Category Archives: Work in Progress

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‘L’Origami du Monde’: 032c Turns Ethnographic Gaze Onto National Geographic

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As I approach the last six months of my thesis, I’m currently in the process of piecing together a coherent visual narrative from the hundreds of pages of images I’ve examined over the last two and a half years. And there are a fair few; my thesis examines over one hundred years of National Geographic magazine’s representation of Brazilian dress, with a focus on the period since 1988, when the magazine celebrated its centennial. These magazine images are all contextualised, of course, by numerous examples from contemporary visual media, as I’ve tried to analyse the networks of meaning produced across the global mediascape.

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Yet it was only fairly recently that a colleague passed on the Autumn/Winter 2013 25th edition of 032c, which featured an interesting pop-up art piece on National Geographic. I was curious to find out what sort of framework this Berlin-based contemporary culture magazine (which has been described by New York Times journalist Andreas Tsortzis as ‘below the radar of mainstream, but required reading for the movers and doyennes of the art and fashion world’) would adopt in commemorating the Washington-D.C. based, and now unequivocally mainstream, National Geographic. Entitled ‘L’Origami du Monde’, the artwork was created by French artist Cyprien Galliard to commemorate the 125th anniversary of the popular ‘scientific’ and educational journal. Gaillard is, after all, an avid collector of National Geographic. As he told Purple magazine: “It’s the kind of magazine your father had. It was this prism that you looked at the world through. There’s something very colonial about it.”

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National Geographic was first established as a tall, slim scientific brochure devoid of images with a dull brown-coloured cover in September 1888.  It’s now a global brand that encompasses cable television, books, maps, merchandising, additional magazines and a website, all easily recognisable by its popular motif: a bright yellow border. Gaillard’s artwork in 032c juxtaposed six brightly coloured photographs sourced from unknown locations in the trajectory of National Geographic’s documentation of ‘the world and all there is in it’. The instructions that accompanied it read:

‘Gaillard’s art edition for O32c can be assembled by making three simple folds from left to right into the inside hinge of the magazine. No glue is required. This anachronistic monument is held together by tension’.

So the interpretation of the artwork, I quickly realised, was entirely dependent upon the 032c viewer, who acquired an active as opposed to passive participatory role in its construction. This offered an interesting twist on the common complaints about National Geographic’s distanced ethnographic gaze, which has rendered subjects as dehumanised objects. Rather than analyse National Geographic at arm’s length, as many of its harsher critics have, Gaillard provided a critical and material re-engagement with the magazine at close quarters, and encouraged readers to do the same. This provided an alternative re-reading of National Geographic that cut through its purportedly disinterested anthropological gaze. Of course, for the naïve reader, there is no doubt an excitement in looking at colourful photographs culled from National Geographic. Indeed, some might deduce that the aesthetic qualities of Gaillard’s sculptural collage present a further aesthetisisation and exploitation of National Geographic subjects. I would argue, however, that the aesthetic is a critical device used here by Gaillard to subtly draw the reader in, in order to then boldly undermine their preconceptions of National Geographic, by treating the magazine itself as exotic specimen.

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Crucially, Gaillard’s sculptural collage was designed not just to be read, but to be felt too. The O32c viewer had to physically assemble the artwork with her hands, a process that encouraged readers to rethink dressed National Geographic subjects in multidimensional terms, experienced concurrently as image and object. As a result, L’Origami du Monde hinted at the way in which National Geographic has communicated with its readership not just in terms of linguistic signification or effect, but also through the sensations, memories, emotions and affect that have been folded into its representations of dressed Brazilian subjects.

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References:

032c Issue 25 Winter 2013/4, pp. 158-167

Andreas Tsortzis, ‘A new breed of fashion magazine comes into vogue’, New York Times, August 20, 2007

Sven Schuman, ‘Cyprien Gailard: Architectural Hangover’, Purple, Issue 18 Autumn/Winter 2012

Ready-to-wear, rupture and continuity in the space of Elle magazine post 1968

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The student protests of May 1968 brought focus to Paris’ streets on national and global levels, and this was echoed in French fashion imagery. A ready-to-wear editorial in the 2 September 1968 issue of Elle by Claude Brouet and Marie-Thérèse des Cars set the tone for the straightforward representation of women and the city that would characterise those in magazines in the latter part of the decade and into the next. Here, Peter Knapp photographed women in the streets of Paris, walking or standing against city walls, sometimes looking beyond the camera or directly into its lens. In one image, a model traversed the picture plane in long, confident strides with one arm stretched upwards, as though to shield her face from the bright sunlight. This pose was repeated throughout the editorial; in some instances, the model’s smile was absent, turning the functional gesture into one of protest. In view of the student protests and strikes that engulfed the country three months earlier, contemporary readers might have interpreted the editorial in terms of solidarity.

