The Most-Sought-After Title of the Nineties


Linda Evangelista. Art Direction: Fabien Baron. Photo by Patrick Demarchelier. It was the first issue from Liz Tilberis at Harper’s Bazaar. September 1992

 
 

Sex and design, not that long ago, were total strangers—at least in magazines. You could have sex and fashion, as Helmut Newton had memorably proved in Vogue, and you could have fashion and design, as Alexey Brodovitch, Harper’s Bazaar’s legendary art director from 1934 to 1958, had shown. But Fabien Baron’s remarkable 1992 redesign of Bazaar, under editor Liz Tilberis, brought them together under one elegant, sensuous roof. Baron also introduced art-world and European photographers (Mario Testino, David Sims, Cindy Sherman, Craig McDean, Mario Sorrenti, Raymond Meier, Philip-Lorca diCorcia, Inez van Lamsweerde and Vinoodh Matadin) to the fashion world for the first time, permanently altering our perception of what a fashion photographer does.

Baron grew up in Paris, the son of a magazine art director. He came to New York at 23; his first magazine job was at GQ, in 1982, where Bruce Weber was making his name. By the late eighties, he was multitasking prodigiously, producing Barneys’ famous ads with Linda Evangelista, Christy Turlington, and Naomi Campbell, and working on Franca Sozzani’s Italian Vogue and Ingrid Sischy’s Interview, all at the same time. By 1992, when he landed at Bazaar, he was a ubiquitous design star.

And a new kind of star at that: a “creative director,” which in short order became the most-sought-after (and then clichéd) title of the nineties. “I was the first person to have that title,” he says. “I didn’t want to be just the art director!”

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