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In the aftermath of World War II, France faced a daunting recovery challenge. Its industry was in tatters, its farms were decimated, and its citizens demoralized in the wake of a military loss and occupation. Rampant inflation left most citizens unable to purchase much beyond basic necessities. General Charles de Gaulle, the leader of the Resistance, was elected President in 1958 with a promise to rebuild France as an independent global power. His reforms impacted every part of French life, from its economy to its shopping habits, its moral code to its leisure pursuits.
The posters produced during this period, however, rarely hinted at this turbulent landscape. Instead, advertising focused on producing bright, optimistic images that saturated streets with cute rather than with chaos. This trend was epitomized by a female design team known as Lefor-Openo, whose signature upbeat, cartoonish characters would become emblematic of postwar French advertising.
Marie-Claire Lefort and Marie-Francine Oppeneau became collaborators in school. The two women sought a simpler and catchier version of their long names with which to sign their posters. They ultimately embraced “Lefor-Openo” as their moniker—a choice that would stick with them throughout their 12-year careers.
Written by Angelina Lippert with contributions by Michael Lellouche and Vincent Joigneaux. Published by RIT Press with Poster House in 2026. Paperback, measures 11 x 8.5 inches, 90 pages. ISBN 9781956313598