Description
This poster shows a sharply dressed smoker in a belted waterproof coat and fedora, standing dry atop an open umbrella while rain lashes diagonally across the sheet. The headline “Impermeabili Ettore Moretti, Milano” advertises Moretti raincoats; the lower copy also offers “waterproof covers” and “camping and sports tents.”
Issued in Milan for Ettore Moretti of Foro Bonaparte 12, it sells modern waterproof clothing through a memorable visual pun. Auction catalogues most often date the design to 1921.
Metlicovitz pares the image down to one witty central motif, balancing muted greys against vivid red lettering. It is a large colour lithograph printed by Officine G. Ricordi & C., Milano, with the artist’s printed monogram at lower right.
