Mucha Lithograph: FLIRT BISCUITS
Mucha Lithograph: FLIRT BISCUITS, framed

FLIRT BISCUITS

Alphonse Mucha
FLIRT BISCUITS
Lithograph
1899

An original Alphonse Mucha Lithograph print.

1899

Original lithograph printed in colors on wove paper.

Signed on the stone lower right Mucha.

A superb impression of the only recorded variant of this display poster printed after the addition of the text “Grand Prix – Paris 1900” to the lower decorative bar. Published by Lefevre-Utile et Cie, Paris; printed by F. Champenois, Paris, bearing his credit line at the lower edge of the image

Catalog: Rennert/Weill 72 var. 1; Bridges A4.

23 3/16 x 9 15/16 inches

Sheet Size: 24 1/8 x 11 3/16 inches

“Flirt” was one of the brands of biscuits made by the Lefevre-Utile company, which commissioned Mucha for a number of projects over the years. This small poster was meant as a point of sale display.

The implication inherent in the name of the biscuit is realized here in the discreet flirtation between a very coy maiden and a handsome gentleman, a scene full of ardent intimacy despite its outward decorum; one of Mucha’s tenderest and most romantic concepts. It is always fun to look for the initials “LU” in Lefèvre-Utile posters: here, we can find them on the girl’s dress in profusion, and the full company name appears in the wrought iron gate behind the couple. Plus, there is a quarter slice of the biscuit itself in the lower left corner.

The added text “Grand Prix – Paris 1900” in the bottom decorative bar identifies this as a variant of the original version of this poster. Like most prestige companies, Lefèvre-Utile always displayed its wares at major fairs and trade exhibitions, and kept careful tabs on all the medals and prizes won by their products Lefèvre-Utile had one of the most spectacular private pavilions at the 1900 Exposition Universelle, facing the Seine.

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