Literature: Llewellyn, Sacha, and Paul Liss. Portrait of an Artist. Liss Llewellyn, 2021, p.215.

Having studied in Antwerp and Paris, during which time he was influenced by the famous poster artist Alphonse Mucha, John Hassall became one of Britain’s most success graphic artists of his generation. His work was characterised by the use of flat colours enclosed by thick black lines,  a style widely recognised when, from 1895 he began work as an advertising artist for David Allen & Sons, a career which lasted fifty years,  and included iconic  posters such as  “Skegness Is so Bracing” (1908). Between 1896 and 1899, he produced over 600 theatre poster designs for the firm.

In 1900, Hassall opened his own New Art School and School of Poster Design in Kensington.  The Hassall brand was thus pass onto a new generation: Annie Fish, Bert Thomas, Bruce Bairnsfather, H. M. Bateman and Harry Rountree were among his students.  He also belonged to several clubs, including the Langham (until 1898), the Savage, and the London Sketch Club, of which he was a President from 1903- 1904. Dudley Hardy and with Cecil Aldin, were life long friends He was, not surprisingly, the  subject of numerous  portraits by his students and admirers .