Leonetto CAPPIELLO (1875-1942) - Lot 30

Leonetto CAPPIELLO (1875-1942) Axa Margarine, 1932 Mixed media. Mounted on canvas. Signed lower left. (Misses. Tears lower right. Water stains). 194 x 129 cm We know poster masters by the creations that made them famous. Cappiello made many of them! Their fame meant that advertisers - some of whom were already clients - asked them to solve difficult problems. For example, when Axa decided to publish a culinary guide, the most appropriate medium would have been the women's press... nevertheless, they asked Cappiello to work on the subject. He took up the challenge: the margarine cube at the top of the image, the gourmet's manual at the bottom and, between the two, the chef, whose apron catches the eye and breaks the balance.