LEONETTO CAPPIELLO (1875-1942) CHOCOLAT KLAUS. 1903. 54x38 inches. Vercasson & Cie, Paris. Condition B: minor stains, repaired tears, restored losses and creases in margins; overpainting along sharp vertical and horizontal folds. Cappiello's poster for Chocolat Klaus was a benchmark image for the artist, and revolutionary for his career and the world of outdoor advertising in general. It changed the rules for the rendering and depiction of reality! Some contemporary critics even compared the depicted red horse to the fauvist revolution in painting. Cappiello himself explained in an interview in the magazine L'Affiche Moderne, "the green lady became an obsession, but I'd estimate that she achieved her goal, since the company's obtained results were conclusive and they discovered that many buyers were asking for "Red Horse" chocolate. This poster represents the second stage of my evolution. It is because of her that I was able to realize the idea that had long haunted me; to execute posters designed in reason for their actual purpose…The success [of this poster] gave me permission to adopt my formula and many of them, revolutionary at first, are now quite accepted." (see Rennert/Cappiello p. 66) Rennert/Cappiello 49.
