Biscuits Champagne Lefevre Utile

Alphonse Mucha produced several advertisement posters for the French firm Lefèvre Utile over a period of several years. His highly respected illustration skills helped them to increase their sales of a variety of food products.

This elaborate poster design goes much further than the artist's flat, single portraits for which he became equally famous. Here we find a social occasion in front of us, with three highly established figures having fun together. One assumes that in the early 20th century this would be a very alluring life that most others would aspire to. Even the opportunity to enjoy some time off work was enough by itself, but the additions of glamorous clothing and beautifully crafted hair was out of reach for most. France at that time was a great place to be, particularly within its capital, Paris, and hosted a culture that was the envy of the world. The advertisement therefore suggests that you can yourself enjoy a part of this lifestyle by purchasing some of the company's products.

This period of European history placed a massive importance on the printed press, with no television or internet at that stage. Advertising was more traditional, and some would say all the better for it. Hiring the likes of Mucha underlines the lengths companies would have to go in order to get exposure for their products, and also to place them in just the right light that they needed in order to increase sales. They would continue to use Mucha's illustration skills a number of times, and these posters remain amongst the best of his career. For most of his life he would have to supplement his income with work such as this, whilst still hoping to express himself more freely at other times.

If we move to the present day, more than a century after this artwork was completed, one will find that this lifestyle is still highly regarded. It points to a simpler way of life, with far less technology impacting our lives. Unfortunately, very few would have actually been able to have evenings such as this, and so would have to make do with the company's chapmagne, biscuits and chocolate, which was perhaps their intention all along. Other examples of his time working on commissions for this company include the likes of Lefevre Utile, Biscuits Lefevre Utile and Biscuits and Chocolate Delcare. This success would also include other companies too, as Mucha became a key method for promoting various luxury brands at around the end of the 19th century.