George Hoyningen-Huene

Models in Jersey Swimwear

About this photograph

George Hoyningen-Huene produced Vogue’s advertising campaigns for the 1929-1930 ladies swimwear collections. The most famous fashion designers at the time were Izod, Lelong and most prominently Jean Patou. The creations targeted a new kind of customer - the working, sporty and liberated women. The flapper fashion, which reached its peak between 1919 and 1929, changed the archetype of feminine fashion and lifestyle habits forever. Under the influence of Coco Chanel, the suntanned look became a fashion mainstream from 1920, after which the arms, legs and shoulders began to be revealed. Being a slender and tanned woman became a social “must”. The most audacious fashion photographers adapted their work to suit these new criteria. George Hoyningen-Huene drew from his fine art background to create a modern iconography and in turn developed a style in fitting with the spirit of the time. The artist did not photograph bodies in space but rather as a network of lines. He created an extremely graphic body of work, dominated by geometric constructions that evoked Mondrian’s compositions while the models, through their poses, highlighted a new way of perceiving the body.

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The Artist
George Hoyningen-Huene

Hoyningen-Huene was a fashion photographer in the 20s and 30s. German by origin, he moved to Paris. He drew models for couture workshops while following the teaching of the cubist and art theorist André Lhote. In 1925 Hoyningen-Huene was offered a job as an illustrator for Vogue. He went on to become one of the magazine’s star photographers. He immigrated to New York in 1935. He worked closely with Harper’s Bazaar then moved to Hollywood where he produced portraits of stars.

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