MOËT & CHANDON; DRY IMPERIAL 1899

This advertisement for Moët & Chandon, by Alphonse Mucha, uses lithography to portray an idealized woman. She holds a glass of champagne, framed by a halo-like circle reminiscent of Byzantine religious iconography, meant to evoke feelings of reverence. Notice how the woman's serene expression and flowing garments recall classical depictions of goddesses. This connects the champagne with notions of beauty, luxury, and the divine. Throughout history, we see similar associations, from the grape vines symbolizing Bacchus, the Roman god of wine and ecstasy, to the ritualistic use of wine in religious ceremonies, the celebratory drink represents transformation. The Art Nouveau style, with its emphasis on organic forms and ornamentation, further enhances the emotional appeal. Mucha taps into our collective memory, associating this modern product with timeless ideals, inviting us to partake in a tradition of pleasure and celebration.