Description
This original L’Alsacienne poster is a striking, oversized stone lithograph created circa 1920 by Belgian artist Charles Roux. Commissioned by the Brussels-based fabric dye company JE Goossens, this original L’Alsacienne poster stands as one of the most charming and visually captivating advertisements of the Art Deco era. The poster’s centerpiece is an adorable young girl with a Kewpie-doll aesthetic, rendered in warm, inviting tones, surrounded by brilliant ribbons and streamers in vibrant hues—a clever visual metaphor for the company’s diverse selection of dye colors.
Charles Roux masterfully captured the essence of the L’Alsacienne brand through both whimsy and sophistication. The girl’s delightful expression and the cascading ribbons represent the “Teint & Ravive” (dye and revive) services offered for “Tous Tissus Légers” (all lightweight fabrics). The bold typography and striking color palette make this poster instantly recognizable and deeply memorable—exactly the effect sought by early 20th-century advertisers vying for consumer attention.
At 63″ × 92″, this is a truly oversized poster that commands presence and attention. The ambitious scale speaks to the importance of the L’Alsacienne brand and the advertising budget allocated to promote fabric dyes across Belgium and France. While many posters were produced for this dye company over the years, this particular design by Charles Roux stands apart for its emotional appeal and artistic finesse.
This is a genuine, conservation-mounted stone lithograph on linen backing, in excellent condition, with vibrant original colors fully preserved. The poster is accompanied by a Certificate of Authenticity. The Vintage Poster specializes in sourcing rare, museum-quality original vintage posters like this one—never reproductions. This is a treasured piece of advertising history and textile industry heritage.
Charles Roux (fl. c. 1910–1930s) was a distinguished Belgian artist known for creating compelling commercial posters and advertisements during the Art Deco period. His work combined refined artistic sensibility with effective marketing imagery, particularly in campaigns for textile and fabric dye companies. Roux’s designs are celebrated for their balance of aesthetic appeal and commercial purpose—a hallmark of the golden age of European poster design. His L’Alsacienne series remains among his most sought-after works.
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