Manteau Salf
Artist
Erel
Printer
H. Chachoin, Paris
Date1925
MediumLithograph
Dimensions60 1/2 x 45 in. (153.7 x 114.3 cm)
ClassificationsPoster
Credit LinePoster House Permanent Collection
Object numberPH.4244
DescriptionThe French painter and illustrator known only as “Erel” seems to have established his career immediately after World War I, and during the 1920s and ‘30s produced numerous illustrations for posters and magazine advertisements for items as diverse as toothpaste, cosmetics, perfumes, pasta, and clothing. This is one of several designs he made for Salf waterproof coats, and the figure of a hiker reading his map on a rock while securely protected from the elements in a Salf coat also appeared in black and white for one of the company’s magazine ads. The blank space in the lower register of the composition allowed Salf itself to provide updated information about where to obtain the coats (as seen in another of its posters) or for the company’s distributors to add their own text. During the late 1920s, Erel’s advertising designs became increasingly influenced by the streamlined, stylized forms of the prevailing Art Deco style.On View
Not on view
