Drawn to the posters, perhaps? Avenue Chéret in Le Plessis-Trévise might not scream “art central”, but its namesake, Jules Chéret, certainly does. Jules Chéret was no ordinary man. He was a French painter and lithographer. More than that, he mastered Belle Époque poster art. Some even call him the father of the modern poster.
Born in Paris in 1836, Chéret came from a poor family. However, they were creative artisans. His education was limited. At thirteen, he apprenticed with a lithographer for three years. His interest in painting led him to art courses. He studied at the École Nationale de Dessin. Like many artists, he learned from the masters in Paris museums.
From 1859 to 1866, Chéret trained in lithography in London. There he absorbed the British poster design approach. Returning to France, he revolutionized advertising. Chéret created vivid poster ads for cabarets and music halls. Think of places like the Eldorado, Olympia, and Folies Bergère. Also, consider the Théâtre de l’Opéra and Moulin Rouge. He even did illustrations for the satirical weekly Le Courrier français.
Ernest Maindron, a poster collector, recognized Chéret’s impact. Maindron wrote about illustrated posters in 1884. He later published a book on the subject in 1886. Chéret, along with Léon and Alfred Choubrac, pioneered the illustrated poster. In the early 1870s, Chéret and the Choubrac brothers reduced color lithography costs via technical advances.
Chéret’s art was inspired by Rococo artists. Jean-Honoré Fragonard and Antoine Watteau influenced his scenes of frivolity. His advertisements became highly sought after. He expanded to plays, festivals, beverages, and perfumes. Railroad companies and manufacturers joined his client list.
His posters often featured free-spirited women. Pundits called him the “father of women’s liberation”. Previously, women in art were either prostitutes or puritans. Chéret’s “Cherettes” were different. They were joyous, elegant, and lively. These images were liberating for Parisian women. It signaled a more open atmosphere. Women engaged in formerly taboo activities. They wore low-cut bodices and smoked in public. A writer of the time noted it was hard to imagine Paris without its “Cherets”.
In 1895, Chéret created “Maîtres de l’Affiche”. This collection featured the best works of ninety-seven Parisian artists. His success inspired a new generation. Poster designers like Charles Gesmar and Henri de Toulouse-Lautrec emerged. Georges de Feure was one of his students.
In his later years, Chéret retired to Nice. He enjoyed the French Riviera climate. He died in 1932 at ninety-six. He was interred in the Cimetière Saint-Vincent in Montmartre.
The French government awarded him the Légion d’honneur in 1890. This recognized his contributions to graphic arts. While his paintings earned respect, his advertising posters are his legacy. Edmond de Goncourt hailed Chéret as “the first painter of the Paris wall”. He was “the inventor of the art in the poster”.
In 1933, a posthumous exhibition of his work occurred at the Salon d’Automne in Paris. Today, Chéret’s posters are highly sought after by collectors worldwide. So, as you stroll along Avenue Chéret, remember the man who transformed the streets of Paris into an art gallery.