Flair. June 1950 (Vol. 1, No. 5)
New York: Cowles Magazines, Inc., 1950. Folio, publisher's illustrated self-wraps, upper wrap die cut.
"I have an idea a minute...I'm a born idea myself" (Fleur Cowles). June 1950 issue of Fleur Cowles’s Flair magazine. Considered "the first magazine that became an art form," the short-lived publication was the brainchild of American socialite, editor, and artist Cowles. Although the monthly magazine only ran for one year, from February 1950 to January 1951, it was a groundbreaking publication at the time (one issue was suffused with the scent of rose four decades before perfume scent strips were introduced), and continues to influence magazine design and production today. Essentially a pet project, Cowles convinced her husband at the time, financier and heir to the Cowles Media Company, to finance and publish a magazine that reflected her personal taste in fashion, décor, travel, art, and literature. And Cowles's taste was extravagant. The magazine, which incorporated cutouts, fold-outs, pop-ups, removable reproductions of artworks and a variety of paper stocks of different sizes and textures for each issue (some present here) lost her husband an estimated $2.5 million in funding (they divorced in '55). Wear and toning to wraps, particularly to spine. Very good. Item #6570