Elbeo Stockings advertisement, Wolfgang Sievers, Berlin 1938

February 18th, 2010 by Iwona Hetherington

These two advertising photographs for Elbeo Stockings were taken by Wolfgang Sievers at the Berlin’s Contempora School of Applied Arts in 1938, the same year he migrated to Australia. In Australia it wasn’t however fashion but architectural and industrial photography that Sievers became interested in and highly acclaimed for. He admitted that one of the reasons for loosing interest in fashion photography was the fact that in his opinion Australian models of that time didn’t quite match the sophistication and elegance of their European counterparts.

In his comments written next to the above photographs he says:

When working with one really great and elegant model I learnt how her talent made one’s work infinitely easier, so much so that later in Australia I lost interest in fashion work because almost all models at that time were an untrained lot (…)

Photography by Wolfgang Sievers
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Tags: advertising, elbeo stockings

The Powerhouse Museum's Photo of the Day blog features a new image each day, chosen from the Powerhouse Photo Library.

The majority of these images have been taken by Museum photographers for a variety of purposes such as for exhibitions, of objects in our collection, events, behind-the-scenes and location shots. We also feature many images taken by our Flickr community and from our visitors. We hope you enjoy the photographs and stories.

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