?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 4,000 - $ 6,000
SEPO (SEVERO POZZATI) (1895-1983) TORTONESE. 1935. 52 3/4x35 3/4 inches, 134x91 cm. Gros Monti & Co, Torino. Condition B+ sharp horizontal folds; creases and abrasions in image. Having studied in Bologna, Sepo began his artistic career working for the publisher Maga in his native Italy. He moved to France in 1920 and was hired by Vercasson. Ultimately he moved on to the French office of the Dorland Advertising Agency where he worked with their major clients. Like Cappiello, he also regularly received commissions from Italy. This poster was for a famous womens fashion store in Turin. The store was originally named "La Merveilleuse," but the name was changed when the Fascist government banned all foreign businesses from Italian soil. In 1923, Cappiello designed a poster for "La Merveilleuse." In 1934, When Sepo designed his first image for the store, now operating under the name of Tortonese, it featured an inventive, graceful ribbon in the shape of a woman. He superimposed his device over Cappiello's classical image of a woman, to let the public know that the store and the image were the same, even if the name had changed. Sepo continued to use this recognizable bolt-of-fabric figure, which became highly acclaimed by the public in subsequent posters for the store. In each poster, he displayed his splendid skill with the airbrush and his genius with typography. Sepo 200.
