De Meyer at Vogue: Commercializing Queer Affect ... - Elspeth Brown

De Meyer at Vogue: Commercializing Queer Affect ... - Elspeth Brown De Meyer at Vogue: Commercializing Queer Affect ... - Elspeth Brown

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Photography& CultureVolume 2—Issue 3November 2009pp. 253–274DOI:10.2752/175145109X12532077132275Reprints available directlyfrom the publishersPhotocopying permitted bylicence only© Berg 2009De Meyer at Vogue:CommercializingQueer Affect in FirstWorld War-era FashionPhotographyElspeth H. BrownElspeth H. Brown is an associate professor of History, andDirector of the Centre for the Study of the United States, atthe University of Toronto. She is the author of The CorporateEye: Photography and the Rationalization of American CommercialCulture, 1884–1929 (Johns Hopkins 2005) and co-editor ofCultures of Commerce: Representation and American BusinessCulture, 1877–1960 (Palgrave, 2006). Her current researchis an analysis of the commercial modeling industry in thetwentieth-century United States, exploring the relationshipamong visuality, identity formation, and the commodificationof the self in modern American history and culture.AbstractThis article analyzes the work of Baron Adolph deMeyer, a pictorialist whose work revolutionized fashionphotography at Vogue between 1913 and 1922. After abrief discussion of de Meyer’s life and work in Europebefore emigrating to New York City in 1914, the essaydraws on recent scholarship on “public feelings” toinvestigate the queer context of de Meyer’s photographicwork for US Vogue in the years surrounding the FirstWorld War. The essay argues that de Meyer brought toVogue a specific Edwardian structure of feeling definedby a revolt against the rationality of the second industrialrevolution and informed by a transatlantic aestheticmovement that privileged emotional life and expression.De Meyer brought together the aesthetic movementwith a queer transatlantic counterculture whose style,borrowing from José Muñoz, can be characterized by“affective excess.” De Meyer’s collaborator in severalof the Vogue essays was the mannequin and ZiegfeldPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274

Photography& CultureVolume 2—Issue 3November 2009pp. 253–274DOI:10.2752/175145109X12532077132275Reprints available directlyfrom the publishersPhotocopying permitted bylicence only© Berg 2009<strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong>:<strong>Commercializing</strong><strong>Queer</strong> <strong>Affect</strong> in FirstWorld War-era FashionPhotography<strong>Elspeth</strong> H. <strong>Brown</strong><strong>Elspeth</strong> H. <strong>Brown</strong> is an associ<strong>at</strong>e professor of History, andDirector of the Centre for the Study of the United St<strong>at</strong>es, <strong>at</strong>the University of Toronto. She is the author of The Corpor<strong>at</strong>eEye: Photography and the R<strong>at</strong>ionaliz<strong>at</strong>ion of American CommercialCulture, 1884–1929 (Johns Hopkins 2005) and co-editor ofCultures of Commerce: Represent<strong>at</strong>ion and American BusinessCulture, 1877–1960 (Palgrave, 2006). Her current researchis an analysis of the commercial modeling industry in thetwentieth-century United St<strong>at</strong>es, exploring the rel<strong>at</strong>ionshipamong visuality, identity form<strong>at</strong>ion, and the commodific<strong>at</strong>ionof the self in modern American history and culture.AbstractThis article analyzes the work of Baron Adolph de<strong>Meyer</strong>, a pictorialist whose work revolutionized fashionphotography <strong>at</strong> <strong>Vogue</strong> between 1913 and 1922. After abrief discussion of de <strong>Meyer</strong>’s life and work in Europebefore emigr<strong>at</strong>ing to New York City in 1914, the essaydraws on recent scholarship on “public feelings” toinvestig<strong>at</strong>e the queer context of de <strong>Meyer</strong>’s photographicwork for US <strong>Vogue</strong> in the years surrounding the FirstWorld War. The essay argues th<strong>at</strong> de <strong>Meyer</strong> brought to<strong>Vogue</strong> a specific Edwardian structure of feeling definedby a revolt against the r<strong>at</strong>ionality of the second industrialrevolution and informed by a trans<strong>at</strong>lantic aestheticmovement th<strong>at</strong> privileged emotional life and expression.<strong>De</strong> <strong>Meyer</strong> brought together the aesthetic movementwith a queer trans<strong>at</strong>lantic counterculture whose style,borrowing from José Muñoz, can be characterized by“affective excess.” <strong>De</strong> <strong>Meyer</strong>’s collabor<strong>at</strong>or in severalof the <strong>Vogue</strong> essays was the mannequin and ZiegfeldPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


254 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>model-showgirl Dolores, whocomplemented de <strong>Meyer</strong>’s campexcessiveness with her sign<strong>at</strong>ure laconicperformance of white affect. In the contextof US race politics and commercialculture in the First World War era, de<strong>Meyer</strong>’s queer aesthetic was also a racialproject th<strong>at</strong> played a central role in thecommercializ<strong>at</strong>ion of aesthetic feeling.Keywords: photography, queer, BaronAdolph de <strong>Meyer</strong>, fashion, <strong>Vogue</strong>Cecil Be<strong>at</strong>on, the British photographerand designer, held Baron Adolph (Gayne)de <strong>Meyer</strong> in very high regard. Referring tode <strong>Meyer</strong> as the “<strong>De</strong>bussy of the camera,”Be<strong>at</strong>on argued in 1975 th<strong>at</strong> de <strong>Meyer</strong>had “not been placed high enough in thehierarchy of photographers.” Fair enough.It’s Be<strong>at</strong>on’s next observ<strong>at</strong>ion, however, th<strong>at</strong>captiv<strong>at</strong>es: “Few have had gre<strong>at</strong>er influenceon the picture-making of today than thissomewh<strong>at</strong> affected but true artist” (Be<strong>at</strong>onand Buckland 1975: 106). Here, in twosentences, Be<strong>at</strong>on brings together feeling(<strong>De</strong>bussy) and affect—but in the pejor<strong>at</strong>ivesense, as in “affected,” a flamboyant conditionassoci<strong>at</strong>ed with superficiality and artifice.If twentieth-century norm<strong>at</strong>ive masculinityhas been constructed in rel<strong>at</strong>ionship todiscourses of n<strong>at</strong>uralness and authenticity,the lack of feminine artifice and masquerade,then the “affected” male is the effemin<strong>at</strong>emale: in other words, the fairy (Rivière 1984[1929]; Chauncey 1994; Howard 1999).Be<strong>at</strong>on, queer himself, was symp<strong>at</strong>heticto de <strong>Meyer</strong>’s dilemma. In a period whenmanly modernists of both the male andfemale persuasion redefined the aestheticsof photography away from the gushinessof (girlish) feelings to the photographer’s(manly) eye, Be<strong>at</strong>on had to work hard toplace the terms “affected” and “true” in thesame sentence to describe an artist whohad been one of the most influential ofpictorialists, and who definitively reshapedthe visual vocabulary of modern fashionphotography. 1<strong>De</strong> <strong>Meyer</strong>’s photographic work wasshaped by both an aesthetic movementvocabulary th<strong>at</strong> privileged feeling overr<strong>at</strong>ionality as well as a queer sensibilitycharacterized by wh<strong>at</strong> José Esteban Muñozhas called “affective excess” (Muñoz 2000).This article draws on recent scholarship on“public feelings” to investig<strong>at</strong>e the queercontext of de <strong>Meyer</strong>’s photographic work forUS <strong>Vogue</strong> in the years surrounding the FirstWorld War. Scholarship on public feelingshas been described by Ann Cvetkovichas a “stealth feminist project” designed to“reimagine political life and collectivity” in“implicitly queer” ways. The work g<strong>at</strong>heredtogether within the public feelings rubricseeks to understand the rel<strong>at</strong>ionshipbetween political identities and “structures offeeling, sensibilities, everyday forms of culturalexpression and affili<strong>at</strong>ion” (Cvetkovich 2007:461). <strong>Affect</strong>, for this vein of scholarship,emerges generally as a synonym for bothemotion or mood, and as the expression ofth<strong>at</strong> emotion; in José Muñoz’s work especially,affect is wh<strong>at</strong> the Oxford English Dictionary(OED) defines as “the outward display ofemotion or mood, as manifested by facialexpression, posture, gestures, tone of voice.”In this article, I will join this interpretivecommunity by historicizing de <strong>Meyer</strong>’sfashion photography as a queer performanceof racialized affect th<strong>at</strong> played a brief yetPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 255pivotal historical role in tying aesthetic feelingto commodity fetishism.Pictorialism’s Aesthetic Feelings<strong>De</strong> <strong>Meyer</strong> invented his own history, includinghis name, as assiduously as he inventedhimself. As a result, it is difficult to verifymost aspects of his life, especially since hedestroyed most of his own work in the l<strong>at</strong>e1930s (“all th<strong>at</strong> was superfluous … all myphotographic work, especially”). 