Eternal Innovation: The Art of Jules Cheret's Posters

Early life and development

Jules Cheret (1836 -1932) - Driehaus Museum

The artist has caught my eye from my library this month is Jules Cheret, a renowned French poster artist who was stated as the father of modern poster in France. Based on what I have read and researched, Cheret was born in 1836 to a French typesetter in Paris. He embarked on his artistic journey by delving into painting and receiving training in lithography – a printing technique prevalent in the 1800s - at the age 13. For 3 years, he honed his skills in this craft, crafting lettering, decorative motifs, and sheet music covers for various print workshops over the next decade. In 1859, Cheret ventured to London to futher his lithography training. It was during this time in the vibrant city that he encountered to the colourful, eye-catching illustrated posters adorning its wall. Inspired by these visuals, he resolved to introduce this technique and artistic flair back to France. Upon his returning to Paris in 1866, Cheret established his own printing press and started creating vivid poster ads for cabarets, music halls, and theaters. According to insights from the book I am reading and several reputable sources online, Cheret and a few other artists were the pioneers of the illustrated poster.

Lithography is a printing technique that was invented in the 1700s predates Cheret's era by nearly a century. Unlike traditional methods that relied on raised surfaces or engraved plates, lithography introduced a flat surface where images could be drawn directly using special greasy materials. This innovation allowed for highly detailed and accurate reproductions of artwork, texts, and illustrations. Cheret revolutionised this technique to simplify the chromolithographic process by using 3 primary colours: red, yellow and blue. He ingeniously layered these colors, creating various shades by adjusting their transparency. By 1877, Cheret had upgraded to steam-powered presses which significantly increased poster production and speed compared to hand press. His creative advances transformed the advertising landscape at the time. Nonetheless, between 1875 and 1880, intense competition from other specialized printers led to his company's bankruptcy in 1880. In 1881, he merged with Imprimerie Chaix – a printing company that produced railway timetables and maps as well as newspapers. Cheret then became the artistic director of the company’s poster division. With an extensive fleet of presses and designers, he produced a staggering 250,000 posters annually or 2,500 daily. His work also received a lot of critical attention around this time. He was considered by critics as the King or Master of the poster. Cheret's posters depict a variety of characters, each tailored to the purpose of the advertisement. However, one character stands out as distinctly Cheret's creation—the Cherettes. These seductive, larger-than-life fantasy figures were a staple in Cheret's promotional art, appearing in advertisements for entertainment, beverages, medicines, and lamp oil. Described as cheerful and often towering at eight feet tall, the Cherettes are a signature element in Cheret's body of work, reflecting his knack for capturing movement and visual allure. This artistic style resonated with the evolving urban lifestyle and social norms of the time. In the book Always New: The Posters of Jules Cheret, his posters was showcased spanning six categories such as "Novelty Acts: Cabaret Performers and Spectacle" and "La Mode de Paris: Fashion and Department Stores." These are the 6 galleries that were organized at the exhibition with the same name. It features over 100 posters, drawings and prints donated to the Milwaukee Art Museum from the James and Susee Wiechmann collection of Cheret’s work.

The Wiechmann is known to own the biggest collection of his work with more than 600 posters. Despite his prominence, finding comprehensive books about him has been challenging. The book Always New: The Posters of Jules Cheret was given to me as a birthday gift. You can only find him in scholarly researched papers discusing his contributions to colour lithography and Parisian social milieu of his time. I am glad to see Cheret’s work has gained more attention and recognition and hope that I could visit future exhibitions dedicated to his remarkable body of work.

Always New: The Poster of Jules Cheret

The book Always New: The Posters of Jules Cheret presents a unique opportunity for readers to appreciate late nineteenth-century posters as an art form and gain insights into Cheret’s career progression and artistic style. It showcases his creations for department stores, fashion, Parisian cabarets, travel, and consumer goods, offering a comprehensive view of his diverse portfolio. The book also includes essays delving into Cheret’s artistic evolution, adding depth to the reader's exploration. To learn more about this exhibition, you can watch the video from the Milwaukee Art Museum discussing the collection.

According to sources, in recognition of his groundbreaking contributions to commercial printing, Cheret was honoured by the French government in 1890 as a Knight of the Legion of Honor, highlighting his ability to merge artistry with industry. After retiring to Nice in the South of France, a museum dedicated to his legacy was established in 1928, immortalising his impact on the art world until 4 years before he passed away.