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William BradleyVictor Bicycles Overman Wheel Co “Les Maîtres de l’Affiche” series (Plate 152)1899
1899
$1,673.70
£1,219.81
€1,400
CA$2,294.73
A$2,562.31
CHF 1,336.57
MX$31,507.38
NOK 16,869.17
SEK 15,881.73
DKK 10,652.89
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About the Item
Designed in 1899 by the renowned American graphic artist William H. Bradley, this original lithographic poster for Victor Bicycles, produced by the Overman Wheel Co., is a classic example of late 19th-century Art Nouveau advertising. Part of the celebrated “Les Maîtres de l’Affiche” series (Plate 152), the poster exemplifies the fusion of functionality and elegance in advertising design, reflecting both the period’s artistic trends and the growing popularity of bicycles.
Bradley, often referred to as the “American Beardsley,” was a key figure in American Art Nouveau and brought a distinctive aesthetic to this work. The poster is richly evocative, showcasing his hallmark style of strong linear patterns, soft curves, and harmonious compositions. It effectively conveys a sense of motion, grace, and modernity—qualities associated with the Victor Bicycle brand.
The central imagery features a stylishly dressed woman riding a Victor Bicycle. Her confident posture and flowing garments symbolize freedom and sophistication, reflecting the cultural movement of the time where bicycles were empowering women and revolutionizing personal transportation. The detailed linework and subtle interplay of shadows and highlights emphasize both the elegance of the rider and the mechanical precision of the bicycle itself.
The typography is seamlessly integrated into the design, with “Victor Bicycles” prominently displayed, drawing attention to the brand while harmonizing with the overall composition. The inclusion of Overman Wheel Co., the manufacturer, further underscores the quality and reputation of the product.
Bradley’s use of soft, muted tones and organic shapes aligns with the Art Nouveau style, which sought to blend art and everyday life. This aesthetic not only made the poster visually captivating but also conveyed an aspirational lifestyle to potential buyers—associating Victor Bicycles with sophistication, leisure, and innovation.
This poster was part of the “Les Maîtres de l’Affiche” (Masters of the Poster) series, an iconic collection published between 1895 and 1900 that featured works from the greatest poster artists of the time. Produced under the direction of Jules Chéret in Paris, the series elevated the status of commercial posters, celebrating them as an art form and solidifying their importance in modern visual culture.
The Victor Bicycle poster reflects a pivotal moment in history when bicycles represented modernity, mobility, and personal freedom. At the turn of the 20th century, bicycles were becoming increasingly accessible, symbolizing not only technological progress but also social change—particularly for women, as bicycles offered newfound independence and liberation from traditional constraints.
Today, this poster is celebrated for its artistic value and historical significance. It represents the golden age of advertising posters, when functional products were elevated into cultural icons through art. William H. Bradley’s mastery of design and his ability to communicate an aspirational message have made this work a lasting symbol of the era.
The Victor Bicycles poster remains a highly sought-after piece for collectors of Art Nouveau and cycling memorabilia. It is a reminder of how advertising can transcend its commercial purpose to become a timeless work of art, blending beauty, innovation, and cultural insight.
Advertising - Cycle - United States
The masters of posters Pl.152
Printed by Chaix
- Creator:William Bradley (1801 - 1857, British)
- Creation Year:1899
- Dimensions:Height: 11.42 in (29 cm)Width: 15.75 in (40 cm)
- Medium:
- Period:
- Condition:Very good condition.
- Gallery Location:PARIS, FR
- Reference Number:1stDibs: LU1792215720002
William Bradley
Bradley was a Portraitist, miniature painter, and draughtsman. Had no formal training but was mentored by Sir Thomas Lawrence. Born and died in Manchester, active in London 1823-1847. Exhibited at the R.A., British Institution, and Free Society of Artists whilst in London.
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