2 He wasborn around 1868, probably in Paris, thoughhe spent some of his childhood in Dresden;in most accounts, his mother was Scottishand his f<strong>at</strong>her German. He was half-Jewish,German, and homosexual in a periodmarked by anti-homosexual and anti-Jewishpanic, emblem<strong>at</strong>ized by the Dreyfus affair(1894) and the Wilde trial (1895). Theseaspects of his identity produced a namechange (from von <strong>Meyer</strong> to de <strong>Meyer</strong>), amariage blanc in the wake of the Wilde trial,and two migr<strong>at</strong>ions to the United St<strong>at</strong>es onthe eve of the two world wars. Although de<strong>Meyer</strong> spent his early years in Paris, he waseduc<strong>at</strong>ed in Germany in the 1880s. AlfredStieglitz, with whom de <strong>Meyer</strong> was to havea lifelong correspondence, studied in Berlinbetween 1881 and 1890; both Stieglitz andde <strong>Meyer</strong> were influenced by the emergenceof am<strong>at</strong>eur photography during these years,especially the 1889 “Photographic JubileeExhibition” in Berlin, and the 1891 Viennasecessionist exhibition, “Artistic Photography.”Though we have no record of de <strong>Meyer</strong>’sspecific entrée into the emerging movementfor artistic photography, his photographicwork was included in most of the majorintern<strong>at</strong>ional photography exhibitionsbetween 1894 and 1912 in London, NewYork, Paris, Brussels, and Turin. The LinkedRing Brotherhood, the intern<strong>at</strong>ional photosecessionistgroup founded in London in1892, accepted de <strong>Meyer</strong> for membership inthe early 1898; he remained a member until1910.<strong>De</strong> <strong>Meyer</strong> moved to London around1895, <strong>at</strong> the height of the aestheticmovement. An aesthete himself, withenough family money to shield him fromthe business of making a living, de <strong>Meyer</strong>quickly placed himself in the orbit of theera’s fashionable circles, a newly-emergedcombin<strong>at</strong>ion of wealth and aestheticsensibility th<strong>at</strong> entertained and financed thecre<strong>at</strong>ive group surrounding the future kingof England, Prince Albert Edward, the Princeof Wales. In 1896 or so, de <strong>Meyer</strong> methis future bride, the queer fellow-travelerOlga Alberta Caracciola. A beautiful youngwoman raised in Normandy’s fashionableseaside resort, Dieppe, Olga had modeledfor numerous artists who made the yearlypilgrimage to Dieppe, including JamesMcNeill Whistler, who painted her in 1885.It has been suggested th<strong>at</strong> Olga was themodel for Henry James’s 1897 novel Wh<strong>at</strong>Maisie Knew, as James, in describing Dieppeas a “reduced Florence” with “every typeof character for a novelist,” remarked “th<strong>at</strong>enchanting Olga learnt more <strong>at</strong> Dieppe thanmy Maisie knew” (Ehrenkranz 1994: 21).More importantly for both of them, however,was Olga’s rel<strong>at</strong>ionship to the Prince ofWales, who became King Edward VII in 1901.Edward was certainly Olga’s godf<strong>at</strong>her, andpossibly her biological f<strong>at</strong>her as well (Olga’smother, the Duchesse de Caracciola, wasunmarried). The Prince of Wales played animportant role in Olga’s life, including giftinga villa to Olga and her mother, where theylived in Dieppe. Olga and Adolph made aPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


256 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>perfect pl<strong>at</strong>onic pair: glamorous aesthetesand lavish entertainers; c<strong>at</strong>ty insiders dubbedthem “Pédéraste and Médisante” (Seebohm1982: 194). 3 In some accounts, de <strong>Meyer</strong>became “Baron” de <strong>Meyer</strong> in 1901, when thePrince of Wales asked his cousin, the King ofSaxony, to confer the title so th<strong>at</strong> Adolph andOlga might <strong>at</strong>tend King Edward’s coron<strong>at</strong>ion<strong>at</strong> Westminster Abbey (Harker 1979: 157).During the first decade of the century,with the Prince of Wales now King EdwardVII, de <strong>Meyer</strong> committed himself to twopassions: the social and cre<strong>at</strong>ive whirlwindof the intern<strong>at</strong>ional smart set and aesthetic(or l<strong>at</strong>er, pictorialist) photography. A closefriend and p<strong>at</strong>ron was Constance Gladys,Lady de Gray, a wealthy and powerful p<strong>at</strong>ronof the arts, who brought together, in hersalons and social occasions, the royal familyand the period’s dancers and artists (Nijinksy,Whistler, Wilde, Beardsley). Between 1901and 1910, the years of Edward VII’s reign,the de <strong>Meyer</strong>s enjoyed a privileged placein elite Edwardian circles; they entertainedextravagantly <strong>at</strong> their home in London’sCadogan Gardens, bringing together artists,dancers, and actors with wealthy p<strong>at</strong>ronsand art-loving members of the aristocracy.They entertained as well <strong>at</strong> the PalazzoBalbi-Valier, the villa on Venice’s Grand Canal,which they rented each summer; Americanphotographers Gertrude Käsebier andFrances Benjamin Johnston, for example,visited the de <strong>Meyer</strong>s there in the summer of1905 (Ehrenkrantz 1994).<strong>De</strong> <strong>Meyer</strong>’s second passion during thesepre-war years was the aesthetic movementin photography. Pictorialism, a popularmovement in photography from the early1890s through the First World War, builtupon nineteenth-century English models inarguing for the cre<strong>at</strong>ive possibilities of thecamera. Pictorialism emphasized feelings,emotions, and sentiment over the tyrannyof fact, long presumed to be the camera’ssingular contribution to represent<strong>at</strong>ion.The movement is often understood asthe effort to elev<strong>at</strong>e photography to thest<strong>at</strong>us of fine art, and, in both subject m<strong>at</strong>terand formal str<strong>at</strong>egies, many pictorialistsdid indeed emul<strong>at</strong>e the effects of l<strong>at</strong>enineteenth-century European painters. Asa definition of artistic seeing entailed theability of the artists to select certain detailsfor cre<strong>at</strong>ive expression <strong>at</strong> the expense ofothers, pictorialist photographers neededto disrupt the camera’s utilitarian leanings.Unlike mechanical or scientific photographs,aesthetic photographs required differentmeans towards different ends (Doty 1978;Homer 1983; Peterson 1992; Bochner 2005).As the American critic C.H. Caffin argued in1901, the aesthetic photograph “will recordfacts, but not as facts; it will even ignorefacts if they interfere with the conceptionth<strong>at</strong> is kept in view; just as Corot in hispaintings certainly recorded the phenomenaof morning and twilight skies and just ascertainly left out a number of facts as hes<strong>at</strong> before the scene, his object being notto get <strong>at</strong> facts, but to express the emotionswith which the facts affected him” (Caffin1972 [1901]: 10; see also Louis 1906: 74–76and Stieglitz 1904: 41–44). The pictorialistphotographer sought emotional expression,r<strong>at</strong>her than indexical verisimilitude; thecamera, like the brush, was to be consideredas yet another tool towards aestheticends (<strong>Brown</strong> 2005: 187–188). <strong>De</strong> <strong>Meyer</strong>’sphotographs, like those of other pictorialists,refined a discourse of aesthetic feeling th<strong>at</strong>emphasized beauty, symbolism, and thePhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 257n<strong>at</strong>ural world, defined especially in Stieglitz’scircle against commerce and the logic ofmass production.Between 1903 and the 1913, whenthe first society portrait by de <strong>Meyer</strong>appeared in <strong>Vogue</strong>, de <strong>Meyer</strong> developedthe aesthetic approach th<strong>at</strong> transformedfashion photography. He deepened hisrel<strong>at</strong>ionship with leading photographers,especially Alfred Stieglitz and GertrudeKäsebier, who played a central role in de<strong>Meyer</strong>’s