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A print of Superbagnères, c. 1960, by Lefor-Openo.
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.
During this period, Superbagnères, like many spa towns and ski resorts in France, was forced to reconsider the nature of its clientele. It was no longer a playground for the ultra-wealthy and needed to attract more middle-class visitors to remain profitable. Here, Lefor-Openo shows a modern, sporty woman in casual attire as the face of “sun, snow, and health” in the mountains.
Measures 17 x 11 inches. Ships rolled.
© Estates of Marie-Claire Lefort and Marie-Francine Oppeneau, All Rights Reserved.
