Pierre Couronne, best known today as the illustrator of numerous books for children, was one of many well-known artists hired by Noveltex shirt company to design its advertising posters; he began working for the company from the 1940s. This image of suave-looking man in his cool Noveltex shirt who attracts an admiring glance from a woman in the background is characteristic of Couronne’s rather conventional designs from the decades after World War II promoting products as diverse as Nescafé coffee, Scandale and Christian Dior lingerie, Peugeot motorcycles, and Jean Patou perfume. The Boussac fabric referred to here had been introduced to the French market by Marcel Boussac in 1934; his innovative textiles for fashion and furnishings quickly became known for their high quality and formed the basis of his vast empire. In 1946 he financed Christian Dior’s new fashion house in Paris.