Ellice: The New Art

French for ‘The New Art,’ was an international art movement style of decoration and architecture that peaked in popularity at the beginning of the 20th Century.(1880-1914)
The movement was characterised by intricate patterns, flowing, curvilinear designs that incorporated floral and other natural and plant inspired motifs. 2D pieces were painted drawn and printed in popular forms such as advertising, posters, labels and magazines. 3D pieces included ceramics, jewellery, and architecture.

Alphonse Mucha was a well known artist of this era. He produced a flurry of paintings, posters, advertisements, and book illustrations, as well as designs for jewellery, carpets, wallpaper, and theatre sets. His posters are probably the best-known works of the Art Nouveau movement. He used a combination of a beautiful female figure, rich decoration and extravagant lettering that seems to clearly define the particular style of the era. They radiate luxury and pleasure.
Mucha's posters took advertising to the level of art. Yet this was art that was out in the street, visible by everyone regardless of wealth or education. Art brought to the People through advertising.

Mucha's way was based on a strong composition, sensuous curves derived from nature, refined decorative elements and natural colors. Mucha's posters were emphasised with rich gold borders and heavy black lines around each figure. These lines or borders allow each figure to show up clearly against the detailed background he created.

Alphonse Mucha attempted to distance himself from the fame his art brought. He insisted always that, rather than adhering to any fashionable stylistic form, his paintings came purely from within. He declared that art existed only to communicate a spiritual message, and nothing more.