The article examines the features of the image of the founder of modern dance Loie Fuller on French theatre posters of the late 19th century and the first quarter of the 20th century. Analysing the works of J. Cheret, J. de Paléologue (Pal), A. Meunier, J. de Fer, M. Orazi and P. Colin, the author reveals the evolution of Fuller’s image in the poster art: the transition from a realistic image of the dancer to an abstract transmission of the essence of her dance, which was caused not only by a change in artistic styles (from naturalism to art nouveau and modernism), but also by a new understanding of theatrical art, where movement and light become the main components of theatrical performance.