Oct 02, 2003 - Sale 1978

Sale 1978 - Lot 32

Price Realized: $ 805
?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 800 - $ 1,200
47x631/2 inches. La Photolith, Paris. [Studio de la Heyraud].
Condition A-: repaired tears and creases in margins.
A straightforward representation of the corporate claim that "the whole word bows to the superiority of Heyraud shoes." The image combines humor, fashion and industry, and even manages to include the name "Aurore," a brand of Heyraud's shoes. The artist on the poster is somewhat of a mystery. At first glance the signature appears to read "J. Chass-Tello," which would suggest the combined work of Chassaing and another artist. However, within the scant archives that came with the Chassaing collection is a sheet of Heyraud's corporate letterhead. The company used this poster design on their letterhead, and within that image the name clearly reads "J. Chasstelle." So, for some unknown reason, it appears that Chassaing chose to use a pseudonym, which, in turn, got changed to something else entirely! Curiously, while Chassaing's work never made it into documented history, J. Chastelle's did. Vendre magazine (December 1929), reproduced another of Chastelle's posters, also for Heyraud, that followed a similar artistic theme; depicting a shoe walking over a globe.