C'est du Cleret

"Smile, Madame!" exclaims this cheery in-store poster created by the famous poster artist, Jean d'Ylen. And how could we not smile at the charming butcher who walks towards us, arms overflowing with the delicious Cleret food products? This is an extremely rare image. The Cleret brand appears to have specialized in cured meats; from ham to tins of foie gras and casings of sausage. This poster was intended to be displayed inside a grocery store, likely near the meats aisle. Jean Paul Beguin, better known as Jean D'Ylen (1886-1938) created many advertisements in this popular style, using stunning primary colors. The influence of Leonetto Cappiello on this artist's work is apparent in the dark background and the flowing, floating stance of the charismatic figure. After a career started as a jewelry designer, D'Ylen became an advertising illustrator for the publishing company Vercasson Paris. He later rose to prominence after Cappiello left the company in 1916. D’Ylen was a master of co