During the 1890s, called the “Belle Epoque” in France, the popularity of poster art was such that in 1884 a major exhibition was held in Paris and posters transformed the avenues of Paris into the “art galleries of the street.” Largely reliant upon form, line and colour, Art Nouveau proved the ideal poster design, and dominated the Parisian poster scene up until the late 1900s.
Mucha was a highly desirable illustrator not just for theatre, but for a whole host of consumable products that remain some of his most recognizable works. The combination of a beautiful female figure, rich decoration and extravagant lettering became all the rage.