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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