134 / 254
HANS LOOSER (1919-1988)
170
●
SHILD AG. Circa 1973.
49
1
/
2
x35
1
/
4
inches, 125
3
/
4
x89
1
/
2
cm. J.C. Müller, Zurich.
Condition A: minor creases at edges. Framed.
A graduate of Zürich’s Kunstgewerbeschule, Looser opened an advertising agency in 1953, specializing
in fashion illustration. His painterly style is immediately recognizable in this advertisement for Schild
AG, a successful Men’s clothing store since its founding in 1922, with branches throughout Switzerland.
The store was originally known as Tuch AG, for whom Looser also designed posters (see the next lot).
The company changed its name in 1972. Schweiz / Plakat p. 228.
[800/1,200]
HANS LOOSER (1919-1988)
171
●
TUCH AG / ZUM WILDEN MANN. 1963.
49
1
/
2
x35
1
/
4
inches, 125
3
/
4
x89
1
/
2
cm. Wolfsberg, Zurich.
Condition A. Framed.
[800/1,200]
PHOTOGRAPH BY CHRISTIAN COIGNY (1946- )
172
●
GRIEDER. 1979.
49
1
/
2
x35 inches, 125
3
/
4
x89 cm. Duo D’Art, Geneva.
Condition A: minor abrasions at edges. Framed.
Coigny is a Swiss fashion photographer known for primarily working in black and white. From 1975
to 1985, he designed posters for the Bon Genie Greider department store company. The extensive
campaign is notable for its stylized, staged tableaux within surreal and geometrically-imagined settings.
In keeping with the majority of the designs, the model’s face remains obscured or out of the frame of
the image. In this photo, like in his others for the series, he is less interested in promoting the store
or any products they might sell, and more interested in creating the feeling of intriguing situations.
Surrealist, theatrical and daring with his layouts, Coigny’s images for the company are always
fascinating and invite the viewer into the dreams he has designed. This fanciful, saturated image stands
out as one of the most colorful of the posters in the series. Schweiz / Plakat p. 102.
[600/900]
170
171