[Trade Catalogue] Lecoq et Mathorel. Typographie Lithographie Gravure. Impressions d'Art. Chromotypo Procédés 3 et 4 Couleurs. Catalogues de Luxe Albums Travaux de Commerce

Paris: Lecoq et Mathorel. Wraps. Ribbon tie. Near Fine. N.d., circa 1904 (based on calendar featured in one of the plates, plus the fashions on display). Oblong, 15 by 24 cm. 30 leaves (all printed solely on rectos), 28 of which are illustrated plates, eight with full color chromolithography, and several others with color highlights or partial coloring. The company was of course promoting its printing capacity, and besides color printing, it was highlighting its skill with photo reproduction and what it called similigravure. While the content of the plates is deliberately various, a predominant feature of the plates, as reflective of the times and the products showcased in specimen advertisements, is the Art Nouveau aesthetic. The specimen ads include several for automobiles and for fashions, both male and female, of the day. These ads, and the products shown, are very handsome indeed. Also a firearm ad, and several reproductions of landscape artworks. Condition: light wear. Trivial corner chip, and rear wrap has small closed tear. Very light soiling on the endpapers.