La Rinascente (Fashion Catalog Poster)
Print, vintage advertising poster on paper • Attributed to Marcello Dudovich (1878–1962), a master of Italian poster art
Style & Movement
Art Deco / Stile Liberty (Italian Art Nouveau transition)
Medium & Technique
Color lithograph (chromolithography) using flat ink planes and stylized linework
Creation Period
Circa 1921-1925
Dimensions & Format
Approximately 100 x 140 cm (standard large poster format); portrait orientation
Subject Description
A fashionable flapper-era woman seated on a yellow patterned sofa, wearing a cloche hat with an ostrich feather and a fur-trimmed wrap. She is shown browsing a catalog, symbolizing the luxury shopping experience associated with the La Rinascente department store in Milan.
Condition & Value Assessment
Condition Assessment
Good to Fair; visible rippling of the paper suggests it is not linen-backed and may be affected by humidity
Estimated Market Value
$1,500 - $3,500 USD (depending on whether it is a first edition or a mid-century reprint)
Auction Estimate
$1,200 - $2,800 USD
Provenance History
Produced by Edizioni 'Clamor' D. Gualtieri, Milan (as seen in the bottom right stamp). Likely used as a promotional display for the Milanese department store.
Art Historical Significance
Represents the height of Italian commercial graphic design during the interwar period. This specific imagery reflects the 'Golden Age' of the Italian department store and the emergence of the modern independent woman as a consumer.
Notable Features
Includes the authentic printer's stamp for Edizioni 'Clamor' and the characteristic red 'LA RINASCENTE' typography at the base.
Condition Issues
Notable paper waving/warping under the glass; light-induced yellowing of the matte; potential acidic burn from the cardboard backing or matte.
Conservation Recommendations
Professional linen backing to flatten the paper; replacement of the current matte with acid-free museum-grade materials; installation of UV-protective glass.