FAMILY TIES: Alexander Vreeland, grandson of style icon and former editor in chief of American Vogue Diana Vreeland, presented his new book “Diana Vreeland: The Modern Woman” on Tuesday in Milan at Carla Sozzani’s concept store 10 Corso Como. After gigs in communication and marketing at Ralph Lauren and Giorgio Armani, Vreeland is now handling his grandmother’s estate that also oversees the Diana Vreeland Web site, which is dedicated to her work and career. The presentation was also attended by his father Frederick Vreeland.
The 300-page book is focused on Diana Vreeland’s time as editor at Harper’s Bazaar, illustrating three decades of the magazine, divided annually. Each section opens with 12 monthly covers of the magazine followed by a selection of images that bear witness to her innovative vision and her work with photographers such as Richard Avedon, Louise Dahl-Wolfe, Lillian Bassman, Martin Munkacsi e George Hoyningen-Huene. Published by Rizzoli International, “The Modern Woman” retails at 65 euros ($60 at current exchange).
“The 26 years at Harper’s Bazaar were the most significant in her career, because they showed her true person and essence,” replied Alexander Vreeland, when asked why he didn’t choose the more recent period of his grandmother’s life at Vogue. “Diana was a woman full of creativity, so she founded her life on ideas and imagination. I think this is the greatest legacy that my grandmother left for today’s fashion and the future,” he added. The event was held as a Q&A session open to the public.
“My grandmother was a special and independent person. The role of the woman has changed and she understood that before the others,” he said, adding: “Her motto was ‘We live through our dreams and imagination’ and with that, she has transformed her life and led others to do the same. She is an actual woman who speaks to all the future generations, for that we defined her in the title as modern woman.”
“I tried to immortalize her through more than 300 images into the book, because I think that images are timeless and live even today. This is a work out of time, because all the women who are portrayed could live today, like my grandmother,” he told WWD on the sidelines of the event, noting that even her namesake perfume line, launched last year by Vreeland, is contemporary. “I wanted to avoid recreating her personal scent, but I wanted to make her present and imagine her at 85 years old, today, what perfume she would like to have,” Vreeland said.