ALPHONSE MUCHA (1860-1939) FLIRT. 1899. 25x11 3/4 inches, 63 1/2x30 cm. Champenois, Paris. Condition A: metal strips affixed to top and bottom edges. Paper. Framed. "The implication inherent in the name of the biscuit is realized here in the discreet flirtation between a very coy maiden and a handsome gentleman, a scene full of ardent intimacy despite its outward decorum; one of Mucha's tenderest and most romantic concepts" (Rennert / Weill p. 262). As with his poster for Job (see lot 154), Mucha flawlessly incorporates the brand name and logo into the image, further reinforcing the advertisement of the biscuits. The Lefèvre-Utile name is visible in the wrought iron gate behind the couple, and initialed in the fabric of the woman's dress; and a quarter of an actual biscuit is depicted in the lower left corner. This is the first edition of the poster. In 1900, it was reissued after the company won a grand prize at the World's Fair in Paris, with the words "Grand Prix - Paris 1900" printed to the left of Mucha's signature. In addition to posters, Mucha also designed packaging for this famous biscuit company. Rennert / Weill 72, Lendl 29, Mucha A4, Gold 63.
