?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 6,000 - $ 9,000
JULES CHERET (1836-1932) FOLIES-BERGERE / LA LOIE FULLER. 1893. 48x34 inches. Chaix, Ateliers Cheret. Condition B+: restored losses and restoration in top margin; restoration in margins and image; creases in image. Jules Cheret was a pioneer in the concept of advertising. His campaign for Saxoleine, for example, is the first instance of the use of multi-visual images in advertising, and the idea of building a visual identity for a product. Perhaps even more progressive was a series of posters he designed in 1893, which conveyed a cinematic effect. The four posters he designed for the Folies-Bergere and one of their star performers, the dancer Loie Fuller, were the same images, but composed of different colors. Loie Fuller became an instant success when she appeared on the Parisian Dance Hall stages in 1892. Her act was called the Snake Dance, and effectively used multi-colored lights, which were reflected off the diaphanous veils in which she danced. In Cheret's sequence, he shows the variations of light during the dance. Not until Cassandre's iconic campaign for Dubonnet some 40 years later, was this style of cinematic, frame by frame depiction of action ever again attempted in poster form! DFP II 233, Reims 411, Maitres 73, Maindron 113.
