For more on Leyendecker and this exhibition, see Part 1 of this series. This post is available as a video at https://youtu.be/nICG9plz0Q4.
1910: Athlete, by Frank Leyendecker
This painting is by J.C.’s brother Frank (F.X.) Leyendecker. Frank created successful ads for Chevrolet and covers for Collier’s Magazine, but died in 1924.
1910: Howard Watch ad
You can see why J.C.’s work was in demand: if you were a guy, wouldn’t you want to look this suave and sophisticated?
1911: Arrow Collar ad
In 1905, J.C. proposed a novel advertising idea to Arrow Shirts: a male embodiment of their products. “Not simply a man,” J.C. said, “but a manly man, a handsome man, an ideal American man.” From 1907 to 1931, hundreds of ads were created featuring the Arrow Collar Man, who became America’s model of elegant sophistication. During the 1920s, the Arrow Collar Man received more fan mail than some Hollywood stars. Surely not everyone in that decade (the “Jazz Age”) looked like this, but Leyendecker made us believe they did, and that we could, too. This is one of my favorites from the Reynolda House exhibition. (On the 1920s, see my Timeline.)
The primary model for the Arrow Collar Man was Charles Beach, J.C.’s business manager and live-in partner for nearly 50 years. In the Reynolda House exhibition, Beach appeared steering a boat, at the races, finishing a swim meet, and reading books.
It’s generally assumed that J.C. was a homosexual, because he lived with a man and never married; but as far as I know, there is no documentary proof one way or the other. Some of J.C.’s images might be interpreted as homoerotic, but if they were recognized as such at the time, then J.C.’s skill and his marketing value protected him from any backlash.
1912+: Saturday Evening Post covers for Autumn
Saturday Evening Post covers for fall issues, earliest 1912.
1913: In the Stands
Another Arrow Collar ad. The man with a monocle (far left) is Charles Beach.
1914: Bellhop with Hyacinths
In 1914, President Woodrow Wilson signed the law creating Mother’s Day on the second Sunday in May. J.C., assigned the Saturday Evening Post‘s cover for the first Mother’s Day, showed a bellhop delivering flowers … and an American tradition began.
1914: Man with Cane and Gloves
Another Arrow Collar ad. I always think of Lord Peter Wimsey when I see this one.
1914: Men Reading
Arrow Collar ad.
More
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