This collection of Bendel’s advertisements demonstrates two styles of advertising employed by the store over the course of Geraldine Stutz’s presidency. The first handful of images of the gallery demonstrates the use of illustrations in advertising, which the store employed over many decades. While the use of illustration declined in fashion media following the rise of fashion photography in the 1930s and 1940s, Bendel’s press advertisements for The New York Times and other publications still adhered to the medium in a distinctive style typical of fashion sketches.
The second and larger collection of images was part of an advertising campaign for Henri Bendel from 1978-1986, and marked the first time Bendel’s had used photography in its advertisements.[1] Coordinated by Pat Peterson, its Vice President for Store Promotion, and shot by iconic Swedish fashion photographer Gösta Peterson, the images were compiled into a book by Mr. Peterson, with text in Swedish, which were subsequently displayed at the Museum of Modern Art in Stockholm. Geraldine Stutz wrote the text for all the images of the campaign.
The advertisements were published each week as a half page ad in the society section of The New York Times Sunday edition. This was a new placement strategy not yet utilized by other stores, carefully targeting the Bendel customer. The advertisements were created on a weekly basis: clothing of the week was selected by Tuesday, the images were shot on Wednesday, Stutz reviewed and wrote the text Thursday while the art director finalized the design. The finished ad was dropped off to The New York Times by Friday for publication.
The longevity of the campaign garnered attention for both Peterson and the store, promoting both the photographer’s signature style and a Bendel look. The series is reflective of Peterson’s work as a photographer, which could be humorous or dramatic, with an attention to composition and technique. The collection also reveals the aesthetic that was typically promoted by Bendel’s – effortless and chic, in luxe fabrics and striking silhouettes. From designers like Perry Ellis, Jean Muir and Karl Lagerfeld for Chloe, Bendel’s style was at once bold yet understated.
These images have been reproduced with the permission of Gösta and Pat Peterson.
[1] Peterson, Gosta. “Gosta Peterson Fotograf.”