Le Frou Frou 1899

Leonetto Cappiello made this poster, "Le Frou Frou," using lithography, a printmaking technique that relies on the smooth surface of a stone or metal plate. It's a process perfectly suited to the task of mass production and advertising that emerged in the late 19th century. Cappiello’s striking graphic style is a testament to the process. Each color would have required a separate stone, carefully aligned to build up the image. The flat planes of color and bold outlines were essential to catch the eye of passersby in the bustling streets of Paris. But more than just a technical feat, this poster speaks to the changing landscape of labor and leisure. Advertising was, itself, a burgeoning industry, and one deeply connected to the rise of consumer culture and its own forms of production. “Le Frou Frou” entices us to consume, not just a magazine, but the lifestyle it represents, subtly blurring the lines between art, commerce, and the everyday experience.