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21/09/2022 | EXHIBITIONS

AVEDON YESTERDAY AND TODAY

Posted by: Flavio Lucchini

Avedon's exhibition at Palazzo Reale in Milan has awakened the best years of my life. In 1963 I was 35 years old and three years earlier I had been hired by Corriere della Sera as designer and art director to create a new female weekly magazine which later the journalist-writer Dino Buzzati suggested to entitle AMICA. The success of the magazine gave me a sort  of visibility in the world of women's publications. At that time the American Condé Nast wanted to find a space in Italy too. I was contacted by them and immediately hired as artistic director to start the landing in Italian market. Needless to say, my passion for everything was beautifully fitted to the setting and philosophy of Vogue. At that time the absolute head of Condé Nast, Alexander Lieberman, had created a fantastic editorial product. He himself was a photographer and art director who had made Vogue America the most beautiful publication on the planet. He had signed an exclusive contract with Richard Avedon and with Irving Penn, the photographers already considered the best in the world. Everything had to be at the top, perfect and exclusive. From journalists to models to to the quality of the printing. And so on. Working for Vogue was the happiest moment of my working life. Through my hands passed the most sought-after fashion, the most fascinating women but also the most famous writers, artists, architects, actors, directors, personalities. In short, everything that represented the best of the best. Every day I waited anxiously for material from New York to make the magazine convinced that even in Italy something unexpected, beautiful and fantastic would appear on the newsstands every month. With Avedon's photos I would make the opening of the issue. Avedon perhaps was the artist who most represented Vogue. His search for perfection, his ability to go over, his care for details, his intense portraits of the greats of the century, his models wonderful as goddesses, have created his legendary fame.To be photographed by him for Vogue was a consecration. His covers, his fashion photos and portraits show better than any words what Vogue was at that time.


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