La Gomme - Jules Cheret

Cheret poster reading "For sale at all bookstores; price, 3 francs 50 centimes; La gomme [The Smart Set], by Felicien Champsaur; published by E. Dentu, 3 place de Valois, Paris." 1889. - Jules Cheret (French; 1836-1932) Leading lithographer; set up his own shop, specializing in posters, in 1866 (in 1881 this shop became part of the Imprimerie Chaix, publishers of Les Maitres de l'Affice); after selling shop, continued doing commercial graphics, but also painting, tapestry cartoons, etc.; combining rococo grace and modern Parisian elegance, created a true poster style (rather than imitation of oil paintings); first major poster artist to draw directly on lithographic stone.