Martini & Rossi - Vermouth Bianco (The White Lady)
Advertising poster, likely a later 20th-century lithographic or offset print reproduction on paper • Marcello Dudovich (1878–1962)
Style & Movement
Art Nouveau / Liberty Style transitioning into early Art Deco
Medium & Technique
Color printing (original was lithography) characterized by bold flat colors and elegant line work
Creation Period
Original design circa 1917-1920; this specific object appears to be a modern reproduction from the late 20th century
Dimensions & Format
Approximately 70 x 100 cm or standard poster size, presented in a vertical portrait format
Subject Description
A stylish woman dressed entirely in white with a voluminous feathered hat and gloves, holding a small glass of vermouth against a dark background to emphasize the 'Bianco' (white) product.
Condition & Value Assessment
Condition Assessment
Good to Very Good. The paper shows minor surface waviness and edge wear consistent with recent storage.
Estimated Market Value
$20 - $100 (for a modern reproduction)
Auction Estimate
$30 - $80
Provenance History
Unknown; likely purchased from a museum shop or commercial poster gallery. Features 'Edizioni STAR - Officine I.G.A.P. Milano' text which refers to the original printer.
Art Historical Significance
One of the most iconic images of Italian poster art. Dudovich was a pioneer in using the 'modern woman' as a central marketing figure, defining the elegance of early 20th-century Italian commercial design.
Notable Features
Features the unmistakable signature style of Marcello Dudovich in the top left and the classic branding of Martini & Rossi Torino at the bottom.
Condition Issues
Slight curling of paper due to being stored rolled; minor handling creases and light reflections on the semi-gloss surface.
Conservation Recommendations
Professional framing using UV-resistant glass and acid-free mounting to prevent yellowing and fading. Store flat in a climate-controlled environment.