Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design. Cappiello illustarted from Gil Blas (or Le Gil Blas), the Parisian literary periodical founded by Augustin-Alexandre Dumont in November 1879. It was in publication until 1914. The cover is for a story "L'Impossible Sincerite" penned by Baroness Hélène van Zuylen van Nijevelt van de Haar or Hélène de Zuylen de Nyevelt de Haar, née de Rothschild (21 August 1863 – 17 October 1947), was a French socialite, author, a sporting figure in Parisian life and a member of the prominent Rothschild banking family of France. Her main creative writing period was from 1902 through 1907 when she collaborated on stories and poems with her lesbian partner Renée Vivien.