Indeed, in this imagery, Knapp may have directly referenced the first day of the protest, in which many commentators later remarked on the still, sunny aspect of Paris’ streets before violence erupted. In the 17 June 1968 issue of Elle, for example, journalist Denise Dubois-Jallais contrasted what began as “a lovely Friday in May” with the image of “[…] enraged young people, cobblestones in hand, running towards a police car and, all of a sudden, the noise of shattered glass […].” And although those protests did not focus on women’s rights, they served as a symbolic call to arms, according to commentaries such as that by Michèle Perrein, in the 21 October 1968 issue of Elle. In an article on her personal experience of sexual inequality, Perrein wrote that: “the student revolt […] did me well, so much that I felt, deep down, it corresponded to my own.” Likewise, Knapp’s images represented the calm period that loomed before more vocalised feminist struggles in 1970, the year that saw the establishment of the Mouvement de Liberation des Femmes, as well as Elle’s Etat Généraux de la Femme debates.

Political concern was also held in tension within the text that accompanied Knapp’s images. It conceived of ready-made fashion in terms of action and choice. The author ranked the season’s clothing trends as secondary to the reader herself, who would deploy the clothing to feel comfortable and liberated in it: “But the essential, in all that, will be you. Your way of choosing clothing for its comfort and freedom […].” The text thus highlighted both continuity and rupture. Magazines had promoted ready-made clothing’s freeing attributes—achievable through the wearer’s skill and personality—since they began to feature ready-to-wear in the mid-1950s. However, given magazines’ constant representation of novelty, these attributes were repositioned in view of the May protests to signify the reader’s recognition of her control and capability.

The clothing produced in the mid to late-1960s also worked alongside Elle’s new discussion of wearer experience. From the mid 1960s, magazines characterised jersey and other knitted garments as second skins. And consumer testimonies were consistent, such as that of Monique Naudeix, who recounted how her prized knitted jackets by Sonia Rykiel from the late 1960s “hugged the body.” Peter Knapp’s photographs in the 8 September 1969 issue of Elle highlighted the ways in which fabric clung to and draped against models’ moving bodies. Several small images flanked central ones to depict subsequent steps in the act of walking. In one image, a model wore a knitted ensemble by Sonia Rykiel, a garment that allowed for her swiftness, evidenced by its blurred edges that also blurred the boundaries between body and fabric. These photographs showcased clothing for easy, confident feminine movement. Also central to the image, although secondary in importance to the monumental, active model, was the Paris street, which imbued it with urban capital. And after the events of May 1968, simple streets and pavements assumed an iconic status. As opposed to post-war imagery, in which models hesitatingly tested Paris’ new spaces, busy with street traffic, that symbolised modernity, in 1969 and 1970, magazines showcased women walking assertively on Paris’ pavements. In her June 1968 article, Denise Dubois-Jallais unknowingly set the stage for these visualisations in her description of the aftermath of the May barricades: “the people, curious, arrived with the sun. No cars. The streets [were] like pavements. No cars except for burned carcasses (what a symbol!).”

 

Sources

Denise Dubois-Jallais, “Sous le balcon d’Albertine, cinq mois, une révolution éclate,” Elle, nos. 1171, 1172, 1173, 17 June 1968.

Michèle Perrein, “Le droit de renaitre,” Elle, no. 1192, 21 October 1968, 35.

Elle, no. 1185, 2 September 1968.

Author, Interview with Monique Naudeix, Paris, 1 December 2014.

 

We will be posting a sneak peak of our Women Make Fashion/ Fashion Makes Women conference on the blog later today, for those who missed it. Watch this space for this special unscheduled post!

War, Women and Lipstick

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‘War, Women and Lipstick’, House of Tangee Advertisement, Vogue, July 15, 1943, page 75.

In recent months, countless hours perusing the US Vogue database has enabled, or rather become an outlet for, my intense cosmetics and advertisement addiction.

There is much pleasure to be had in tracing the origins of what we now consider to be heritage brands, and the pivotal campaigns that have shaped their iconic status. In many cases, Second World War years were fundamental, as the backdrop of turmoil and increased social changes inevitably became a barometer of cosmetic houses’ ability to adapt and remain relevant. At the same time however, the progression from the 1930s into the 1940s stood to magnify the deeply complex relationship shared between the cosmetics industry and women.

In a recent Man Repeller article, the modern use of cosmetics was categorized as either ‘shield’, or ‘weapon’. This echoes a study undertaken in 2008 by LVMH researchers that attributed two inherent abilities to cosmetics: the ability to ‘camouflage’, and the ability to ‘seduce’. Hardly a revelation, yet the recognition that camouflage relies on an internal desire, while seduction relies on the external surface, was as pertinent if applied to examples from the 1930s and 1940s, as it is to today’s cosmetics.

