Magasin Des Buttes Chaumont 1899

Editor: This lithograph, “Magasin Des Buttes Chaumont,” was created by Jules Chéret in 1899. It seems to depict a playful parade of sorts. I am drawn to the exuberance, but also I wonder about its cultural significance beyond simple advertising. What do you see in this poster, beyond its decorative qualities? Curator: I see a fascinating artifact of its time. Beyond the surface, consider this piece within the rapidly changing urban landscape of Belle Époque Paris and its burgeoning consumer culture. Chéret, considered the father of the modern poster, utilized lithography to make art accessible and commercial, disrupting the established art world and traditional gender norms of the time. Notice how women and children dominate the image, enjoying toys; this image taps into an emerging female consumer base with increasing agency and independence. Do you notice how the poster addresses a precise location in Paris? Editor: Yes, “Aux Buttes Chaumont” is prominently featured! And it’s advertising toys. So, is this more than just a pretty picture? Curator: Exactly! We have to examine the social role that posters such as this played in shaping desires, fantasies, and aspirations of Parisian society, particularly how the intersection of commercial advertising, leisure, and gender defined social norms and expectations. Advertising shaped reality for women. What about you; does this give you pause to think about it differently? Editor: It does! Considering it as a social artifact, revealing cultural shifts of the time… that’s not something I initially considered. Now, it seems more layered and thought-provoking than initially meets the eye. Curator: Indeed. Understanding art’s intersection with society enhances our perception of it, enabling art to actively participate in relevant discussions.