Jules Cheret Aux Buttes Chaumont Jouets
Buy this print on Etsy →A joyful burst of Belle Époque colour, this is Jules Chéret's poster for 'Aux Buttes Chaumont,' the famous Parisian department store, advertising its toy department ('Jouets'). A laughing, dancing figure whirls across the sheet in a swirl of movement and light, surrounded by the loose, sparkling brushwork and glowing colours that made Chéret the most beloved poster artist of nineteenth-century Paris. It is pure festive energy - an advertisement that feels like a celebration.
Jules Chéret (1836-1932) is often called 'the father of the modern poster.' Adapting new colour-lithography techniques, he flooded the streets of Paris with huge, brilliantly coloured posters full of joyous, high-kicking women - the so-called 'Chérettes' - who came to embody the gaiety of the age. His work transformed advertising into a vibrant public art form and paved the way for Toulouse-Lautrec and Mucha. A poster like this, selling toys for the great store on the Buttes-Chaumont, shows his gift for turning even a shop advertisement into something magical.
The charm of the design lies in its lightness and movement: the tumbling figure, the confetti of colour, the sense of laughter and play perfectly suited to a toy shop. It radiates warmth and good cheer.
As wall art it is wonderfully uplifting. The bright, playful palette makes it a natural for a nursery, child's room or playroom, a family space, a kitchen or a cheerful gallery wall. It is a delightful gift for parents and new babies, lovers of Paris and Belle Époque art, and anyone who enjoys colourful, whimsical vintage posters, and it pairs beautifully with other Chéret and Belle Époque prints.
Because the original dates to the late nineteenth century, it is firmly in the public domain, which is why we can reproduce it at full museum quality.
Each print is produced on premium 189 gsm museum-grade archival matte paper, faithfully capturing the sparkling colour, lively brushwork and warm vintage paper of the original lithograph - ready to frame and enjoy for years to come.