As we saw in Nicole’s January post, ‘Cosmetics: freedom in a tube’, the 1930s was synonymous with possibility and opportunity. Not only for the liberation of the female body in terms of activity, but for the promotion of a new visual discourse that encouraged exploration of surface identity through the use cosmetics. In this respect, the cosmetics industry was pivotal in mobilizing both the wearer and spectator, as makeup became a recognizable symbol of free will and autonomy- a ‘shield’ with which to navigate, or identify modern femininity. What is clear moving into the 1940s is the apparent reversal of feminine ideals, repositioning women both as wearer and consumer, and cosmetics as ‘weapon’. Though this is surely to be expected during such upheaval, the wearer becomes a vessel though which the aims of the nation can be expressed, and thus loses her individual identity under the guise of ‘femininity’.

It was a common strategy for all cosmetics houses, not limited to industry behemoths such as Elizabeth Arden and Helena Rubinstein, to focus on the collective identity of women rather than their individuality. In doing so, they expressed what David Clampin has stated as the desire of the industry to participate in wartime society. The above advert from the House of Tangee, for example, encourages women to wear lipstick as a show of ‘strength’ for adapting so courageously to their new roles in masculine spheres. Superficially, the imagery employed by the advert suggests support for the freedom of female expression solidified in the ‘30s. However, such a ‘shield’ is re-positioned by the cosmetic house as a ‘weapon’, as femininity itself becomes an extension of the nation’s ambition to assert supremacy over Germany – a country that discouraged such displays of femininity. Makeup therefore becomes emblematic of carrying out a task, even if it is not a product of the wearer’s free will. The spectator recognizes cosmetics as national ambition, over the ambition of the wearer. In this light, solidarity is achieved, but external forces manipulate ‘self-expression’.

It is arguable, when following the trajectory of advertisements after the war that the use of makeup never quite returns to being the show of independence that it was in the ‘30s. There is always a task to be completed, often requiring seduction of some sort. Next time you are browsing the pages of a magazine, question whether the advert is positioning makeup as a shield, or as a weapon. I think you will be surprised.

Sources:

David Clampin, Advertising and Propaganda in World War II: Cultural Identity and the Blitz Spirit (New York: I.B Tauris & Co Ltd, 2014)

R. Korichi, D. Pelle-de-Queral, G. Gazano, A. Aubert, Why women use makeup: implication of psychological traits in makeup functions, J Cosmet Sci, 2008 Mar-April, 59 (2)

http://www.ncbi.nlm.nih.gov/pubmed/18408870

Zuzu Angel

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Zuzu Angel, the mother of Brazilian fashion, Itau Cultural, Sao Paulo
Zuzu Angel, the mother of Brazilian fashion, Itau Cultural, Sao Paulo
The Pepsi Ladies, 1965
The Pepsi Ladies, 1965
Pink organza dress of pure silk, no date
Pink organza dress of pure silk, no date

I’m currently researching a paper that I plan to give at the conference we are holding on the 16th May, ‘Women Make Fashion/Fashion Makes Women’. My paper is entitled ‘Zuzu Angel: Fashioning Resistance to the Brazilian Military Dictatorship, New York, 13th September, 1971’ and concerns the Brazilian fashion designer Zuzu Angel, who earned the title ‘Woman of the Year’ in 1969, awarded by the National Council of Women in Brazil.

On 14th May 1971, Zuzu’s son, twenty-six year old Brazilian student Stuart Edgar Angel Jones, was ‘forcibly disappeared’ in Rio de Janeiro by the intelligence agents of the Brazilian military dictatorship (1964-1985). This was because Stuart was a leader of the left-wing guerrilla organisation, MR-8, who opposed the right-wing regime, which was covertly supported as a result of Cold War tactics by the U.S. government.

Prior to Stuart’s disappearance, Zuzu was celebrated for her exotic and colourful designs that drew on folkloric images of Brazil, such as Carmen Miranda and tropical flora and fauna. Yet following 13th September 1971, when Zuzu held a fashion show at the general consul of Brazil’s residence in New York, her designs initiated a radical change in tone. As she explained: ‘Four months ago, when I began to think about [the show], I was inspired by my country’s colourful flowers and the beautiful birds. But, then, suddenly this nightmare entered my life and the flowers lost their colour and the birds went crazy and I produced a collection with a political theme’.

