Jessica Daves, the editor of Vogue from 1952-1962, gets some of the credit she deserves in a beautifully illustrated book, “1950s in Vogue.”
describe her as an “editorial conservative, marketing radical,” while the fashion journalist Eugenia Sheppard described her as “a realistic editor and great executive.” Born in 1898 in Cartersville, Georgia, Daves moved to New York in 1921, where she worked in advertising before being hand-picked by Condé Nast to joinas fashion merchandising editor. She quickly moved up the ranks and was Chase’s chosen successor.
That the business of fashion was of great interest to Daves didn’t preclude her enjoyment of the metier. “Here is something you need in the world, a lovely creative labor,” she once said.
Model Evelyn Tripp wearing Mainbocher’s magenta chiffon evening coat and pink faille dress, photographed for the June 1, 1953 issue ofThe 1950s was the golden age of couture. It was also a period in which fashion’s reach was becoming longer and more democratic. The industry was becoming more global, withreporting on new fashions from Italy, Spain, and Ireland, among other places.
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