Frank Horvat’s photographic career spans nearly seven decades. His photographsfor the leading post-war fashion magazines in Europe and the United Statessolidified his reputation as one of the outstanding representatives of the genre:DIE ZEIT recently named him “a legend in fashion photography.” Most notably,Horvat introduced a journalistic, visual vocabulary to his fashion images. In stepwith the times, he employed the use of a small-format Leica camera. By shootingfrom the hip, he revolutionized the dominant aesthetic of the era. “I wantedthe models to look like real women, and photographed on the street, in real life.Almost nobody else had done that before. . . . They ultimately led to my success.”Later in his career, Horvat embraced digital photographic techniques. In hiseighties, he developed his own iPad App, Horvatland, inviting viewers to take adigital journey through his oeuvre.We are pleased to offer you two of Frank Horvat’s thoroughly charming 1950sfashion photographs, at an extremely attractive price. Made on fine Hahnemühlepaper, the pigment prints are housed in a portfolio and accompanied by thephotographer’s 2015 Hatje Cantz catalogue, Please don’t smile. This specialedition is a testament to Frank Horvat’s pioneering presentation of women in thepost-war world: “I tried to shoot fashion photographs that had an ideal.”
