Lu Levèvre Utile

This advertisement created for confectionery company Lefevre-Utile embodies the best of post-war commercial artist René Gruau. Gruau is most famous for his fashion illustrations for Dior. The block colours seen here and the black outlines are characteristic of his highly recognisable style. Gruau was inspired both by the ukiyo-e prints of Edo-era Japan and the poster art of fin-de-siecle master Tolouse-Lautrec. Though he usually worked in fashion advertising, he brings the same attitude of elegance to this advert for LU, whose luxurious biscuits were greatly sought after in post-war France.

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This original print was published in a periodical from 1955.

We do not sell reproductions. Your art comes with a certificate of authenticity.

This original print was published in a periodical from 1955.

Your art comes with a certificate of authenticity.

Details

Year

1955

Illustrator

René Gruau

Type

Framed advert

Size

24.5 × 31.5cm | 9"44 x 12"2

Item #

401

  • Frame Specifications
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Frame Specifications

Size: 32.7 × 42.7cm or 12.87″ x 16.81″

Frame material: anodised aluminium

Color: black

Glass: “float”

At VAA we deploy modern technology to preserve these antique illustrations. The uniquely hard-wearing frames we use are designed in Switzerland; their durability results from the process of anodising. Anodising is a surface treatment which protects and decorates aluminium using an anodic oxidation process. As a result of this, these frames are especially resistant to corrosion and heat, protecting this vintage art from wear and tear.
We frame each illustration ourselves in our workshop in Lausanne, Switzerland. The float glass we use is crystal clear with a very flat surface and carefully polished edges. The frames are 32.7 × 42.7cm (12.87″ x 16.81″). The result? We present you with a period illustration- a genuine antique- enclosed by a frame of the highest quality. In this way, we like to think we’re bringing modern technology and antique artistry together.

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