Some of Zuzu's fabric prints
Some of Zuzu’s fabric prints

I began my research last year in Sao Paulo, whilst on a study trip researching my PhD at National Geographic Brasil headquarters. My time spent in Sao Paulo coincided with a fashion exhibition about Zuzu, held at the Itau Cultural Centre (1 April 2014 – 11 May 2014). It was curated by her daughter Hildegard Angel, a journalist and founder of the Instituto Zuzu Angel, with Valdy Lopes Jn, Itau Cultural’s art director, and entitled ‘Occupation Zuzu: Mother of Brazilian Fashion’.

The exhibition presented dresses, documents, objects, sketches, photographs and letters, some of which Zuzu wrote to famous Brazilian and foreign intellectuals, politicians, such as Henry Kissinger, and celebrities, such as Brazilian singer Chico Buarque, all connected to her attempt to draw international attention to her son’s assassination. Most notable in the collections displayed was the drastic change in Zuzu’s designs after 1971, which were much darker and more solemn, as can be seen in a long black silk gown printed with gold detail. Designs such as this one marked a stark contrast from earlier collections, which were exuberant and colourful, as can be seen in Pepsi Ladies (ca. 1965), and in her print designs, which used embroidered tropical birds.

My paper will examine the coverage of Zuzu’s sobering collection in the United States fashion press to consider the representation of women and maternal femininity. This will be contextualised within the broader news coverage of systematic torture in Brazil that was reported under the military regime. I’ve already done some research at the National Library in Rio de Janeiro, but I’ll be visiting the British Library to look at American papers such as the New York Times and Washington Post. Zuzu’s story is a chilling one in Brazilian fashion history, namely because she died in 1976, in a car crash whilst traveling late at night through one of the tunnels in Rio de Janeiro. It was discovered later that her car had been doctored by the Brazilian political police and her early death, like Stuart’s, was not coincidental.

Photo of Zuzu with a model
Photo of Zuzu with a model, date unknown, probably mid 1960s
Mourning of Zuzu, ca 1971-76, a mix of pure silk and muslin
Mourning of Zuzu, ca 1971-76, a mix of pure silk and muslin

‘Women Make Fashion/ Fashion Make Women’, a conference celebrating fifty years of history of dress at the Courtauld, will take place on 16 May at the Courtauld Institute of Art. For more information and tickets, visit http://www.courtauld.ac.uk/researchforum/events/2015/summer/may16_WomenMakeFashion.shtml

 

Women Make Fashion/ Fashion Makes Women: Planning our Conference to Celebrate 50 Years of Dress History at the Courtauld

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Fashion Show, Barrett Street School, 1958. (Courtesy of the London College of Fashion Archives © (1958) The London College of Fashion)
Fashion Show, Barrett Street School, 1958. (Courtesy of the London College of Fashion Archives © (1958) The London College of Fashion)

The last few weeks have been increasingly busy for Dr Rebecca Arnold, Lucy Moyse and myself, as we’ve been finalising the last few details of our conference, entitled ‘Women Make Fashion/ Fashion Makes Women’, which takes place on Saturday 16th May at the Courtauld. Preparations began last year, when we decided to organise a conference as part of our celebrations running throughout this year, which commemorate 50 years since Stella Mary Newton first set up the History of Dress postgraduate course at the Courtauld in 1965.

We’ve been looking through the Stella Mary Newton archive that is held by the Courtauld Library for inspiration, and to find out more about correspondence that was sent to and from Stella during her time at the Courtauld. We’d like to thank Phillip Pearson and Anthony Hopkins for helping us to unearth this! We came across an interesting report written by Stella in 1969, which explained one of the difficulties the course had encountered in its early years:

‘The chief problem that faces this course is the scarcity of printed material of any value at all. This means that it is difficult to direct the students to read. Should they be told to read Panofsky, for instance, although he never refers to dress? The students are urged to go to all the art history lectures they can fit in and the timetable of the course is arranged so that they can do this…They find it most interesting to listen to the approach of the art historians but I try to discourage them from applying aesthetic or stylistic evidence to their own researches, naturally, since they would invalidate their own findings on the evidence of dress’.

It was interesting that Stella seemed to suggest such a division between an object-based and theoretical approach to dress history, and it made us consider how much the discipline has evolved to the way it is studied at the Courtauld today. Examining the material object in close detail is still a fundamental part of our analysis, but our judgement is also informed by many different fields and theoretical standpoints, which we allow to inform our analysis of dress and fashion as a global, interdisciplinary and multifaceted subject. We wanted our conference to reflect this diversity and draw upon the ways in which dress and fashion have been studied over 50 years, as an object and idea. We decided to split our programme into three themes: fashion media, fashion history, and fashion curation. We then invited a selection of scholars whose work we felt would highlight the significant role that women, including Stella, have played in designing, consuming, wearing, promoting and curating dress and fashion. We had a fantastic response from the speakers and chairs that we got in touch with, who were enthusiastic to be involved in the day. Of course, we’ve had to adapt and adjust our day accordingly in view of issues that inevitably arise, usually relating to speakers who wanted to be involved but have since found out that they are going to be away, or could no longer find the time within their schedules.

