REYNET (20th century). - Lot 266

Lot 266
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REYNET (20th century). - Lot 266
REYNET (20th century). Complete set covering the twelve months of the year. Illustrated promotional calendar by Laboratoires Le Brun. Paris, 1953. Complete set of twelve color-illustrated cards, each dedicated to a month of the year 1953 (January through December), drawn and signed on the plate by Reynet. The front of each card features a poetic and sentimental scene depicting young couples throughout the seasons; the back shows the monthly calendar accompanied by an advertisement for various pharmaceutical products from Laboratoires Le Brun, located on Rue de Lübeck in Paris. The illustrations, executed in a style characteristic of the 1950s, unfold a continuous narrative throughout the year: winter walks, romantic dates, garden scenes, boating, the national holiday, hunting, snow-covered landscapes, and end-of-year balls. Together, these elements form a true illustrated calendar that blends romance, subtle humor, and the decorative aesthetic of the postwar era. The back of each card features the calendar for the corresponding month as well as an advertisement for pharmaceutical products from Laboratoires Le Brun: Eucalyptine, Eucalyptine Penicillin, Mictasol, Pancalcion, etc. Complete set of 12 cards. In very good condition. A charming, complete set of illustrated advertising calendars, a remarkable example of French commercial graphic design from the 1950s. Reynet’s compositions captivate with their delicately narrative style and instantly recognizable aesthetic, reminiscent of press illustration, children’s books, and high-quality advertising cards. The twelve scenes form a romantic cycle that follows the changing seasons, from the snowy landscapes of January to the festivities of December. Beyond their iconographic interest, these cards bear witness to an era when major pharmaceutical companies commissioned professional illustrators to distribute advertising calendars to their clientele—calendars intended to be kept throughout the year. These ephemeral items have largely disappeared today, making complete sets particularly sought after. A beautiful decorative collection combining illustration, pharmaceutical advertising, and graphic art from the 1950s, preserved in its entirety—a quality that has become rare on the market.
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