LEONETTO CAPPIELLO (1875-1942) CHOCOLAT KLAUS. 1903. 62x43 inches, 157 1/2x109 1/4 cm. P. Vercasson, Paris. Condition B / B+: extensive expert overpainting in image; vertical and horizontal folds; creases and abrasions in image; restoration in margins. Framed. Cappiello's poster for Chocolat Klaus was a benchmark image for the artist and revolutionary for his career and poster advertising in general. It changed the concept and the rules for the rendering and depiction of reality. 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" (Rennert / Cappiello p. 66). Rennert / Cappiello 49 and cover, Chocolate p. 59 (var), Wine Spectator 199, DFP-II 120, Weill p. 125, Maitres 1900 p. 83 (var), Menegazzi 192.