This then left us to the less academic side of things… organising where speakers and chairs would need to travel to/from, and booking hotels for those who were travelling from a long way away. We are particularly grateful to Jocelyn Anderson, Cynthia De Souza, Ingrid Guillot and Jessica Akerman for helping us to organize our budget and accommodate enough tea, coffee and biscuits for everyone, and, of course, a drinks reception! We’re also finalising a few other surprises, which won’t be revealed until the day, so you’ll have to wait and see…

We’re really looking forward to Saturday 16th May. If you haven’t managed to reserve your ticket yet, then tickets are selling fast, so please do so here:

https://www.courtauld.ac.uk/researchforum/events/2015/summer/may16_WomenMakeFashion.shtml

Ready-made Fashion and France’s Urban Fabric in Elle Magazine in 1963

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Bodies, dress and city space intersected in new ways in the 3rd May 1963 issue of Elle in an editorial that presented ready-made garments in toile, a linen textile. One photograph by Fouli Elia depicted a cross-legged model standing against the grid of the metal beams of a nondescript Modernist building that composed and dominated the photograph’s backdrop. She stared fixedly at something located off the page, and her look suggested that it was an open expanse of scenery, or an extension of her imposing architectural surroundings. Behind her, the building took on the greenish sheen of her shirt and skirt ensemble by the ready-made brand Stanley. Structure embodied the dressed model, both cast in the same hue, constructed from the same fabric. Likewise, the article’s text described clothing in spatial terms, and figure one was identified as “a large green space for this two-piece ensemble, comfortable and sweater style. In what? In toile fibranne.” This material, a rayon fabric similar to linen, was pictured alongside natural fibres in this spread. Yet the characteristics of this synthetic cloth, soft yet grainy, unstructured yet weighty, reflected paradoxes held within the fabric of the photograph. In contrast to the text, the image suggested a lack of space, through the subject’s close crop and the seemingly nonexistent distance between figure and building.

The editorial, with its images of models with outlined bodies superimposed onto buildings, appeared during a period of rapid urbanisation in France. From the 1950s and increasingly into the 1960s and 1970s, low-income housing estates, or Habitations à Loyer Moderé (HLM) were erected in cities’ suburbs to accommodate factory workers, immigrants, and Paris’ growing population. By 1964, there were at least 1,000 of these buildings in the three departments of the Parisian region. In direct contrast to deteriorating and crowded housing in Paris, the government promoted these cités, usually comprised of towers and high-rise blocks (grands ensembles) with park space, schools and other facilities, as symbols of France’s economic modernism and ‘progress.’ This language resembled that used to describe the developing French ready-to-wear, pictured increasingly in the fashion press during the 1950s and early 1960s. Articles in Elle also regularly discussed the housing transition; in 1961 for example, editor Anne-Marie Raimond surveyed women who lived in suburbs and sought to depict the vastness of these spaces and the new way of life they offered:

It is the most formidable exodus of modern time, causing the upheaval of landscapes as well as man’s customs and spirit. […] A new style is born, that of ‘garden cities,’ ‘ensembles,’ ‘residences,’ where sun and greenery come with the deed or lease. Inhabitants (almost) remain Parisian, Lyonnais, Lillois, but have changed rhythm and character. They blossom like plants uprooted from undersized pots, put into the wide earth.

As in the 1950s, descriptions such as this instilled the modernity and progress of the vast, new spaces in their female inhabitants. Elle’s 1963 article likewise conflated clothing, bodies and wide spaces, portraying garments as “very sunny dream ensemble[s],” and “To live in right away.” Yet, the incongruity between idealising text and subtly dark imagery hinted at growing criticism of these estates, and a heightened awareness of their realities.

These outer spaces likewise became normalised in magazine imagery. Pages in Elia’s editorial that displayed a fashion photograph beneath a landscape illustrated how magazines’ new definition of fashion city and urban space stretched to Paris’ suburbs and airport. One such image was cited as “Modern Paris. View from the southern highway between Paris and Orly.” Similarly, in light of Paris’ expansion, Henri Lefebvre wrote in 1970: “The urban fabric proliferates, extends itself, corrodes the residues of agrarian life.” In contrast to photographs of old, iconic, and static Paris (which traditionally upheld the symbolic construction of haute couture), these images visualised modern Paris in perpetual construction and expansion. Below this image, which stressed the vastness of suburban space and sky, a photograph pictured a model in front of a building. Like her above counterpart, the model seemed superimposed, and the frame could not contain her body. The caption identified her location as boulevard Lannes in Paris’ 16th arrondissement, the appropriate well-to-do setting for her expensive suit, in raw silk with and jersey blouse designed by Chloé, which was sold for 700 francs at the fashionable boutique Henry à la Pensée. Financial access to ready-to-wear was a constant promotional factor, which did not always correspond to reality. In this instance, readers were offered, yet barred from purchase of toile, and the ambiguous all-encompassing urban fabric of Paris.