artistic development (Ehrenkranz1994). As did other pictorialists, de <strong>Meyer</strong>focused on light, tonal grad<strong>at</strong>ions, anddifferential focus as a means of conveying theemotional tone of the aesthetic photograph.He began backlighting his sitters, using lightto define the line of a jaw, a halo of unrulyhair. He pioneered the use of artificial light,employing floodlights, reflectors, mirrors, andthe low flash as techniques for achieving his<strong>at</strong>mospheric interior portraits and still-lifestudies. (When Steichen replaced de <strong>Meyer</strong>as Condé Nast’s chief staff photographerin 1922, he had only worked with n<strong>at</strong>urallight, and was initially overwhelmed by theelabor<strong>at</strong>e equipment th<strong>at</strong> staff assistantJames McKeon made available to him (Niven1997: 513).) During this period de <strong>Meyer</strong>also acquired a Pinkerton-Smith lens, whichallowed him to focus clearly on the centerof the image, while the edges of the piecedissolved in a luminous glow (Hoffman 2007:395–96; Hall-Duncan 1979: 35). Eventually,to intensify the luminosity of his imagesstill further, de <strong>Meyer</strong> stretched gauze orlace across the lens in the effort to disruptthe camera’s indexicality. Through thesepictorialist techniques, de <strong>Meyer</strong> pushedthe camera image towards the connot<strong>at</strong>ivemeanings of the aesthetic movement inphotography: beauty, metaphor, symbolism,and emotional intensity. These techniques ofproducing aesthetic feeling became centrallyimportant for his fashion photography <strong>at</strong><strong>Vogue</strong> after 1913.The period between 1910 and the startof the war in 1914 signaled major shifts inboth aesthetics and politics which eventuallybrought the de <strong>Meyer</strong>s to New York in1914. Stieglitz’s 1910 intern<strong>at</strong>ional exhibitionof pictorialist photography <strong>at</strong> the AlbrightArt Gallery, in Buffalo New York, whichincluded de <strong>Meyer</strong>’s work, ironically signaledthe waning of pictorialism as an aestheticmovement, even though Stieglitz continuedto favor de <strong>Meyer</strong>’s work. (In 1911–12, de<strong>Meyer</strong> was the only photographer th<strong>at</strong>Stieglitz showed <strong>at</strong> his Gallery of the Photo-Secession.) More importantly for the de<strong>Meyer</strong>s’ standard of living, however, theirp<strong>at</strong>ron, King Edward VII, died in 1910. For <strong>at</strong>ime, the de <strong>Meyer</strong>s traveled with the BalletRusses until 1912, when according to <strong>at</strong> leastone source Olga’s amorous rel<strong>at</strong>ionship withthe lesbian arts p<strong>at</strong>ron, wealthy Singer sewingmachine heiress Princesse de Polignac (néeWinnaretta Singer), caused the de <strong>Meyer</strong>sto leave Venice for Constantinople, thenTangier. According to Philippe Julian, the de<strong>Meyer</strong>s “were among the first to colonizethe little town, which has since becomea suburb of Sodom” (Julian 1976: 33). <strong>De</strong><strong>Meyer</strong>’s luxuriously queer album of Nijinsky’sperformance in Prelude à l’Apres-Midi d’uneFaune left the printer on August 15, 1914, inthe first month of the First World War. Livingback in London when war broke out, Olgaand Adolph immedi<strong>at</strong>ely became the focus ofrumors th<strong>at</strong> they were both German spies:how else to explain their mysterious wealthand their numerous travels? ConvincedPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


258 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>by their friends and supporters, Olga andAdolph departed for New York with theirfriends the Speyers, wealthy LondonbasedGerman-Jewish bankers who foundthemselves in a similar predicament. The de<strong>Meyer</strong>s arrived in New York in 1914 withexcellent connections, but no money orp<strong>at</strong>rons (Julian 1976: 36).<strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong>The de <strong>Meyer</strong>s’ arrival in New York coincidedwith the ascendancy of Condé Nast’smagazine <strong>Vogue</strong> as the arbiter of Americanfashion, taste, and style. Condé Nast, aMidwest-born advertising manager for thepopular magazine Collier’s Weekly, bought<strong>Vogue</strong> in 1909. Founded in 1892, <strong>Vogue</strong>had been a minor society gazette with acircul<strong>at</strong>ion of less than 14,000, overshadowedby the numerous more successful magazines,such as the Ladies Home Journal and The<strong>De</strong>line<strong>at</strong>or, both of which also coveredfashion but boasted circul<strong>at</strong>ion of over onemillion. Nast avoided the mass audiencemade possible by the “ten cent magazinerevolution” of the 1890s: with <strong>Vogue</strong>, heexplicitly sought to cre<strong>at</strong>e an elite “class”magazine for American tastemakers, fundedby advertising dollars from the n<strong>at</strong>ion’s mostexclusive retailers. Of modest backgroundhimself, Nast’s 1902 marriage to ClarisseCoudert, whose family was part of NewYork’s Four Hundred, guaranteed thenecessary elite access. [Nast’s name, as wellas those of three rel<strong>at</strong>ions, was published inthe Social Register for the first time in 1902(Seebohm 1982). 4 ]By 1911, two years before de <strong>Meyer</strong>’sfirst photograph was published in <strong>Vogue</strong>,the new magazine had taken shape. Likeits predecessor, it was designed as ahandbook for the elite social life of theEdwardian bourgeoisie, covering mostlyfashion (including p<strong>at</strong>terns) and societynews (weddings, summer resorts, charityevents). Specifically, Nast saw the magazineas the “technical advisor … to the womanof fashion in the m<strong>at</strong>ter of her clothes andher personal adornment” (Seebohm 1982:76; Chase and Chase 1954). He increasedthe magazine price from ten to fifteen cents,and reduced its public<strong>at</strong>ion schedule fromweekly to bi-monthly. New advertising, <strong>at</strong>exorbitant r<strong>at</strong>es of US$10 per thousandreaders, pushed each issue’s page count fromthe formerly modest thirty pages to over100; color found its way to each lushly drawncover.Fashion photography, as we might callit today, appeared in two guises in theseearly years: via <strong>Vogue</strong>’s “society portraits”and through the fashion essay. Each numbercarried a “society frontispiece” by a portraitphotographer; by 1917, each issue carriedseveral such full-page portraits, spreadthroughout the issue. In the early ’teens, theportraits were generally straight-forwarddescriptions of their well-known society, film,and the<strong>at</strong>re subjects, made by establishedcommercial and the<strong>at</strong>re photographerssuch as Aimé Dupont, Ira L. Hill, and CurtisBell. Very quickly, however, <strong>Vogue</strong>’s societyportraits were also being made by NewYork’s leading aesthetic photographers, mostfrequently Arnold Genthe and GertrudeKäsebier, as well as E.O. Hoppé. In theJanuary 15, 1913 issue, de <strong>Meyer</strong>’s firstphotograph appeared in <strong>Vogue</strong>, a full-pageportrait of Mrs. Harry Payne Whitney (Figure1). Also known as Gertrude VanderbiltWhitney, de <strong>Meyer</strong>’s subject was an artp<strong>at</strong>ron, philanthropist and sculptor whoPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 259Fig 1 Portrait of Mrs. Harry Payne Whitney,<strong>Vogue</strong> January 15, 1913, p. 16. Photography byBaron Adolph de <strong>Meyer</strong>, Text by staff, © CondéNast Public<strong>at</strong>ions; scan courtesy of Toronto PublicLibrary.founded the Whitney Studio Club in 1918,which became the Whitney Museum ofAmerican Art in 1931.