Who is Mehemed Fehmy Agha?
When the extraordinary art director Dr. Mehemed Fehmy Agha arrived at Vogue’s New York offices in 1929, he ignited a thrilling design revolution, re-imagining and revamping the magazine—as well as its sister publications Vanity Fair and House & Garden—while redefining his profession for generations to come.
Vanity Fair cover by Fortunato Depero (1930)
What do we get here?
1- No more Vogue’s old-fashioned appearance,
2- Graceful Art Deco curves and the clean lines of Constructivism.
3- No more italic lettering. Instead, we get sans serif fonts like Futura,
3- All unnecessary elements are eliminated from the pages (borders around photos, column rules, sidebars),
4- the magazine gets a latest European avant-garde look,
