Sepo and Noveltex: from advertisement to art

Severo Pozzati (1895-1983), also known as Sepo – pronounced “Sepò” as it would be in French – was a painter and advertisement poster artist who worked in France and Italy in the past century. He was the author of the first advertisement campaign that Noveltex put out in the late 1920s.

Sepo once explained, “Noveltex posters were designed in 1927 and launched in January of 1928, and actually influenced the international scene at the time […]. I even had the chance to create one of the first examples of graphic-chromatic unity in history (red, black, white, and gray), which I maintained for about a decade in all the company’s advertisement media and packaging.”

“In 1927-28, Noveltex put out the longest and most complex advertisement campaign,” an article on weekly “Vita Trentina” read in 1981. “It focused on [dress shirts] themselves and not on the overall act of wearing them, as the competition usually did. Sepo made the objects king of the poster ad, because he was convinced that the practical value of his work would not destroy the creative one, and would in fact add to it.”

“The breakthrough, in my work,” the artist concluded in an interview, “was illustrating what the client asked for, thus tying a double bond with true advertisement as a form of art.”

Severo Pozzati, Sepo, Noveltex, 1928

1928

Severo Pozzati, Sepo, Noveltex, 1928

1928

Severo Pozzati, Sepo, Noveltex, 1928

1928

Severo Pozzati, Sepo, Noveltex, 1928

1928

Severo Pozzati, Sepo, Noveltex, 1930 ca

ca. 1930

Severo Pozzati, Sepo, Noveltex, anni Trenta

1930s

Severo Pozzati, Sepo, Noveltex, 1936

1936

Severo Pozzati, Sepo, Noveltex, 1936

1936

Severo Pozzati, Sepo, Noveltex, 1949

1949

Severo Pozzati, Sepo, Noveltex, anni Quaranta

1950s

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