Sources

“Faites vos plans sur la toile,” Elle, no. 906, 3 May 1963, 96, 99, 100, 102. Author’s translations.

Anne-Marie Raimond, “Une enquête une revelation une revolution: le visage et la vie des nouvelles banlieusardes,” Elle, no. 826, 20 October 1961, 84. Author’s translations.

Paul Clerc, Grands ensembles banlieues nouvelles: enquête démographique et psycho-sociologique. Paris: PUF, 1967.

Henri Lefebvre, The Urban Revolution, trans. Robert Bononno, Minneapolis and London: University of Minnesota, 2003 [1970], 3.

‘A Good Old-fashioned Head Lock’: Sport and Slimming Aids Battle it out in the Pages of Vogue

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Wrestling Sept 1925
‘Wrestling,’ from ‘Daily Dozens for Debutantes’, Vogue, September 1925.

As I was buried in old issues of British Vogue at the British Library this week, I came across an illustrated column called ‘Daily Dozens for Débutantes’ in a September issue from 1925. The column covered the topic of sports under the title ‘Hygienic Hints for Our Sweet and Strenuous Ones’. The series of mock-advisory illustrations by Charles Martin (a fashion designer, graphic artist, costume designer and illustrator) are a spot-on satire of the drastic reinvention of the female silhouette in the 1920s. The emancipated climate of post-war London led to an increase in sport and leisure activities, which in turn ushered in a new look that prioritized freedom of movement for liberated women. The modern aesthetic – streamlined, flat and tubular – demanded a leaner body. This posed a problem for some, and a proliferation of adverts in Vogue for quick-fix slimming products and regimes bears witness to this. Although this column precedes the first use of the term ‘keep-fit’ by about four years, Martin’s illustrations resemble commentators’ mild mockery of groups such as the Women’s League of Health and Beauty and the Legion of Health and Happiness in the thirties.

The sketches show women engaged in extreme sporting activities usually associated with men such as wrestling and boxing, accompanied by farcical counsel:

One of the best ways to do anything is to do it involuntarily. For instance, Yvonne, who is here seen volplaning through the ether, had no idea of going in for high jumping until her bicycle tactlessly wound itself about a telegraph pole.

These captions humorously allude to the incompatibility of women and sport, whilst others highlight their newfound right to inclusion:

Women are no longer content with ring-side seats at boxing entertainments, but must themselves be equipped to enter the arena and take on all corners.

Boxing Sept 1925
‘Boxing,’ from ‘Daily Dozens for Debutantes’, Vogue, September 1925.

It is rather amusing – and suspicious – that Vogue published these sketches mocking the popularity of sport alongside advertisements for ridiculous weight-loss products – my personal favourites being ‘thinning bath salts’ which promise to dissolve excess fatty deposits, and a magical ‘reducing paste’ to ‘slenderize thick ankles’. (The same advert also warns against ‘violent exercise’).

Clarks Sept 1925
Clark’s advertisement, Vogue, September 1925.

Were the new attitudes in health and hygiene a threat to the beauty industry, and by association the fashion magazines? The battle between sport, dieting and quick-fix beauty products is one that would continue to play out across the pages of women’s publications throughout the interwar years.

Slenderise Sept 1925
Clark’s advertisement, Vogue, September 1925.

Sources:

Martin,Charles, ‘Daily Dozens for Débutantes: Hygienic Hints for Our Sweet and Strenuous Ones’ Vogue. Late September, 1925

Matthews, Jill Julius, ‘They had Such a lot of Fun: The Women’s League of Health and Beauty Between the Wars,’ History Workshop Journal, 30 (1), 1990, p.23

East Village Eye: New Wave Fashion of the Recent Future

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Modern Girls at Play, East Village Eye, June 1979.
Girls in rehearsal shorts
Rhonda, in clothes from East Village boutique Natasha.
Models in a mix of vintage finds.

