Fraisette (1909) print high resolution

"The Fraisette" (1909) by Leonetto Cappiello showcases the artist's revolutionary approach to poster design during France's Belle Époque period. The striking image features a young woman in elegant black attire, gracefully perched upon an enormous strawberry against a bold black background. The contrast between the vibrant red fruit and the dark elements creates an arresting visual impact, exemplifying Cappiello's signature style of using dramatic, unexpected juxtapositions.

Cappiello, often called the father of modern advertising, created this piece for a strawberry liqueur brand. His innovative technique of using a single, dramatic image against a dark background marked a significant departure from the detailed, text-heavy Art Nouveau posters of the era. The simplicity and boldness of the design reflected the emerging modernist sensibilities of the early 20th century, while maintaining an air of sophistication and charm.

The artist's choice to depict the female figure in contemporary fashion while placing her in a surreal setting demonstrates his understanding of both commercial appeal and artistic innovation. The composition brilliantly merges reality with fantasy, creating a memorable visual metaphor for the product's essence. This approach revolutionised advertising art and influenced generations of subsequent designers. The piece exemplifies how Cappiello transformed commercial art into a form that could both sell products and stand as significant artistic achievement in its own right.

The printing technique employed in this lithograph demonstrates the high quality of French commercial printing during this period, with its rich colours and precise linework showcasing the technological capabilities of the time. This particular piece represents a pivotal moment in advertising history, when art and commerce merged to create something entirely new and influential.