J.C. Leyendecker became famous for the handsome people in his Arrow Collar ads, and for the 322 memorable Saturday Evening Post covers that he painted. This popular illustrator also created beautiful advertising for Interwoven Socks, Kuppenheimer Clothes, Ivory Soap, and Chesterfield Cigarettes. All of Leyendecker's paintings for the Liggett & Myers Tobacco Company used the fade-away technique pioneered by artist C. Coles Phillips in 1908. This style of combining the foreground and background in the same color eliminated unessential detail. The Chesterfield smoker pictured below left is a veteran of World War One. The military ribbons pinned to what should be his coat tells viewers so.