....there was Jessica. Jessica Daves that is, Editor-In-Chief of American Vogue from 1952-63. Her predecessor was Vogue's first Editor, the indomitable Edna Woolman Chase & her successor, the flamboyant & fiery Diana Vreeland. Jessica was the second female editor of Vogue & although branded as cautious & level-headed, under her tenure Vogue became multifaceted and broadened its appeal to a much larger cross-section of the American magazine reading public. It is said that she set post-war standards for gracious living & was a pioneer in championing the emerging American ready-to-wear designers of the late-50's, early 60's. Elsa Schiaparelli, Bob Mackie, Oleg Cassini, Isamu Noguchi, Norman Norrell, Halston amongst them
Employing Art Director Alexander Liberman to work with her, she changed the format of the magazine early in her editorialship by publishing the work of photographers Irving Penn & Richard Avedon, who modernized fashion photography by simplifying it. Penn used natural lighting and stripped out all superfluous elements, often using just simple grey or white backdrops for his models. Avedon created spirited, imaginative photographs that showed fashion and the modern 1960's woman in a new light.
Image: Images Art