–1923) and printed by Affiches Gaillard of Paris and Amiens, the poster dates to approximately 1912–1920. Liebeaux studied painting in Nantes before moving to Paris in 1904, where he built a career as a caricaturist and commercial poster artist across cycling, motoring and consumer categories. The chameleon motif is among his most inventive surviving compositions: the animal serves as both product mascot and live demonstration of the brand's capability.
This reproduced design belongs to a line of French household-product advertising that translated industrial chemistry into wit. Where Cappiello used masked figures and Chéret used dancers, Mich reached for a creature whose biological property was itself the advertising claim.
Reproduced from an archival source as a fine art print on 200gsm Enhanced Matte Fine Art Paper, using pigment-based inks for long-term colour stability. The cobalt blue of the ground, one of the poster's defining qualities, is faithfully rendered in the giclée process.
