Edgar de Evia

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Edgar de Evia
Edgar de Evia 3x4.jpg
Edgar de Evia circa 2002
Born Edgar Domingo Evia y Joutard
(1910-07-30)July 30, 1910
Mérida, Yucatán, Mexico
Died February 10, 2003(2003-02-10) (aged 92)
New York, New York, U.S.A

Edgar Domingo Evia y Joutard, known professionally as Edgar de Evia (July 30, 1910 – February 10, 2003), was a Mexican-born American interiors photographer.

In a career that spanned the 1940s through the 1990s, his photography appeared in magazines and newspapers such as ' House & Garden, Look and The New York Times Magazine and advertising campaigns for Borden Ice Cream and Jell-O.

Careers[edit]

Homeopathy research[edit]

Photographic self-portrait by Edgar de Evia reflected with the oil portrait by M. Jean McLane of himself as a child (circa 1990).
Edgar de Evia, circa 1930.
Logo designed by Edgar de Evia.

Edgar served as the research assistant to Dr. Guy Beckley Stearns, a homeopathic physician with whom he wrote and published articles and one book about homeopathy.

For Laurie's Domestic Medicine, a medical guide published in 1942, Stearns and Edgar D. Evia contributed an essay called "The New Synthesis", which was expanded that same year into a book entitled "The Physical Basis of Homeopathy and the New Synthesis". In the New England Journal of Homeopathy (Spring/Summer 2001, Vol. 10, No. 1), Richard Moskowitz, MD, called the Stearns-Evia article "a cutting-edge essay into homeopathic research that prophesied and actually began the development of kinesiology, made original contributions to radionics, and dared to sketch out a philosophy of these still esoteric frontiers of homeopathy at a time when such matters were a lot further beyond the pale of respectable science even than they are today."[1]

Photography[edit]

Frequently producing images utilizing soft focus and diffusion, de Evia was dubbed a "master of still life" in the 1957 publication Popular Photography Color Annual. In a review of the book, The New York Times stated that "Black and white [photography] is frequently interspersed through the book and serves as a reminder that black and white still has a useful place, even in a world of color, often more convincingly as well. This is pointed up rather persuasively in the portfolio on Edgar de Evia as a 'master of still life' and in the one devoted to the work of Rene Groebil."[2] "Editorial high-key food photography was introduced by Edgar D'Evia in 1953 for the pages of Good Housekeeping."[3]

William A. Reedy, editor of Applied Photography, in a 1970 interview for the Eastman Kodak publication Studio Light/Commercial Camera, wrote that de Evia:

"has been a photographic illustrator in New York City for many years. His work has helped sell automobiles, food, drink, furniture and countless other products. To fashion accounts he has been known as a fashion photographer, while food people think of him as a specialist in still life. While, in fact, he is a photographer, period. He applies his considerable talent and experience to whatever the problem at hand."[4]

Melvin Sokolsky, a fashion photographer who has created images for Harpers Bazaar and Vogue, considered Edgar de Evia one of his earliest influences, saying, "I discovered that Edgar was paid $4,000 for a Jell-O ad, and the idea of escaping from my tenement dwelling became an incredible dream and inspiration."[5]

Personalities photographed[edit]

De Evia also produced commissioned photographic portraits of individuals, including Polish-American violinist Roman Totenberg [6] and Ralph Lauren,[7] American fashion designer.

Editorial photography[edit]

De Evia worked for Applied Photography,[8][9] Architectural Digest,[10] Good Housekeeping,[11] Shaggy Lamb Fashion,[12] and New York Magazine (December 19, 1988 Feature article on de Evia and his apartment).[13]

Books[edit]

Books that have been illustrated with de Evia's photography include:

Commercial photography[edit]

De Evia worked for Borden Ice Cream (Lady Borden campaign 1956–1960),[14] Celanese Corporation,[15] Gorham Silver,[16] hats by Mr. John of John-Frederics,[17] Leather Industries of America,[18] Maximilian Furs (1950s, all ads had the credit "DeEvia"), McCall's patterns (all ads had the credit "Photograph by Edgar de Evia"),.[19]

Gallery[edit]

Relationships[edit]

In the 1950s, de Evia's companion and business partner was Robert Denning, who worked in his studio and who would become a leading American interior designer and partner in the firm Denning & Fourcade.[20]

References[edit]

  1. ^ New England Journal of Homeopathy – Classical Homeopathy Articles & Reviews
  2. ^ "Color in Review: Popular Photography's Color Annual Surveys Medium's Current Status", The New York Times, 19 May 1957, page X17
  3. ^ Advertising Directions by Edward M Gottschall and Arthur Hawkins, New York: Art Directions Book Co., 1996.
  4. ^ "about Photography with Edgar de Evia" by William A. Reedy, p. 16 Studio Light/Commercial Camera v.2 no. 2 1970.
  5. ^ Melvin Sokolsky’s Affinities by Martin Harrison as reproduced on the web Melvin Sokolsky Seeing Fashion retrieved June 29, 2006. For a career-wide view of Sokolsky's work, see his website. For reference to his work for Vogue and other publications, see Sokolsky interview at bauhaus.com]
  6. ^ De Evia's photographic portrait of Totenberg is featured in the article "Among the Week's Recitalists", The New York Times, 28 March 1948, p. X7.
  7. ^ 1978 photograph featured in the article "New York Look – Saturday in the Park with Ralph" by Jada Yuan & Amy Odell, New York, 26 November 2007 online. Retrieved 31 December 2007.
  8. ^ 5 expressions on a new film #12, 1959
  9. ^ Studies in Tone Gradation—the hallmark of excellence #60, 1975
  10. ^ "Vincent Fourcade – Celebrating the pleasures of magnificent excess", by Mitchell Owens, Architectural Digest, January 2000, v. 57 #1, p. 169 – one of twenty five persons named by the magazine "Interior Design Legends".
  11. ^ The Petticoat Craze. Retrieved August 28, 2006.
  12. ^ "Shaggy lamb fashion". Look Magazine Photograph Collection (Library of Congress). 
  13. ^ Books.google.com
  14. ^ Ad Lady Borden New Black Cherry Crisp Saturday Evening Post, 30 January 1960
  15. ^ Full page advertisement in The New Yorker featured in The Professional Photographer v.80, October 19, 1953
  16. ^ Annual of Advertising, Editorial, Television Art & Design v. 34
  17. ^ McCall's v. 79 no. 10
  18. ^ Harper's Bazaar, September 1952
  19. ^ McCall's January and February 1958
  20. ^ Mitchell Owens, Robert Denning, Champion of Lavish Décor, The New York Times, 5 September 2005, page B7

External links[edit]