Fashion for Jardin des Modes

1957 - 60

 

Introduction
   
 

This monthly magazine was created in the thirties by Lucien Vogel, one of the pioneers of the illustrated press. After his death, in the mid-fifties, he was replaced by his assistant, Jacques Moutin, who wished to adapt the magazine to the evolution of the fashion world, from elitist haute couture was to more popular ready-to-wear. In 1957, Moutin noticed my photographs of Paris and asked me to join the magazine. I told him that I was mainly a photo-journalist, working with a 35mm camera and available light (I did'nt mention the fashion photographs I had done in Italy, partly because I wasn't too proud of them, partly because I didn't wish to do that kind of work again). Moutin said: "never mind the technique, just work your own way" . After a successful trial session, he offered me a yearly contract.

My desire for a "more natural" look (or what seemed so at the time) created a lot of problems to the editors, the models, the printers, etc. But it fitted the trend towards a more casual fashion style: in the following years, most women's magazines took the same turn, and many photographers adopted techniques similar to mine.

 

 
  10 photographs are presented here
11 images from this series are in my digital files, several more are among my negatives.
Of many others I have destroyed the negatives, in a fit of self-criticism that I later regretted.
 
     

Frank Horvat Photography
Fashion Photos - Jardin des Modes (1957-60)