<strong>De</strong> <strong>Meyer</strong>’s portrait perfectly connotesthe social, economic, and aesthetic longingsof <strong>Vogue</strong>’s implied readership. The slenderWhitney stands imperially before the camera<strong>at</strong> a slightly oblique angle, her left handresting lightly on her hip, while her right armanchors her body to the indistinct studiofurniture behind her. With her chin up,Whitney looks down her nose <strong>at</strong> the cameraand the viewer, suggesting the elite classposition th<strong>at</strong> her last name confirms. At thesame time, the gorgeous exoticism of hergown suggests a bohemian modernism, theartist’s interest in overturning convention.As William Leach has argued of this period,orientalist discourse worked to sanction thepermissiveness of an emerging consumerculture (Leach 1993). Some viewers mayhave recognized the gown as the workof Leon Bakst, the Russian Jewish artistand stage designer who also designed thecostumes for the Ballet Russes. A structuringband of vertical light encourages the eye tolook the subject up and down, even whileshe looks down <strong>at</strong> us; de <strong>Meyer</strong>’s lighting,as well as his Pinkerton-Smith lens, focusthe viewer’s eye on the gown’s shimmeringwhites and the necklace’s three loops ofpearl. The image is stunningly beautiful, andin the context of <strong>Vogue</strong>’s other pre-warportraits, is idiosyncr<strong>at</strong>ic in its sophistic<strong>at</strong>eduse of lighting, composition, and tonalgrad<strong>at</strong>ion. Through this portrait, de <strong>Meyer</strong>introduces the two threads th<strong>at</strong> becamecentral to his l<strong>at</strong>er work for <strong>Vogue</strong>: theaesthetic feeling of pictorialist photographywith the discourse of money—here signifiedmost explicitly through Whitney’s pearls, theportrait’s literal focal point.The second way th<strong>at</strong> fashion photographyappeared in the new <strong>Vogue</strong> was throughthe fashion essay: a series of fashion images,anchored to captions and an accompanyingtext, which described a specific fashiontheme (the season’s h<strong>at</strong>s, for example, orgowns by a specific couturier). Some scholarshave argued th<strong>at</strong> de <strong>Meyer</strong> “invented” thefashion essay, but this is not the case: <strong>Vogue</strong>had been publishing multiple-page spreadsof fashion photography for years before dePhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


260 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong><strong>Meyer</strong>’s first effort appeared in the May 1,1917 issue. Initially, Condé Nast would gethis illustr<strong>at</strong>ions from the apparel house, suchas Joseph, Bonwit Teller, John Wanamaker,or Abercrombie & Fitch. Photographsdepicting the newest “models” in cloaks andgowns were presented alongside pen-andinkillustr<strong>at</strong>ions from the apparel house;the mannequin wearing the clothing itemswas not identified, unless she was a societywoman or otherwise well known to themagazine’s readers. As photography beganto push out the pen-and-ink illustr<strong>at</strong>ions inthe mid-teens, however, Condé Nast beganusing the the<strong>at</strong>re and celebrity photographerIra L. Hill to produce multi-page fashionspreads. Although none of the secondaryliter<strong>at</strong>ure on de <strong>Meyer</strong> or Nast mentions Hill,it is clear from paging through these prewarissues of <strong>Vogue</strong> th<strong>at</strong> it was Hill, not de<strong>Meyer</strong>, who was either Nast’s first paid staffphotographer or who was under contract toNast.Secondary liter<strong>at</strong>ure on de <strong>Meyer</strong> hasconsistently made two errors th<strong>at</strong> are notborne out by the pages of <strong>Vogue</strong>: the firstis th<strong>at</strong> there were no fashion photographyessays in <strong>Vogue</strong> before de <strong>Meyer</strong>’s arrival,and the second is th<strong>at</strong> Nast hired de <strong>Meyer</strong>on an exclusive contract as the magazine’sfirst paid staff photographer in 1913. 5 Frommy reading of the magazine’s numbers fromthe First World War era, however, I wouldargue th<strong>at</strong> while de <strong>Meyer</strong>’s work did appearbefore 1917, it was not until the Spring ofth<strong>at</strong> year th<strong>at</strong> his work begins to domin<strong>at</strong>ethe magazine, in both genres of societyportraits and fashion essays. By 1917, de<strong>Meyer</strong> quite likely was enjoying a contract asthe magazine’s staff photographer, a positionhe was to hold until 1922, when he left for<strong>Vogue</strong>’s competitor Harper’s Bazaar andwas replaced <strong>at</strong> <strong>Vogue</strong> by Edward Steichen(Chase and Chase 1954). Once de <strong>Meyer</strong>’swork appeared in the form<strong>at</strong> of the fashionessay in the May 1, 1917 issue, Hill’s workin this genre disappears from the magazine,suggesting a contractual shift from Hill to de<strong>Meyer</strong>.A comparison between Hill’s fashionessays and de <strong>Meyer</strong>’s suggests why Nastmade the shift away from Hill to de <strong>Meyer</strong>.Hill’s images, while more than competent,are straightforward in their <strong>at</strong>tention todetail; unlike the pictorialists, Hill didn’texperiment with the lighting, focusing,and printing techniques th<strong>at</strong> signified theaesthetic movement. In a January 1, 1917photo essay concerning three Jacqueline teagowns,for example, a mannequin appearsin profile against a black background, smilinghistrionically into a hand-held mirror; theposing, uniform lighting, and <strong>at</strong>tention todetail suggest contemporary the<strong>at</strong>re, filmand celebrity portraits, not the emotionalexpressiveness of aesthetic photography.In contrast, de <strong>Meyer</strong> introduced all thevisual techniques of the art movementin photography to his work <strong>at</strong> <strong>Vogue</strong>. Hisfirst fashion essay, on May 1, 1917, was <strong>at</strong>wo-page spread fe<strong>at</strong>uring bridal lace andincluded a full-length image of actress JeanneEagels, in the rhetoric of the society portrait;a small still-life of lace, candles, and a fan; anda stunning image of a young film actress, VeraBeresford (daughter of actress Kitty Gordon),modeling a bridal veil of white tulle boundby a wre<strong>at</strong>h of orange blossoms. <strong>De</strong> <strong>Meyer</strong>lit Beresford from below; the camera picksup illumin<strong>at</strong>ed details of orange petals anddelic<strong>at</strong>e lips while casting dram<strong>at</strong>ic shadows(l<strong>at</strong>er critics would say, “melodram<strong>at</strong>ic”)Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 261against the wainscoting above. With theseimages, de <strong>Meyer</strong> announced a technicalvirtuosity in photographing transparent andopaque m<strong>at</strong>erials while bringing to the workall the mystery and aesthetic feeling of artphotography.<strong>De</strong> <strong>Meyer</strong>’s <strong>Queer</strong> <strong>Affect</strong>ive Excess<strong>De</strong> <strong>Meyer</strong> brought to <strong>Vogue</strong> a specificEdwardian “structure of feeling” defined bya revolt against the r<strong>at</strong>ionality of the secondindustrial revolution, and an oppositionalcelebr<strong>at</strong>ion of aesthetic feeling. RaymondWilliams used the term “structure of feeling”in an effort to link a culture’s documentaryexpressions (“from poems to buildings todress-fashions”) to “all the elements in thegeneral organiz<strong>at</strong>ion,” wh<strong>at</strong> he has describedas a culture’s “whole way of life” (Williams1961: 48–49). Pictorialist photographyjoined with other cultural documents,including <strong>De</strong>bussy’s music, Nijinsky’sdancing, and Whistler’s painting to cre<strong>at</strong>e anoppositional culture th<strong>at</strong> valorized feelingand emotion over r<strong>at</strong>ionality and system,the era’s dominant culture. But there isanother aspect of this trans<strong>at</strong>lantic aestheticculture th<strong>at</strong> bears mentioning: its queerness.Borrowing from Williams once again, thisculture’s documentary expressions (AubreyBeardsley’s drawings, F. Holland Day’sphotographs) are constituent of a whole wayof queer life for a trans<strong>at</strong>lantic countercultureth<strong>at</strong> saw its aesthetic vocabulary andemphasis on feeling emerge as a dominantcultural form<strong>at</strong>ion during the Edwardianera, before becoming a residual form<strong>at</strong>ionduring the modernist period following theFirst World War. <strong>De</strong> <strong>Meyer</strong> was <strong>at</strong> the centreof these queer cosmopolitan circles onboth sides of the Atlantic, and his aestheticcontributions played an important role in thetransition of modernism in American fashionphotography.How might we understand the aestheticsof queer feeling during this transitionalperiod, as the aesthetic movement gave wayto modernism’s clean lines and discipliningeye? Borrowing from José Esteban Muñoz’swork on “feeling brown,” I’d like to suggestth<strong>at</strong> de <strong>Meyer</strong>’s <strong>Vogue</strong> aesthetic is markedby an “affective excess” th<strong>at</strong> can be seen inthe profusion of objects, textures, fabrics,and flowers th<strong>at</strong> provide his work with hissign<strong>at</strong>ure style. In his work on contemporaryL<strong>at</strong>ino/a performance, Muñoz describes anorm<strong>at</strong>ive public sphere defined througha subdued performance of whiteness th<strong>at</strong>can be characterized, essentially, as withoutaffect. Wh<strong>at</strong> unites non-norm<strong>at</strong>ive groups,in Muñoz’s analysis, “is not simply the fact ofidentity but the way in which they performaffect, especially in rel<strong>at</strong>ion to the ‘n<strong>at</strong>ionalaffect’ th<strong>at</strong> is aligned with a hegemonic class”(Muñoz 2000: 68). Specifically, in Muñoz’sanalysis, L<strong>at</strong>ino/a affect reads as “over thetop and excessive,” a performance of ethnicself th<strong>at</strong> is seen as “inappropri<strong>at</strong>e” fromthe perspective of the white middle-classsubjectivity th<strong>at</strong> domin<strong>at</strong>es wh<strong>at</strong> he callsthe n<strong>at</strong>ional affect. While Muñoz doesn’texplicitly extend his analysis in this essay toqueer non-L<strong>at</strong>ino/a subcultural styles, hisidentific<strong>at</strong>ion of “affective excess” as themarker of the non-norm<strong>at</strong>ive is useful inunderstanding de <strong>Meyer</strong>’s “over the top andexcessive” aesthetic.Baron Adolph de <strong>Meyer</strong> was both“excessive” and “affected” (to borrow fromCecil Be<strong>at</strong>on) in both his personal life andin his photographic work. Worldly, cultured,and multi-lingual, de <strong>Meyer</strong> was a part of thePhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


