May 03, 2018 - Sale 2476

Sale 2476 - Lot 50

Estimate: $ 800 - $ 1,200
MAX ETTLER (1879-1952) UTSTÄLLNING / GERMA. Circa 1930s.
39 1/4x27 1/2 inches, 99 3/4x70 cm. J. Olséns, Stockholm.
Condition A-: minor loss, tears and tape-repaired tears in margins; tape on verso. Paper.
While little is known about Max Ettler's life, he is best remembered for the travel and automobile posters he created in the 1930s. This particular poster was made for the popular Swedish undergarment maker Germa, advertising an exhibition of their lingerie and touting that "Germa demonstrates the intimate lining of culture today." This stylized, Art Deco poster is a departure from Ettler's traditional subject matter and style. Ettler's model wears Germa's bra and Girdle with a stoic expression. It is an unusual homage to Venus de Milo which is perhaps meant to convey the timelessness or masterfulness of these undergarments.