11.01.13 7:12 PM ET
Mad Men Bought Playboy for the ... Chairs
Today’s image, appropriately, shows “Miss November, 1954”, who starred in a recent lecture at the Artist’s Institute by the great architectural historian Beatriz Colomina. Colomina presented research by her team at Princeton showing how, throughout the 1950s and 60s, Playboy magazine was a crucial promoter of modern design. It published features on cutting-edge architects and designers and often posed playmates in their classic pieces – as here, where model Diane Hunter sits in a butterfly chair by Jorge Ferrari Hardoy.
Colomina didn’t mention it, but it seems to me there’s some kind of equation, both social and formal, between the pared-down chairs and the girls perched on them – something about men’s ownership of biomorphic (and biological) modernity. (Interesting that the bodies now look vintage but the chairs haven’t dated at all.) Colomina did show how Playboy, with its circulation of seven million, would have had vastly more reach and influence than any design magazine. Any architect featured in Playboy – Mies and Wright and Bucky Fuller, but also the radicals at Ant Farm and Yale’s dean of architecture – “becomes a model poised at the very heart of the Playboy dream,” said Colomina.
Strangely, from his very first editorial Heffner felt a need to apologize for keeping his readers inside the well-designed home, and away from the woods and wilds found in other men’s magazines. Colomina argues that this is because home decor was traditionally women’s territory, and a manly man wouldn’t go there.
Rather than pretending to buy the mag for the writing and really ogling the girls, which was the classic Playboy-reader excuse, many playboys were pretending to buy for the babes, while actually hunting for decorator tips. “Architecture turned out to be much more seductive than the Playmates,” Colomina said.
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