John LaGatta John Lagatta

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John LaGatta
(1894 - 1977)

Born, Italy. Original style in US was a flat-color, fade-awayish aspect for Life magazine (though his later Life assignments would show his more free, lush brush work. Famous for his glamour girls from the 20s through the early 40s utilizing a multi-media palette of chalk and wash. Expert in making clothed women look like they were wearing virtually nothing, he was a hit with both fashion and women's magazines (Saturday Evening Post, Ladies Home Journal, Cosmopolitan), as well as advertisers. An excellent monograph was published in 2001: John LaGatta; An Artist's Life, by Jill Bossert.

Life, "Tropical Number" (1927) Lagatta - 001

Ladies' Home Journal (1933) Lagatta - 002

Fashion Pages (1926, 1922) Lagatta - 003

Ivory Soap (1920) Lagatta - 004

Texaco, "What - Another Fender?" (1926) Lagatta - 005

Kellog's PEP, "Help your self to health" (1926) Lagatta - 006

Woodbury Facial Soap, "Appointment for Love" (1945) Lagatta - 007

Blue Label Foods, "Real Turkey - And Real Chicken!" (1920) Lagatta - 008

Pratt and Lambert, "Fifteen Years on a Stairway" (1918) Lagatta - 009

Life, "Interned" (1915) Lagatta - 010

Djer-Kiss, "Paris, Herself, Explains..." (1924) Lagatta - 011

BVD, "The New Surf Suits." (1931) Lagatta - 012

Can Spring Be Far Behind? (1923) Lagatta - 013