Tell Shoes | Frauenfeld

«The parallelism, as I use it, is either universally valid—then my work has a universal meaning—or I have been mistaken, then my art is nothing more than an illusion.» – Ferdinand Hodler

And what does this quote have to do with the poster by Otto Baumberger advertising Tell brand shoes manufactured in Frauenfeld in the Canton of Thurgau (aside from the fact that the soldiers are marching in single file, as is fitting)?

Well, Hodler's perspective (as well as his pride and confident demeanor) has left a lasting impression on quite a few (younger) Swiss artists. His influence went even further, as it is thanks to him that modern art in Switzerland began to assert itself against historicism and allegories, which paved the way for Eduard Stiefel, Otto Baumberger, Emil Cardinaux, Eduard Renggli, and others who also worked as poster designers—which, in turn, helped the modern poster achieve a breakthrough in Switzerland.

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