E. And A. Mele And Ci 1900

This is a poster by Leonetto Cappiello advertising E. and A. Mele and Ci., a department store in Naples. Cappiello, working in the late 19th and early 20th centuries, revolutionized advertising with his bold, simplified designs. Here, Cappiello presents a vision of bourgeois luxury and leisure. A woman adorned with a fur stole and elaborate hat is escorted by a man in evening wear. The phrase "Novita per Signora" which translates to "Novelty for Ladies" speaks to the burgeoning consumer culture of the time, targeting women as primary consumers of fashion and novelty items. But it's not only selling a product: it’s selling a lifestyle, an aspiration towards European modernity and sophistication. Cappiello’s image presents us with a particular vision of Italian identity, one interwoven with class aspirations and European cultural norms. This advertisement offers a glimpse into the complex interplay between commerce, gender, and cultural identity in early 20th century Italy.