132 x 90 in./335.3 x 228.6 cm Imp. Duval & Bedos, Paris
“The world of this artist—Jean Cocteau recalled him as ‘the most refined man I ever met’—was one of car races, fashionable watering holes, casinos and elegant automobile shows. He designed a great number of posters for the department store, Au Bon Marché, and for many other diverse products. To convey his message René Vincent used smiling faces, small children, elegant or athletic people who projected a love of life which, between the wars, was the hallmark of a particular segment of the French people. Color, form, composition—everything is imbued with with a sense of carefree cheerfulness” (Weill). Seeing as he wasn’t precisely one to indulge in historical allegory, one has to assume that this couple is just about to head out to a fancy costume ball. And Bon Marché has everything one could possibly want to make the night a memorable one: gloves, perfume, flowers, lace, and fantasy hosiery. Hubba-hubba! This is a six-sheet poster.
"Squaawk! Polly wants her summer fashions!" Vincent's many posters for the Paris department store Au Bon Marché constitute a magnificent pageant of "where fashion sits, puttin' on the Ritz" during the Roaring '20s; this two-sheet poster is surely the most carnivalesque of them all.
136 x 90 in./345.4 x 228.6 cm imp. Duval et Bedos, Paris
The fabulous fashionista seems to exclaim, “Get a load of me!” to her young attendants. It’s the romance of shopping that Vincent sells more strongly than any other component—a theme that comes across loud and clear, especially in this largest six-sheet variant.
Condition: A- / Slight tears at top and bottom edge.
René Vincent virtually invented auto advertising for the moneyed elite, with an elegant and precise line extending from the machinery to the women he drew. In this ad, as in so many since, we can see the wealthy couple leading the children to the back seats in the new family sedan. "See all Ford agents for the latest Ford creation: new line, elegance and indisputable chic, refined comfort, and mechanical improvements for all models." The bright burst of golden leaves, matching the wife's coat, supplants an exhaust plume with clever placement. Together with the Racing Green of the car, it's as a superb visual shorthand for "top-down fun from Spring to Fall." Strikingly, this French advertisement doesn't name the car: we suspect it's the 1928 Model A Convertible.