Description

Savon La Tour — Leonetto Cappiello, 1920

This vivid 1920 advertising poster by Leonetto Cappiello was created to promote Savon La Tour — a French soap brand — and is a fine example of the revolutionary approach to poster design that made Cappiello the most influential commercial artist of his generation.

Leonetto Cappiello (1875–1942) was born in Livorno, Italy, but settled in Paris in 1898 and rapidly became the dominant figure in French poster art. Where his predecessors — Chéret, Toulouse-Lautrec, Mucha — had filled their compositions with elaborate detail, Cappiello stripped things back: a single bold figure, often fantastical, leaping from a stark dark background. This approach transformed how brands communicated visually, and his influence on 20th-century graphic design is incalculable.

By 1920 Cappiello was at the height of his powers, producing memorable images for brands including Campari, Cinzano, Bouillon Kub and Klaus chocolate. The Savon La Tour poster shows his characteristic wit and energy — a product elevated into something joyful and memorable through sheer graphic invention.

Digitally restored by an artist — surface wear removed, colours refreshed, vintage character retained. Copyright: Personal use only — no resale or redistribution.

Download includes 5 high-resolution JPEG files: 4×5 (up to 40×50cm) · 3×4 (up to 18×24″) · 2×3 (up to 24×36″) · International (A5–A1, 50×70cm) · 11×14″

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