1919 La Croix-Soleil Poster, Les Pansements La Croix‑Soleil, by Leonetto Cappiello, French, stone lithograph, advertising wall art decor

An original 1919 French advertising poster for La Croix-Soleil, or Les Pansements La Croix-Soleil by Leonetto Cappiello. It features a stark, modern aesthetic with a white-bandaged nurse contrasting sharply against a deep blue-gold checkerboard background, a signature of Cappiello's style. The design emphasizes the product's antiseptic and hygienic qualities, reinforced by product claims of "guaranteed sterilization." The poster targeted both medical professionals and the general public, leveraging the post-WWI focus on health and infection control through clear, visually-driven advertising rather than extensive text.
The products include antiseptic bandages: gauze, cotton and compresses.
Original stone lithograph
Artist: Leonetto Cappiello
Dimensions: 47.5 in x 31.5 in (121 cm x 80 cm)
Printed by Devambez, Paris
Condition: some light rough edges, see photos.

Leonetto Cappiello (1875-1942) revolutionized poster design, earning him the title "father of modern advertising." He broke away from the intricate Art Nouveau style, opting for bold simplicity.

Cappiello's signature style featured vivid figures placed against stark, often dark, backgrounds, making them pop and immediately grab attention. He prioritized minimalist compositions and exaggerated, vibrant colors to ensure the product or message was the undeniable star. His designs were dynamic, often humorous, and highly effective at building brand recognition through memorable visual symbolism.

Over his prolific career, Cappiello created hundreds of posters that profoundly influenced graphic design, paving the way for Art Deco and establishing a new, visually driven approach to advertising. Cappiello revolutionized advertising by pairing striking iconography with simple, emotive visuals. La Croix‑Soleil exemplifies this approach—using a stark, clean image to emphasize the purity and effectiveness of a medicated bandage, immediately grabbing attention with minimal text.

Because of the age of these posters, there are areas of wear and tear, particularly on the edges. I have done my best to take photos where they are torn. The good news is that when framed, the tears press up well against glass, and edges can be hidden by mats. Any wear picked up from years are part of the charm.

These posters are sent as unframed. They are delivered in a cardboard tube for protection.

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