262 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>(effemin<strong>at</strong>e) male aesthete circle in NewYork th<strong>at</strong> included Carl Van Vechten andother cre<strong>at</strong>ive artists. In a recent article,art historian Cecile Whiting provides asevidence Florine Stettheimer’s 1923 oilportrait of her friend de <strong>Meyer</strong>, an intim<strong>at</strong>ein this effete circle of queer artists anddecor<strong>at</strong>ors. Stettheimer’s portrait representsan effemin<strong>at</strong>e dandy figure: standing in frontof his camera and tripod, draped with thelace through which de <strong>Meyer</strong> made manyof his images, de <strong>Meyer</strong> gazes to one side,his lips delic<strong>at</strong>ely pursed, his arms girlishlyakimbo on his slender-yet-accentu<strong>at</strong>edhips (Whiting 2000). <strong>De</strong> <strong>Meyer</strong> not onlyphotographed the decor<strong>at</strong>ive works of hisfriends, he himself also, after 1916, wrotearticles on decor<strong>at</strong>ion and entertaining,accompanied by his own table settingsand flower arrangements (which hephotographed for <strong>Vogue</strong>). As one of theearlier examples, in <strong>Vogue</strong>’s August 1, 1917“interior decor<strong>at</strong>ions” number de <strong>Meyer</strong> iscredited as “decor<strong>at</strong>or” for several interiors,including the dining room <strong>at</strong> Mrs. Miles B.Carpenter’s house in Bar Harbor, Maine,and one of his own rooms <strong>at</strong> his New Yorkresidence, “Gayne House.” His decor<strong>at</strong>ingaesthetic is eclectic and Victorian in itscompulsive accumul<strong>at</strong>ion of objects (onecaption describing a room <strong>at</strong> Gayne House,in fact, suggests th<strong>at</strong> he had “indulged tothe full his hobby of Victorianism”); his workcontrasts with his queer contemporary, Elsiede Wolfe, whose interiors for the ColonyClub signaled a more modern, restrainedstyle th<strong>at</strong> prefigured moderism’s aversionto “decor<strong>at</strong>ion” (Marra 1994, 1998). 6 <strong>De</strong><strong>Meyer</strong>’s fashion and design journalismflourished once he moved to Harper’s Bazaar(and Paris) after 1922, where his writingemphasized the newest trends in Europeantaste (de <strong>Meyer</strong> 1922).Around this time, both de <strong>Meyer</strong>s visitedan astrologer for spiritual guidance, who gavethem new names: Olga changed her nameto “Mhahra” (a place name for a region nowin Yemen) and Adolph changed his name to“Gayne.” Even in the height of trans<strong>at</strong>lanticorientalism, changing one’s name mightbe considered a bit “excessive,” <strong>at</strong> leastoutside of fairy circles where name changeswere more common. <strong>De</strong> <strong>Meyer</strong> soon hadestablished a shop <strong>at</strong> his home, GayneHouse, an “elabor<strong>at</strong>ely decor<strong>at</strong>ed townhouse <strong>at</strong> 59 East 52nd Street in New York,filled with antique European furniture, glass,silver, and tapestries” (many of de <strong>Meyer</strong>’sphotographs were taken <strong>at</strong> Gayne House,and it is possible to detect his interiors inthese images). 7 As if photographing for<strong>Vogue</strong>, designing interiors in Maine, Floridaand New York, and keeping a shop wereinsufficient cre<strong>at</strong>ive outlets, de <strong>Meyer</strong> begandesigning his own clothes in 1918. The July15, 1918 issue of <strong>Vogue</strong> published a two-pagespread of his designs, announcing th<strong>at</strong> “a newdesigner has been added to New York’s list:<strong>at</strong> Gayne House Baron de <strong>Meyer</strong> has cre<strong>at</strong>eda charming collection of Models for Autumn”(<strong>Vogue</strong> 1918).As George Chauncey has shown, in thepre-war years it was gender, not sexualobject choice, which defined contemporaryqueer cultures. In using the term “queer,”then, I am both seeking to destabilizethe fixity of c<strong>at</strong>egories in the vein ofcontemporary queer scholarship but also,importantly, using the term in its historicallyspecific meaning (Somerville 2000: 6). Bythe 1910s and 1920s, men in New York Citywho identified themselves on the basis ofPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 263their homosexual object choices, r<strong>at</strong>her thanan effemin<strong>at</strong>e gender style, usually calledthemselves “queer,” reserving the terms“pansy” or “fairy” to describe womanly menwhose sub-cultural style of “affective excess”became known as “camp” as early as 1909,as in “ostent<strong>at</strong>ious, exagger<strong>at</strong>ed, affected,the<strong>at</strong>rical; effemin<strong>at</strong>e or homosexual”(Chauncey 1994: 16; OED online). Thefundamental division of male sexual actorswas not between “heterosexual” and“homosexual” men, then, but betweentwo types of men: the gender-norm<strong>at</strong>ive“normals,” and the gender-queer (effemin<strong>at</strong>e)males, known as fairies. The fairy, in otherwords, represented a gender inversion, morethan a sexual identity; as Chauncey argues,the bisexual was not a person who sleptwith both men and women (as we mightthink of both de <strong>Meyer</strong>s today, perhaps),but was someone who “was both male andfemale” (Chauncey 1994: 49).<strong>De</strong> <strong>Meyer</strong>’s camp the<strong>at</strong>ricality, whilequeer in a broad sense, especially bycontemporary usage, was historically morespecifically a part of New York’s fairy cultureof the First World War era. The flamboyantpublic styles during the era of the NYC fairywere signified most consistently throughreferences to flowers (references to pansies,daisies and buttercups were condensed inthe code “horticultural lads”); the adoptionof faux titles (the Duchess of Marlboro,Baron de <strong>Meyer</strong>); and feminine nicknames,often inspired by contemporary feminineicons (Salomé, for example, popularizedby the many adapt<strong>at</strong>ions of Oscar Wilde’sscandalous 1892 play). Baron de <strong>Meyer</strong>, anoriginal horticultural lad, already had thetitle, which although always disputed, seemsto have been accepted by his social circleand by <strong>Vogue</strong>. With the adoption of a newname, Gayne, de <strong>Meyer</strong> enacted (perhapscoincidentally, to be sure) a pervasivecultural ritual central to the fairy culture ofthe First World War era. The name wasan inspired choice: the word “gay,” whichbegins the name was, as Chauncey shows, acontemporary code word th<strong>at</strong> signified “theflamboyance in dress and speech associ<strong>at</strong>edwith the fairies” (Chauncey 1994: 17). Thename, an unusual but not-unheard-of boy’sname in this period, takes its meaning from“gain” or “to get”—an interpret<strong>at</strong>ion th<strong>at</strong>reson<strong>at</strong>es with de <strong>Meyer</strong>’s central role inaestheticizing the commodity form in his<strong>Vogue</strong> work. As this brief discussion of fairyculture suggests, one of its defining <strong>at</strong>tributeswas the public display of flamboyant style indress, speech, mannerisms, and expressions:the “affective excess” of camp perform<strong>at</strong>ivity.<strong>De</strong> <strong>Meyer</strong>’s camp affective excess canbe clearly seen in his photographic work for<strong>Vogue</strong>. In these technically brilliant images,de <strong>Meyer</strong> lovingly deline<strong>at</strong>es each flowerpetal, bridal jewel, and trailing ribbon. Hiswork is exceptional in large part becauseof his success in using his innov<strong>at</strong>ive lightingtechniques to illumin<strong>at</strong>e the m<strong>at</strong>erialobjects—lace, tulle, crystal—th<strong>at</strong> otherphotographers, such as Hill, had been unableto bring alive through the camera. <strong>De</strong><strong>Meyer</strong>’s brilliance in anim<strong>at</strong>ing the m<strong>at</strong>erialgoods of luxury commodity culture made hiswork indispensable to Nast, whose growingmagazine empire depended upon thesupport of luxury retailers such as Cartier.Performing White <strong>Affect</strong>:Dolores as Mannequin<strong>De</strong> <strong>Meyer</strong>’s expressionless collabor<strong>at</strong>or insome of the most spectacular fashion essaysPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


