Description
This is a remarkable original Italian vintage poster for Copertoni Impermeabili Moretti, created by the master designer Luciano Achille Mauzan around 1921. This authenticated oversize stone lithograph is one of the most whimsical and memorable pieces in the Moretti raincoat advertising canon.
The imagery is brilliantly absurd: a contented elephant draped in a bright yellow Moretti raincoat stands in pouring rain, while his human passenger clutches a traditional umbrella. The satire is immediate and powerful—if you can fit a raincoat on an elephant and keep him happy, surely a Moretti coat will work perfectly for you. The elephant’s satisfied backward glance tells the entire story: comfort, protection, and style, even in the most unlikely circumstances.
The tagline reads “Eterni come la pioggia!” (Eternal as the rain itself)—a poetic assertion that Moretti raincoats, like the weather, are a permanent fixture of civilized life. This visual poetry, combined with bold typography and striking color work, showcases Mauzan’s genius for combining humor, commerce, and art.
Printed by Maga of Milano on unbleached natural paper and professionally mounted on archival linen, this oversize poster (53.25″ × 77.5″) was designed to dominate public spaces—train stations, theaters, street corners. It survives today as a testament to both Mauzan’s creative brilliance and the enduring charm of early-20th-century Italian advertising design.
Luciano Achille Mauzan (1883–1952) was one of Italy’s most celebrated poster artists. His work is documented in major collections and references: Mauzan, A181; Mauzan/Cartellonista, p. 59; PAI-XXXV, 381.
Condition & Details:
- Original, professionally preserved
- Size: 53.25″ × 77.5″ (oversize)
- Medium: Stone Lithograph
- Artist: Luciano Achille Mauzan (1883–1952)
- Year: circa 1921
- Printer: Maga, Milano
- Backing: Linen (archival quality)
- Condition: Very good; ready to frame
This is an authenticated vintage poster specialist piece. The Vintage Poster stands behind every item in our collection. We’re IVPDA certified and provide a Certificate of Authenticity with each purchase. Collectors of Italian design, circus and animal imagery, advertising history, and fine lithography recognize this poster as a standout acquisition. Our vintage posters for sale come with expert condition assessments, honest descriptions, and 24/7 online availability.
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