First Love (gatefold)

Alberto Vargas, artist

1896–1982

First Love (gatefold), circa 1940

Portfolio/Series title: published in Esquire magazine, October 1940

Where object was made: United States

Material/technique: watercolor; illustration board

Dimensions:
Sheet/Paper Dimensions (Height x Width): 101.5 x 76 cm
Sheet/Paper Dimensions (Height x Width): 39 15/16 x 29 15/16 in
Mat Dimensions (Height x Width): 45 x 32 in

Credit line: Gift of Esquire, Inc.

Accession number: 1980.0526

Not on display

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Label texts

Exhibition Label:
"Alberto Vargas: The Esquire Pinups," Sep-2001, Stephen Goddard, Maria Buszek
This is Vargas's first gatefold for Esquire magazine. He must have been aware that he was following in the wake of George Petty, whose "Petty Girls" had already achieved notoriety in the pages of Esquire. His use of a telephone in this composition is probably a nod to Petty, who often used telephones as props. When printed, each Vargas gatefold appeared with a verse by Phil Stack, in this case alluding to the woman's golddigger ambitions.

While Vargas signed this gatefold "Vargas," a note pencilled near the bottom of the image says "omit 'S' in signature" (not visible as framed). Indeed, the "S" was removed when the image was printed in Esquire. Subsequently Vargas signed his name "Varga," allowing the magazine to claim ownership of the "Varga Girl" as a trademark.