East Village Eye – a magazine published between 1979 and 1987 – shows the medium’s power to encapsulate a moment and to convey the excitement of collaboration, in terms of its contributors and of the collages of text and images of art, music, fashion and life in general in ‘80s New York. Drawing on the cut-up aesthetic of fanzines and the pop culture graphics of comic books, it brings to mind Guy Lawley’s discussion of their role in crystallizing subcultural ideals: ‘In some important ways, the origins of punk itself are closely linked to the comics medium.  By the winter of 1975-76, the new music coming out of New York’s CBGBs club (The Ramones, Television, Blondie, Patti Smith etc) was generating an intense local buzz, but little wider acclaim. People were calling it things like “street rock” until Punk magazine appeared in December of 1975 to give the scene a catchy name and (the appearance of) a unified identity. Indeed, it is claimed that The Eye was the first to use the term ‘hip hop’ – in an interview with rap pioneer Afrika Bambaataa – and these two subcultures dominate its pages, influencing art and pop culture in equal measures.

The Eye depicts the chaos of downtown and the possibilities that opened up for young artists – of all genres, who were able to rent cheap spaces in a part of the city abandoned by big commerce.  The area quickly became the generator of new art, and home to a string of vintage and fashion boutiques that dressed its participants. It speaks to the significance of space and place in hot housing trends of various kinds, and of the vibrancy of street culture at the time – punk and hip hop intersect on its pages, and the influence and significance of Situationist art co-mingle with graffiti and New Wave.

With its recognizably ‘80s aesthetics, The Eye is a remnant of the recent past, but simultaneously projects a confusing – but fascinating – sense of actually being about the recent future, through its representation of art and fashion culture of the time: it’s gone, but it’s still here, over, but still suggesting something new. This is reflected in editor Leonard Abrams’ statement at the front of the magazine, which says:

East Village Eye is a new newspaper for new culture. Enjoying a mutually parasitic relationship with the East Village and surrounding areas, The Eye … promotes the new mutations of Positivist Futurism, put forth in the watchwords: “It’s all true.”

Inevitably, fashion is a significant component of this mix – a way to embody and perform the new ideals and become a living rendition of the artistic and subcultural manifestos expressed on the magazine’s pages.  And it is now possible to examine these influences in detail, as several copies of East Village Eye are now available to download http://www.east-village-eye.com/issues-year.html, including the June 15 1979 edition with its retro-futurist style fashion supplement.

This edition’s cover and the ensuing pages cut and paste together fashion spreads and adverts that show the promiscuous combinations of periods and styles that somehow coalesced into a recognizably New Wave dress code. Its focus on Pop Art glamour – as seen through ‘40s Hollywood make-up, ‘30s rehearsal shorts and floral tea dresses, is balanced with classic ‘50s casual wear for men and sharp suits that recall ‘30s gangster films. Even the photographic style deployed is a combination of old and new – some are styled to look like Richard Avedon shots of poised elegance, others rehearse the ‘straight-up’ that i-D magazine would come to define a couple of years later.

The focus on second-hand stores and – in most cases – the anonymity of the clothes origins suggest individuality and creative freedom from the ‘official’ fashion world. However, the text recognizes that these same styles and periods were also influencing ready-to-wear. This is a reminder that, as Angela McRobbie has written: ‘Most of the youth subcultures of the post-war period have relied on second-hand clothes found in jumble sales and ragmarkets as the raw material for the creation of style.’ And yet: ‘not all junk is used a second time around. Patterns of taste and discrimination shape the desires of second-hand shoppers as much as they do those who prefer the high street or the fashion showroom.’

Film, literature, music, comics, the street – both of the current and earlier times become cyphers for styling the downtown art/fashion/music performer that The Eye spoke to and for.  Download and be part of the recent future.

With thanks to Leonard Abrams for his generosity in giving access to issues of East Village Eye, and allowing us to reproduce these images.

 

Sources:

http://98bowery.com/return-to-the-bowery/millers-memorabilia.php

http://www.east-village-eye.com/news.html

https://ephemeralnewyork.wordpress.com/tag/east-village-eye/

http://hyperallergic.com/161064/the-east-village-eye-where-art-hip-hop-and-punk-collided/

http://www.nytimes.com/1988/08/04/garden/east-village-new-wave-of-creativity.html

Guy Lawley, ‘”I like Hate and I hate everything else”: The Influence of Punk on Comics,’ in Roger Sabin, ed., Punk Rock: So What? (London: Routledge, 1999)

Angela McRobbie, ‘Second-Hand Dresses and the Role of the Ragmarket,’ in Angela McRobbie, ed., Zootsuits and Second-Hand Dresses (London: Routledge, 1989)

Cosmetics: Women’s Freedom in a Tube

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Elizabeth Arden advertisement, Pinpoints, 1939.
Elizabeth Arden advertisement, Pinpoints, 1939.

