Art Deco The Laughing Cow Advertising Sculpture from Novita, France, 1920s

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France / 1920 / Reclame “La Vache Qui Rit” / Novita / plaster / Art Deco

A rare and irresistibly … Read more France / 1920 / Reclame “La Vache Qui Rit” / Novita / plaster / Art Deco

A rare and irresistibly charming piece of early 20th‑century French commercial art, this 1920 La Vache Qui Rit advertising sculpture, produced and signed by Novita. It captures the joyful spirit of one of France’s most iconic brands. Created during the formative years of the company, when Art Deco aesthetics were beginning to shape visual culture, this plaster bust embodies both the optimism of the era and the playful identity of the beloved laughing cow.

Rendered in bold, saturated colors and sculpted with exaggerated, expressive features, the piece translates the famous logo into a three‑dimensional form designed to attract attention in shop windows and from bustling street corners. The cow’s broad smile, stylized horns, and confident posture reflect the graphic language of the 1920s, when advertising embraced humor, personality, and modernity to captivate a rapidly expanding consumer audience.

The sculpture sits on its original base, bearing the brand’s name and early typography, an important detail for collectors of French ephemera and Art Deco commercial design. Made of plaster, it carries the authentic signs of age: small restorations and minor imperfections that testify to its decades of display and its survival as a rare promotional object.

Today, pieces like this are prized not only for their nostalgic charm but also for their cultural significance. They represent a moment when advertising became art, and when brands began to craft enduring visual identities that would resonate for generations. This piece has an attribution mark,
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