“I think that my creative work in advertising is the hardest, most honest work that I do. There are no illusions….[The ads] are records of the world we live in and it’s possible that the record of my ads over the past twenty years could be a more valuable social document than a record of what I think are my finest fashion photographs.” – Richard Avedon
Richard Avedon was one of the most sought-after and influential advertising photographers in America from the 1940s to the beginning of the 21st century, creating thousands of advertisements for approximately six hundred different clients, many of whom he worked with for years. His work exemplified Madison Avenue at the height of its influence in world culture. Working with a talented cadre of models, copy writers, and art directors, Avedon made images that enticed consumers to embrace the new, especially in the areas of fashion and beauty, with campaigns for Revlon, Chanel, Calvin Klein, Dior, and Versace, among many others.
Avedon’s advertising work has been one of the mysteries of his archive. Now for the first time, AVEDON ADVERTISING reproduces more than 300 ads that range from the buoyant 1940s and 1950s, when post-war prosperity opened up new experiences to consumers; through the explosive ’60s; and into the era defined by celebrity culture and global brand awareness. With authoritative texts by Laura Avedon and Rebecca Arnold, this substantial, beautifully designed and produced volume is a permanent record of Avedon’s indelible impact on the history of advertising.
About the Authors
Laura Avedon and James Martin are the directors of the Richard Avedon Foundation in New York City. Rebecca Arnold is senior lecturer in history of dress and textiles at the Courtauld Institute of Art in London. Her books include The American Look (2008) and Fashion: A Short Introduction(2009). She lives in London.
About the Book:
Edited by Laura Avedon and James Martin; Essay by Rebecca Arnold, and introductory texts by Laura Avedon
Abrams / October 8, 2019
U.S. $125.00 / Can. $157.00
Hardcover / 352 pages
9 . x 13 .” / 200 color photographs