The inter-war period signalled a time of change for many women as they were granted more responsibility within society. As more women inhabited the office as a place of work during the 1930s, a new sense of freedom was also occurring. Women were now smoking in public, going to parties at weekends without a chaperone and increasing numbers were using makeup. As a result, the interwar period was a turning point for women, with regards to their changing appearances as well as role within society.

Women were wearing and purchasing makeup on a wider scale to change and perfect their appearances during the 1930s. Although widespread availability of make up and other beautification products were available during the flapper era of the 1920s, by the 1930s makeup had become integral to self-expression. Furthermore, as Kathy Peiss highlighted, makeup also contributed to the belief that identity was a ‘purchasable style.’ The number of cosmetic advertisements dominating the pages of fashion magazines during the inter-war period contributes to this idea of a purchasable identity. In the Courtauld’s History of Dress archive, there is a rare fashion journal from 1939 called Pinpoints. The magazine’s first issue documented how its inception was based upon the need to widen the ‘closed circle of fashion,’ as well as the aim to ‘prove itself as an independent, amusing and original step towards the ideal.’ In this respect, the ‘ideal’ woman embraces the necessity of using and purchasing makeup. The accompanying image is an Elizabeth Arden advertisement from 1939. The image is a black and white illustration portraying a fragmented sculpture of the head and neck. What is especially unique about this specific advertisement is how the viewer can physically interact and engage with it. The reader is encouraged to turn the wheel on the page behind the advert in order to display alternative colour groupings of rouge and lipstick, altering the colour combination shown. There is a sense of what the vital ingredients for constructing a fashionable and proper identity of the face are in Elizabeth Arden’s eyes. In this respect, the aim of the advertisement is to reach out to Arden’s target market by highlighting how separate looks can be constructed with different coloured groupings of cosmetics. The missing pieces of the sculpture highlight the fragile nature of faces and consequently reinforce the need for a beauty regime, which will preserve and take care of the face’s appearance. The fragmented sculpture also aligns ideas of craftsmanship and construction with the use of makeup on the face. Women have the freedom to build a lasting identity for themselves by purchasing cosmetics.

Yet, by purchasing additional cosmetics, a woman’s identity can also be altered in order to keep up-to-date with changing and seasonal trends. In this respect, the altering of identity is demonstrated through how women chose to decorate their faces with cosmetics. As a result, women changing and controlling their appearances through the use of cosmetics demonstrated their newfound freedom in the 1930s.

Sources

Peiss, K. Hope in a Jar: The Making of America’s Beauty Culture (Metropolitan Books, 1998).

In Conversation With…

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Our History of Dress MA class in conversation with Dr. Olga Vainshtein and Ksenia Gusarova via Skype
Our History of Dress MA class in conversation with Dr. Olga Vainshtein and Ksenia Gusarova via Skype

On the 3rd December last year, Dr. Olga Vainshtein, a Senior Researcher, and Ksenia Gusarova, a Ph.D. student and fellow lecturer from the Russian State University for the Humanities, joined our History of Dress MA class via Skype for our very first international conference. Taking advantage of modern technology, we were able to overcome geographic location and difference in time to take part in an in-depth discussion with fellow fashion historians.

Having set up the first Fashion Studies Centre in Russia, Dr. Vainshtein and Ksenia brought many thought-provoking points of discussion; presenting themes of photography, image and media to our class. With discussion of the role of image in fashion, what truly constitutes and image, and how this can then applied to the history of dress, amongst other academic topics, the discussion proved to be a challenge to us students new to voicing our opinions so directly.

Despite our initial nervousness, it was a fascinating experience and exciting opportunity to exchange ideas and thoughts with our fellow fashion historians, and is hopefully the first of many exchanges with the International History of Dress community.

***

Having set the bar high with our International Fashion Conference, we continued our precedent for eminent guests by being joined by celebrated curator of dress and exhibition-maker Judith Clark. Judith is also a Professor in Fashion and museology at the London College of Fashion, and Director of the Fashion Curation MA, so we were lucky enough to turn to an expert for advice for our upcoming Virtual Exhibitions. She also kindly listened to our areas of interest, promoting discussion, advice and possible avenues for further research, something we were all very grateful for.

Once she had listened to our ideas, we were then able to listen to Judith discuss her awe-inspiring career, past exhibitions and future projects. As aspiring fashion historians with limited experience in curating, it was fascinating to hear Judith’s methodology to fashion curating, her unique approach to representing dress in an exhibition format, and her past exhibitions that are celebrated for their distinct style and aesthetic. Having organised major exhibitions at the V&A, MoMU in Antwerp, and the Palazzo Pitti in Florence, we could only listen in awe as she told us about her past and present projects. To say we were inspired by her visit was an understatement, and we definitely all took her advice on board for our research projects.