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Our official exhibition poster for Cuteness, Conservatism, & Consumption: Lefor-Openo and Postwar France on view at Poster House from September 25, 2026–February 21, 2027.
The poster features a detail of Vichy, c. 1958, by Lefor-Openo.
One of Lefor-Openo’s best-known advertising images, this poster design fully embraces Mayor Pierre Coulon’s vision for a new Vichy. Issued as a general travel campaign both domestically and throughout Europe, it promotes the many leisure activities, from sports to gambling, that can be enjoyed in the region.
The posters of postwar France rarely made plain its daunting economic challenges. 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 (Marie-Claire Lefort and Marie-Francine Oppeneau), whose signature upbeat, cartoonish characters would become emblematic of French mid-century commercial and political advertising.
Measures 24 x 18 inches. Ships rolled.
© Estates of Marie-Claire Lefort and Marie-Francine Oppeneau, All Rights Reserved.
