Fine Art M.S. Rau | Lucky Strike By Erte

Erté (Romain De Tirtoff)
1892-1990 | Russian-French

Lucky Strike

Signed “Erté”(Lower Right)
Inscribed “No. 5737” (En Verso)
Gouache On Paper

Designed For A Unique Performance That Showcased Women Attired As Iconic American Cigarette Brands, This Ensemble By Erté Is Aptly Named Lucky Strike. Likely Created For A 1941 Cabaret Event Featuring Thematic Dances And Choreography, The Model’S Attire Is Both Sultry And Whimsical, Embodying The Form Of A Cigarette. Her Slender White Silhouette Mimics The Cigarette’S Body, Adorned With Golden Accents, Lucky Strike Branding And A Headpiece That Evokes The Cigarette’S Tip.

Lucky Strike Was A Trailblazer In The Realm Of Modern Marketing, Launching Its Renowned “It’S Toasted” Campaign In 1917. This Campaign Asserted That The Brand’S Tobacco Was Toasted Rather Than Sun-Dried, Ostensibly Offering A Smoother Smoking Experience. Additionally, Lucky Strike’S Marketing Strategies Aimed At Women, Promoting Smoking As A Means Of Weight Loss And Glamour, Set Pioneering Standards In The Value Of Marketing Products Directly To Women. Throughout The 20Th Century, Lucky Strike Appeared In Films, Television Shows And Literature, Often As A Symbol Of Refined Mid-20Th-Century American Culture.

Russian-French Visionary Romain De Tirtoff (1892-1990), Popularly Known As Erté, Began His Artistic Journey In The Culturally Rich City Of St. Petersburg, Where He Developed An Early Fondness For Ballet And Theatrical Performances. He Moved To Paris In 1912 To Study Architecture, And Quickly Found His Creative Niche In Crafting Fantastical Costumes For The City’S Bustling Nightlife. Erté‘S Expertise, Refined Under The Guidance Of The Famed Paul Poiret, Captured The Attention Of Harper’S Bazaar, Marking The Beginning Of A Significant Partnership That Spanned From 1915 To 1936. The Artist Also Designed Sets For Notable Cinematic Masterpieces Including Ben Hur And La Bohème, And Created Sets And Costumes For Cabarets, Operas And Other Performances At The Folies-Bergères, Bal Tabarin, The Théâtre Du Bataclan And Le Casino De Paris. Often Remembered As The “Father Of Art Deco,” Erté Was A Trailblazer Whose Colorful Creations Shaped The Groundbreaking Art Deco Era More Than Any Other, Leaving An Indelible Mark On The History Of Art And Design. His Artworks Reside In Prestigious Museum Collections Worldwide, Including The Metropolitan Museum Of Art In New York, The Victoria &Amp; Albert Museum In London And The Los Angeles County Museum Of Art.

Painted 1941

Paper: 14 1/4” High By 10 1/2” Wide
Frame: 20 3/4” High By 16 7/8” Wide By 5/8″ Deep

Exhibitions:
M.S. Rau, New Orleans, Erté And The Era Of Art Deco, October 14, 2023 – January 3, 2024

Provenance:
Private Collection, Paris
M.S. Rau, New Orleans