264 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>was the British mannequin Dolores (néeK<strong>at</strong>hleen Rose). Dolores was a working-classLondoner who had been transformed intoone of the first Anglo-American mannequinsby the British couturier, Lady Duff Gordon(business name, Lucile, Ltd.). When Lucileopened a Fifth Avenue salon in 1910, fourof her mannequins were sent to NewYork along with Lucile’s sign<strong>at</strong>ure dresses:intern<strong>at</strong>ionally famous “gowns of emotion”representing “love and h<strong>at</strong>e, joy and sorrow,life and de<strong>at</strong>h” (New York Times 1910; DuffGordon 1932; Etherington-Smith and Pilcher1986). Lucile was the first Anglo-Americanclothing designer to present her work onwh<strong>at</strong> was known then as the “living model;”her mannequin parades became a sens<strong>at</strong>ionin New York, and helped spark the mid-teensfashion show craze in department storesand charity events, such as <strong>Vogue</strong>’s 1914fashion fête (<strong>Brown</strong> 2009). By 1918, when de<strong>Meyer</strong> first photographed her, Dolores hadmoved from Lucile’s showroom to becomeone of the very first “model-showgirls” inthe Ziegfeld Follies, for which Lucile oftendesigned the costumes (Schweitzer 2009).In other words, Dolores was the firstcelebrity clothes model: famous not forsinging and dancing (she did neither), but formodeling high-end designs on stages, bothon Fifth Avenue (couture) and Broadway(musical revues). Dolores’s carefully honedperformance of white affect—on stage andin the photographer’s studio—functionedas the “straight man” for de <strong>Meyer</strong>’sphotographic excessiveness, where luxurygoods took center stage.<strong>De</strong> <strong>Meyer</strong> photographed both Lucilegowns and Dolores numerous times in thisperiod, but I will focus here on one of sevenpages in an April 15, 1919 <strong>Vogue</strong> fashionessay entitled “Pearls and Tulle Spin BridalWitcheries.” The article fe<strong>at</strong>ured fourteen de<strong>Meyer</strong> photographs of bridal gowns (somealso designed by de <strong>Meyer</strong>) and accessories,including “lustrous jewels” and a “silvernet embroidered delic<strong>at</strong>ely with pearls”(<strong>Vogue</strong> 1919). The second page of thespread (Figure 2) joins a portrait of Doloresmodeling a de <strong>Meyer</strong> gown with threesmaller still-lives of the bride’s accessories.These accessories—a diamond barrette, forexample, or an amber-handled white ostrichfe<strong>at</strong>her fan, both provided by Cartier—are,according to a caption, “almost as necessaryto a wedding as the bride herself” (surelyan underst<strong>at</strong>ement from the perspective ofCartier). <strong>De</strong> <strong>Meyer</strong>’s arrangement of theseaccessories is effusive yet studied: in eachcorner image, a s<strong>at</strong>in slipper unsuccessfullycompetes for the viewer’s <strong>at</strong>tention,drowned out by a cacophonous profusionof cut flowers, lace, fe<strong>at</strong>hers, garlands,jewelry and fruit blossoms. Yet his brilliantlighting, eman<strong>at</strong>ing from behind and belowthe central arrangement, and complementedby smaller lights th<strong>at</strong> selectively illumin<strong>at</strong>epearls and diamonds, successfully draws theeye. Here, de <strong>Meyer</strong>’s decor<strong>at</strong>ive excessperfectly complements the conspicuousconsumption of a nouveau riche leisure class(Veblen 1899).Domin<strong>at</strong>ing the page spread, however,Dolores models a pl<strong>at</strong>inum-and-diamondMercury headdress and a gown of silvercloth. <strong>De</strong> <strong>Meyer</strong>’s lighting (from behind andbelow the model), as well as the Mercurywings, leads the viewer to Dolores’s face,especially her piercing gaze. She stares back<strong>at</strong> the viewer with supreme affectlessness,her blank expression cre<strong>at</strong>ing a somewh<strong>at</strong>intimid<strong>at</strong>ing canvas for de <strong>Meyer</strong>’sPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 265Fig 2 “Pearls and Tulle SpinBridal Witcheries,” <strong>Vogue</strong>, April15, 1919, p. 44. Baron Adolphde <strong>Meyer</strong>, photographer anddesigner; Dolores (K<strong>at</strong>hleenRose), model. Text by staff, ©Condé Nast Public<strong>at</strong>ions; scancourtesy of Toronto PublicLibrary.accessorizing. This lack of expression was, infact, one of Dolores’s defining performancesboth on the stage and in her photographicmodeling; her style of blank hauteur marksnot only all her work for de <strong>Meyer</strong>, but also,I would argue, became the templ<strong>at</strong>e forfashion models more generally. The otherperformance, central to her work as a modeland more difficult to signify through stillphotography, was her walk: the studied stepsof the couturier model, made famous after1917 on Ziegfeld’s stage.Dolores’s affectless performance as thefirst famous couturier model was well knownto <strong>Vogue</strong> readers. As I discuss elsewhere, itwas Dolores’s laconic expressions, gesturesand movements, choreographed first by LadyDuff Gordon and then by Ziegfeld stagemanager Ned Wayburn, th<strong>at</strong> came to definethe couturier model and the new chorine,Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


266 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>the Follies’ “A” model-showgirl (<strong>Brown</strong>2009). On stage, Dolores did not speak, sing,or dance; she simply appeared in costume,moving with slow, st<strong>at</strong>uesque movementsin front of her audience, punctu<strong>at</strong>ing herpromenade with poses showcasing herstunning gown. When she appeared asthe white peacock in the “Beautiful Birds”number of the 1919 Midnight Frolic (Figure3), for example, her regal demeanor andfantastic costume awed contemporaryaudiences.A reviewer reported an exchangebetween two audience members: “Is shegoing to dance?” A voice replied: “A womanwho can stand and walk like th<strong>at</strong> doesn’thave to dance.” 8 Dolores was the popularizerof the series of Wayburn movements th<strong>at</strong>l<strong>at</strong>er became known as the “Ziegfeld Walk,”the slow promenade th<strong>at</strong> became centralto both Ziegfeld and Busby Berkeley’s “massornament” of geometric showgirl form<strong>at</strong>ions(Kracauer 1995; Mizejewski 1999; Cohen1980).Dolores’s corporeal performance was,explicitly, a racialized performance of whiteaffect. In the First World War era, in the wakeof the largest immigr<strong>at</strong>ion wave in the UnitedSt<strong>at</strong>es, whiteness was a n<strong>at</strong>ional projectth<strong>at</strong> depended upon the incorpor<strong>at</strong>ion ofFig 3 Dolores as the WhitePeacock in the 1919 Ziegfeldshow, Midnight Frolic. Vanity Fair,<strong>De</strong>cember 1919. Baron Adolphde <strong>Meyer</strong>, photographer;Dolores (K<strong>at</strong>hleen Rose),model. © Condé NastPublic<strong>at</strong>ions.Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 267provisional whites, such as Italians and Jews,<strong>at</strong> the expense of racial others, such asblacks and Asians, whose exclusion shoredup the newly stabilized c<strong>at</strong>egory of the“Caucasian” (Rogin 1996; Jacobson 1998,2000). As numerous scholars have argued,popular the<strong>at</strong>re, especially the Ziegfeldstage, emerged as one of the key sitesthrough which the period’s racial logic wasnormalized (Mizejewski 1999; Glenn 2000;<strong>Brown</strong>, J. 2008). In choreographing Dolores’sfacial expressions, gestures, and movementvocabulary, both Duff Gordon and NedWayburn elabor<strong>at</strong>ed a subdued style wherelimbs moved close to the body, marked byfluidity and unhurried grace (Figure 4).These studied movements, characterizedby an elite hauteur signified by an upliftedchin and unsmiling countenance, emergedfrom a longer history of racializeddeportment and posture (Todd 1977[1920]; Yosifon and Stearns 1998; Gordon2006); they were synonymous with thewhite pretension th<strong>at</strong> underlay the moderncultiv<strong>at</strong>ed body (and it was precisely thisvocabulary of white pretension th<strong>at</strong> African-Americans parodied in the cake-walk,which became a n<strong>at</strong>ional craze <strong>at</strong> just thistime). The subdued gestural vocabularyof the couture mannequin provided amarked departure from the exagger<strong>at</strong>edmovements of most contemporary racializedperformance styles, where the traditionof blackface minstrelsy on both sides ofthe Atlantic conscripted black bodiesinto a performance style recognizable byexagger<strong>at</strong>ed motions and expressions:“eccentric” dance styles marked by armsand legs akimbo, staring eyes and clownsmiles (Lott 1993; Lhamon 1998; Ullman1997; Kibler 1999; Glenn 2000; SotiropoulosFig 4 <strong>Vogue</strong>, September 15, 1918, p. 29. BaronAdolph de <strong>Meyer</strong>, photographer; Dolores(K<strong>at</strong>hleen Rose), model. Text by staff, © CondéNast Public<strong>at</strong>ions; scan courtesy of Toronto PublicLibrary.2006; Brooks 2006). In contrast with these“primitive” displays, the subdued gestures ofthe couturier model performed a corporeallanguage th<strong>at</strong> consolid<strong>at</strong>ed a discourse ofAnglo-Saxon white supremacy for its eliteviewers. While Dolores’s performancewas certainly one of class passing, herexpressionless demeanor also signified thehauteur of elite whiteness.Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


268 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>In these de <strong>Meyer</strong> images, the complexhistory and cultural significance ofracializ<strong>at</strong>ion and class passing are condensedin Dolores’s expressionless visage. Aworking-class immigrant herself, but oneprivileged with impeccable Anglo-Saxoncredentials, Dolores’s performance of elitewhiteness helped consolid<strong>at</strong>e wh<strong>at</strong> Muñozhas called a “standard n<strong>at</strong>ional affect” inthe United St<strong>at</strong>es, against which otheraffective codes appear as “over the top andexcessive” (Muñoz 2000: 69). Here, Dolores’slack of affect serves as an ideal canvas forboth de <strong>Meyer</strong>’s accessorizing and for theimplied viewer’s commodity longings. Atthis historical moment, this combin<strong>at</strong>ion ofde <strong>Meyer</strong>’s queer pictorialist excessivenessand Dolores’s laconic whiteness proveda powerful combin<strong>at</strong>ion for Nast’s elitereadership.<strong>Queer</strong> excess is registered in theseessays in two ways: through both de<strong>Meyer</strong>’s accumul<strong>at</strong>ion of detail and objects,and through Dolores’s affectlessness. Herintimid<strong>at</strong>ing countenance could be read,perhaps only by the<strong>at</strong>re and fashion insiders,as a queer performance, an over-the-topdisplay of icy hauteur th<strong>at</strong> parodies the classperformance of celebrity sitters such asMrs. Harry Payne Whitney (Figure 1). Notmuch is known about Dolores’s life after1923, when she married an American artcollector and son of a St. Louis dry goodsmerchant, William Tudor Wilkinson, andmoved to France—where she remaineduntil her de<strong>at</strong>h in 1975. The one pictureI have found of Dolores in her post-NewYork years supports the extant textualsources in suggesting her particip<strong>at</strong>ion inthe politically left and queer bohemiancircles of New York’s Greenwich VillageFig 5 Mrs. Tudor Wilkinson (nee K<strong>at</strong>hleen Rose,aka Dolores), from Eve: The Lady’s Pictorial, March25, 1925.and interwar European countercultures(Figure 5). 9 The barest hint of a smile inthis striking portrait whispers the intriguingpossibility th<strong>at</strong> Dolores’s performance ofwhite affectlessness may have doubled asa performance of queer excess, <strong>at</strong> leastto those in the know. <strong>Queer</strong> or not, herperformance of affectlessness also functionedas a racial project, one th<strong>at</strong> re-emphasizedthe corporeal meanings of the elite’swhiteness as controlled, constrained, andunderst<strong>at</strong>ed.Commodifying <strong>Queer</strong> <strong>Affect</strong><strong>De</strong> <strong>Meyer</strong>’s fashion photography broughtan aesthetic vocabulary to a commercialmedium (fashion) precisely <strong>at</strong> the historicalmoment when merchandisers teamed upPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 269with psychologists and advertisers to harnessconsumer longing and transform it into sales.Although it had been possible, technically, tointroduce photography to advertising andfashion illustr<strong>at</strong>ion since the half-tone wasperfected in the l<strong>at</strong>e 1880s (Jussim 1983;Harris 1979), the medium’s indexicality,combined with most photographers’ lackof training in the principles of fine art,meant th<strong>at</strong> most commercial photographslacked the connot<strong>at</strong>ive codes necessary forcommercial culture’s appeals to emotion(<strong>Brown</strong> 2000; Yochelson 1996; Bogart 1995).It was pictorialism, as an aesthetic approach,th<strong>at</strong> convinced art directors, accountexecutives, and magazine editors th<strong>at</strong>photography could compete with lush penand-inkillustr<strong>at</strong>ions by Charles MontgomeryFlagg or Charles Dana Gibson. Pictorialism’semphasis on connoting feeling, its ability tostir the emotions, dovetailed perfectly withadvertisers’ increasing recognition th<strong>at</strong> notonly were the most effective sales appealsdirected towards an emotional, r<strong>at</strong>herthan r<strong>at</strong>ional, consumer, but also th<strong>at</strong> thevast majority of purchases were made bywomen (Marchand 1985; Scanlon 1995;Garvey 1996). In the world of advertisingphotography, the pictorialist incursion intocommerce was indebted to the work ofphotographer Lejaren à Hiller; in fashionphotography, Baron Adolph de <strong>Meyer</strong>’spictorialist work convinced editors th<strong>at</strong>photography could compete, and eventuallysurpass, the work of commercial illustr<strong>at</strong>ors(<strong>Brown</strong> 2000).<strong>De</strong> <strong>Meyer</strong> brought together pictorialism’saesthetic vocabulary with a queercosmopolitan sensibility characterized byaffective excess to cre<strong>at</strong>e stunning fashionphotographs th<strong>at</strong> perfectly m<strong>at</strong>ched CondéNast’s needs. Unlike the fl<strong>at</strong> documents ofhis photographic competitors, de <strong>Meyer</strong>’sphotographs anim<strong>at</strong>ed the magazine’sluxurious commodity culture. <strong>De</strong> <strong>Meyer</strong>’sphotographs sought to produce a utopianflight of aesthetic feeling which the text thentethered to a specific, preferred outcome:sales. As the caption for de <strong>Meyer</strong>’s portraitof Jeanne Eagels notes, the arrangementof a “real lace veil … is one of the highestforms of art … if one craves it—and wh<strong>at</strong>bride wouldn’t?—it can be purchased forfive thousand dollars.” 10 His photographs,emerging from a queer cosmopolitanismth<strong>at</strong> had once privileged the aestheticmovement’s “art for art’s sake,” tied theutopian perform<strong>at</strong>ive’s desire for a better lifeto the accumul<strong>at</strong>ion of luxury goods (Dolan2001; Jameson 1979). <strong>De</strong> <strong>Meyer</strong> himself wasdeeply conflicted about his central role incommodifying aesthetic feeling. Towards theend of his life, de <strong>Meyer</strong> wrote to Stieglitzfor reassurance th<strong>at</strong> he had not betrayedhis talent in committing to commercialphotography; Stieglitz obliged, writing to himin 1940 th<strong>at</strong> “no, you have not prostitutedphotography” (Ehrenkranz 1994: 16).Ironically, the man who had once called de<strong>Meyer</strong> “a pimp of a man,” Edward Steichen,not only replaced de <strong>Meyer</strong> <strong>at</strong> Condé Nastin 1923, but also began then his lucr<strong>at</strong>ive,twenty-year rel<strong>at</strong>ionship with the J. WalterThompson advertising agency (Niven 1997:231; Johnston 1997; Brandow and Ewing2008). This is not to pass judgment on eitherphotographer or the historical rel<strong>at</strong>ionshipbetween aesthetics and commerce; as eventhe purist Stieglitz recognized, anyone whowould suggest th<strong>at</strong> the lines could be soclearly drawn “does not know wh<strong>at</strong> he orshe is talking about” (Ehrenkranz 1994: 16).Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


