Yevonde’s Influence on Contemporary Fashion Photography

Chapter in the book Yevonde: Life and Colour, Clare Freestone (ed.), published to accompany the exhibition of the same name at the National Portrait Gallery, London, 2023.

Yevonde (1893–1975) was a businesswoman and tireless creator, as an innovator committed to colour photography when it was not considered a serious medium, her work is significant in the history of British portrait photography. Yevonde championed photography during a time where there were few women photographers working professionally, and this book tells the story of her life, works, and 60-year career.

Yevonde: Life and Colour brings the photographer’s works together again for the first time in 20 years and features previously unpublished works. This book showcases her experimentation with a range of techniques and genres including colour photography, portraiture, still-lifes, solarisation, and the Vivex colour process, and repositions her as a modern artist of the twentieth century.

This highly illustrated publication provides in-depth context to Yevonde’s images, considering their aesthetic and mythic references. Yevonde’s portraits embody glorified tradition countered with a desire for the new. Her most renowned body of work is a series of women dressed as goddesses posed in surreal tableaux from the 1930s.