Electricine | Maitre de L’Affiche: Plate #55

This artwork is from Les Maitres de L’Affiche series; miniature versions of outstanding stone lithograph artworks of the most important advertising posters by the finest artists.

In this poster for the Electricine luxury lighting company, Lefever creates a design worthy of his mentor Jules Cheret, whom Lefever was a pupil of when he worked at the Chaix printing house. Reminiscent of Cheret's famous Saxoleine series (see PL.13 and PL.145) in it's composition, Lefever takes a more subtle approach, emphasizing the product (the lamp) itself and it's glowing light against an elegant model.

“Although Lefever’s technique was very close to that of his teacher Cheret, his style was quite different . . . Whereas Cheret displayed an infectious vitality which flowed right to his fingertips, the younger man was much more lyrical, much softer. Carefully and circumspectly the young lady with the flattering hairstyle sets down a lamp, which is lit by the brand of paraffin she is advertising, Electricine. With a dreamy look she touches the lampshade with her left hand, evoking an atmosphere of respectable, well-groomed domesticity” (Rennert, PAI-XXXVI, 373)