| Fashion
for Jardin des Modes
1957 - 60 |
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Introduction |
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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.
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| 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. |
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| Frank Horvat Photography Fashion Photos - Jardin des Modes (1957-60) |