Chaussures Raoul – Leonetto Cappiello (1922) | Vintage French Fashion Advertising Poster
In 1922, at the height of his creative powers, Leonetto Cappiello created this electrifying advertising poster for Chaussures Raoul — les plus hautes nouveautés, les prix les plus bas, the finest new styles at the lowest prices. Against a blazing red-orange background that arrests the eye at twenty paces, a woman in a dancing dress turns to show off her gleaming shoe with an expression of unalloyed delight. It is quintessential Cappiello: one idea, one figure, one unforgettable colour, and the product sells itself.
Leonetto Cappiello — The Father of Modern Advertising
Leonetto Cappiello (1875–1942) was the most celebrated commercial poster artist of his generation, the man who transformed advertising from a cluttered, text-heavy craft into a bold, image-led art form. Born in Livorno and trained as a caricaturist, he relocated to Paris where his revolutionary approach — a single vivid figure i...
