Collaboration, competition and conflict: The collective labour of fashion photography at US Vogue (1940‐42)

Abstract

While the figure of the fashion photographer has been widely discussed, little has been written on image-making as a collective endeavour. Fashion photography indeed results from technical innovations, publishing strategies, editorial policies, behind-the-scenes negotiations and, ultimately, decision-making. This article analyses ‘The Condé Nast Papers’ ‐ a series of internal documents held at the Condé Nast archives in New York ‐ together with US Vogue and Harper’s Bazaar’s editorials and covers to explore how fashion photographs resulted from the collective labour of photographers, editors, artistic directors and many others in the early 1940s. Through these unique historical sources, this article gives a voice to the workers involved in the making of fashion images and shows how decision-making and creativity were distributed across occupations. It also unpacks the negotiations, arbitrations and power relations that underpinned work relations at US Vogue, showing the collaboration, competition and conflict between the different actors. Drawing on art sociologist Howard Becker’s concept of ‘art worlds’ while combining methods from fashion history and visual and material culture, I question the respective status of the multiple authors involved in this activity and the conventions of fashion image-making. In doing so, I argue that fashion photographs are the product of the interactions of a multitude of workers who are embedded in the power structures of the fashion media industry, and whose collective labour is made invisible. My goal is to rethink the ways in which collective labour has been evidenced and produced in the fashion industry.