Raincoats Ettore Moretti - Milan 1921

Editor: Whoa. I love the almost surreal vibe! It's a poster, but there’s this dreamlike quality to seeing that man perched on top of the umbrella like that. Curator: It certainly has a unique charm. We're looking at "Raincoats Ettore Moretti - Milan," a poster created around 1921 by Leopoldo Metlicovitz. Editor: 1921? The Art Nouveau influence is strong! Makes me wonder what Milan was like then… I mean, he looks so… contained. Very buttoned-up. And then—boom! He’s standing on an umbrella. It's as if his staid existence takes flight, literally carried by stylish weather protection. Curator: Right. Considering the era—the aftermath of WWI, a period of significant social and political shifts—this advertisement serves not just as marketing, but almost as an aspirational symbol. The raincoat represents preparedness, a form of control and protection against an uncertain future. He is perched high above it all. Editor: Totally. The angle makes him look kind of heroic, actually. Like he’s conquered the elements… or is about to conquer them. The swirling rain gives it all a wonderful sense of movement. Do you think the choice of a male figure says something about the target audience? Curator: Absolutely. Post-war, there were redefined expectations around masculinity—a return to traditional roles perhaps, but also the embrace of modernity. Portraying a well-dressed man confidently facing the storm would certainly appeal to notions of masculine resilience and preparedness. Also, that this raincoat can do so much for a person, not only withstand the rain, but enable him to new heights. Editor: I also find it so interesting how something as functional as a raincoat and umbrella become… glamorous, almost empowering! Curator: Precisely, the piece uses both style and social messaging. Metlicovitz was incredibly skilled at capturing these nuances, imbuing a simple ad with societal weight. It represents protection from not only rain, but broader anxieties of the time. Editor: Makes you think twice about your own raincoat, doesn't it? More than just waterproof fabric, this advertisement represents so much! Curator: It does indeed. And looking back, it’s striking how an image created for a specific moment can offer so many layers for us to unpack now.