270 <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> <strong>Elspeth</strong> H. <strong>Brown</strong>ConclusionThe First World War years markpictorialism’s last gasp as the dominantaesthetic within art photography. In the1915–17 period, Paul Strand abandonedthe pictorialists’ soft focus in favor of thehard edges and formal emphases of straightphotography. Though art photography’smove towards modernism is certainlymore complex than this single marker,in hindsight it is clearly the case th<strong>at</strong> de<strong>Meyer</strong>’s <strong>Vogue</strong> years corresponded withart photography’s rejection of pictorialism’stechnical and emotional excessivenessin favor of modernism’s sharp lines andcamera eye (Strand 1980 [1917]; Bochner2005; Yochelson 1996). Nothing signaledthis transition more clearly than the staffchanges <strong>at</strong> <strong>Vogue</strong>. <strong>De</strong> <strong>Meyer</strong> had been thefirst of several key defections from CondéNast to Hearst; he left for Harper’s Bazaarfor a much gre<strong>at</strong>er salary, more cre<strong>at</strong>ivecontrol over magazine layouts, and a Hearstfundedapartment in Paris (where he andOlga moved in 1922). In 1923, the yearSteichen returned from France, Nast hiredhim as his magazines’ chief staff photographer(in Brandow and Ewing 2008). As Nast’sbiographer writes in wh<strong>at</strong> is generallyrepresent<strong>at</strong>ive of scholars’ descriptions ofthe shift from pictorialism to modernism,“Steichen swept away de <strong>Meyer</strong>’s unreal,filmy cre<strong>at</strong>ions and replaced them with asculptural, clean, pure, realism” (Seebohm1982: 201). This transition, however, canbe understood in gendered terms as well,away from (female) “filmy” feeling towardsthe “pure” and “real” heteronorm<strong>at</strong>ivemasculinity of the conserv<strong>at</strong>ive 1920s.<strong>De</strong> <strong>Meyer</strong>’s gender and sexual queerness,inseparable from his photographic aesthetic,would find fewer outlets in the Coolidge-era“return to normalcy.”Notes1 I would like to express my thanks to the TorontoPhotography Seminar, especially Thy Phu andLinda Steer; to Ann Cvetkovich, who first got mestarted on thinking about feeling as an analyticc<strong>at</strong>egory; and to Jaipreet Virda, whose researchassistance for this article has been very helpful.2 The quote is from a letter de <strong>Meyer</strong> wrote toAlfred Stieglitz in 1940, loc<strong>at</strong>ed in the StieglitzArchive, Collection of American Liter<strong>at</strong>ure,Beinecke Rare Book Room and ManuscriptLibrary, Yale University and quoted in AnneEhrenkranz, “A Singular Elegance,” 1994, p. 13. Thebiographical inform<strong>at</strong>ion about de <strong>Meyer</strong> is drawnfrom Ehrenkranz’s essay, as well as from PhilippeJulian, “<strong>De</strong> <strong>Meyer</strong>,” in Robert Brandau, ed., <strong>De</strong><strong>Meyer</strong> (1976); Nancy Hall-Duncan, The History OfFashion Photography (1979), pp. 32–43; and ArthurOllman, The Model Wife (1999) (Ollman drawsheavily on the Ehrenkranz essay of 1994).3 The pun references both Maurice Maeterlink’s1893 play and Claude <strong>De</strong>bussy’s 1902 operaPélléas et Mélisande (1902), central artifacts of theEuropean Symbolists. See Caroline Seebohm, TheMan Who Was <strong>Vogue</strong>, p. 194.4 For useful insights into the changing n<strong>at</strong>ure ofmagazine publishing in these years, see JenniferScanlon (1995) and Ellen G. Garvey (1996).5 See Ehrenkranz, “A Singular Elegance,” p. 37,for the claim th<strong>at</strong> “not until 1917 did fashionphotography appear in <strong>Vogue</strong> as a distinct genre”and the dubious claim th<strong>at</strong> “<strong>De</strong> <strong>Meyer</strong> hit hisstride <strong>at</strong> <strong>Vogue</strong> early in 1914,” p. 39, for whichI’ve found little evidence; Ehrenkranz does notprovide references for her assertions. ReferencingEhrenkranz, Arthur Ollman writes, incorrectly Iwould argue, based upon looking through themagazine, th<strong>at</strong> “from 1913–1922 he worked asa staff photographer for <strong>Vogue</strong> and Vanity Fair” inOllman, The Model Wife, p. 37. I think these errorsstem from Ehrenkranz’s reading of Seebohm’sbiography of Nast. Seebohm argues th<strong>at</strong> NastPhotography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


<strong>Elspeth</strong> H. <strong>Brown</strong> <strong>De</strong> <strong>Meyer</strong> <strong>at</strong> <strong>Vogue</strong> 271hired de <strong>Meyer</strong> as a staff photographer, butshe does not mention 1913 as the d<strong>at</strong>e ofcontract (Seebohm, The Man Who Was <strong>Vogue</strong>,195). Seebohm had access to the Condé Nastfamily for her biography. According to CynthiaC<strong>at</strong>hcart, Director of Library and Inform<strong>at</strong>ionServices <strong>at</strong> Condé Nast Public<strong>at</strong>ions in NewYork, there is next to no archival m<strong>at</strong>erial extantfrom these years.6 The quote is from “Vers<strong>at</strong>ility is the FirstPrinciple of <strong>De</strong>cor<strong>at</strong>ion,” <strong>Vogue</strong> August 1, 1917,pp. 46–47.7 Quote is from Ehrenkranz, “A Singular Elegance,”p. 40.8 Quote from October 3, 1919, reviews microfilmroll 1917/1918–1919/1920, Robinson LockeCollection of The<strong>at</strong>rical Scrapbooks, New YorkPublic Library for the Performing Arts, LincolnCenter, NYC.9 The only witnesses to the 1923 wedding ofthe Wilkinsons were the very well-knownGreenwich Village bohemians and politicalactivists Doris Stevens (a suffragist and feministwho was famously arrested for picketingWilson’s White House) and her husband DudleyField Malone, a left lawyer and <strong>De</strong>mocr<strong>at</strong>ic partyactivist. There is some suggestion th<strong>at</strong> Doloresshared the left politics of her wedding witnesses;during the Second World War she was arrestedby the German government for her work in theFrench resistance, and kept in prison until Francewas liber<strong>at</strong>ed in 1944. She led a very priv<strong>at</strong>e lifewith close friends drawn from bohemian circles;she had no children. Obituary, New York Times, p.44, Nov. 20, 1975; clippings, Dolores file, BRTC;“W.T. Wilkinson Weds American ‘Dolores’,” NewYork Times, May 15, 1923, p. 19; Doris Stevens,Jailed for Freedom (New York: Boni and Liveright,1920).10 Miss Jeanne Eagels, <strong>Vogue</strong>, May 1, 1917, p. 54.ReferencesBe<strong>at</strong>on, Cecil and Buckland, Gail. 1975. The MagicImage: The Genius of Photography. London: PavillionBooks.Bochner, Jay. 2005. An American Lens: Scenes fromAlfred Stieglitz’s New York Secession. Boston: MIT Press.Bogart, Michael. 1995. Artists, Advertising, and theBorder of Art, 1890–1960. Chicago and London:University of Chicago Press.Brandow, Todd and Ewing, William A. 2008. EdwardSteichen: In High Fashion: The Condé Nast Years,1923–1937. New York: W.W. Norton.Brooks, Daphne. 2006. Bodies in Dissent: SpectacularPerformances of Race and Freedom, 1850–1910.Durham, NC: Duke University Press.<strong>Brown</strong>, <strong>Elspeth</strong> H. 2000. R<strong>at</strong>ionalizing Consumption:Photography and Commercial Illustr<strong>at</strong>ion, 1913–1919. Enterprise and Society 1(4) (<strong>De</strong>cember):715–738.<strong>Brown</strong>, <strong>Elspeth</strong> H. 2005. The Corpor<strong>at</strong>e Eye:Photography and the R<strong>at</strong>ionaliz<strong>at</strong>ion of AmericanCommercial Culture, 1884–1929. Baltimore, MD:Johns Hopkins University Press.<strong>Brown</strong>, <strong>Elspeth</strong> H. 2009 (forthcoming). TheEmergence of the Model in the Early TwentiethCentury United St<strong>at</strong>es. In Joanne Entwistle andElizabeth Wissinger (eds), Fashion Models: Modeling asImage, Text and Industry. Oxford: Berg.<strong>Brown</strong>, Jayna. 2008. Babylon Girls: Black WomenPerformers and the Shaping of the Modern. Durham,NC: Duke University Press.Caffin, C.A. 1972 [1901]. Photography as a Fine Art.New York: American Photographic Book PublishingCompany (facsimile reproduction).Cohen, B. 1980. The Dance Direction of Ned Wayburn:Selected Topics in Musical Staging, 1901–1923. NewYork University, Ph.D. dissert<strong>at</strong>ion.Chase, Edna and Chase, Ilka. 1954. Always in <strong>Vogue</strong>.London: Victor Gollancz.Chauncey, George. 1994. Gay New York: Gender,Urban Culture, and the Makings of the Gay Male World,1890–1940. New York: Basic Books.Cvetkovich, Ann. 2007. Public Feelings. South AtlanticQuarterly. 106(3) (Summer): 459–468.Photography & Culture Volume 2—Issue 3—November 2009, pp. 253–274


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