LUDWIG HOHLWEIN (1874-1949) HERMANN SCHERRER. 1907.

49x35 3/4 inches. G. Schuh, Munich.
Condition A-: tears, creases and minor discoloration in margins; horizontal folds. Paper.
An absolute masterpiece of modern graphic design, Hohlwein referred to this poster as "The man with the saddle." Although not his first poster it can be considered the starting point of his career as a commercial poster artist. Against a brownish background which serves to delineate the image and with the riding pants and waist coat constructed in a cut-out fashion, Hohlwein invented a style of illustration which, following in the steps of the Beggarstaff Brothers, was a revolution. This image was so striking that it became an emblem of the company, who used it on catalogue covers and even on their clothing labels. When the German design magazine Gebrauchs Graphik dedicated an entire issue to Hohlwein, the artist drew a modernized version of the image, which shows just how important it was to Hohlwein himself. Hohlwein p. 128 no. 101, Modern Poster p. 82 no. 56.