Three women modelling Jantzen casual wear

Photographer Gervaise Churchill Purcell (1919-1999)

Date1954

Object numberANMS1405[698]

NameNegative

MediumCellulose acetate negative, black and white

DimensionsOverall: 123 × 96 mm

ClassificationsPhotographs

Credit LineANMM Collection Gift from Leigh Purcell

Terms

DescriptionBlack and white negative taken by commercial photographer Gervaise Purcell showing three women outdoors holding Nestle products. This photograph was originally contained in an envelope marked: Jantzen - Nestle / Joan Wilkins / Beryl Milton / Neville / Pat.HistoryIn 1940, Gervaise enlisted in the Militia or Citizen Military Forces at North Sydney, more recently known as the Australian Army Reserve. Within a year he was seconded by the army to work in Canberra under a Professor William Dakin, Director of the Defence Central Camouflage Committee. In Canberra Gervaise join an elite group of famous artists and photographers, Sydney Ure Smith, Max Dupain and Frank Hinder researching and experiment with various camouflage methods. After the war, Gervaise was recruited by Monte Luke before he decided to set up his own studio in 1952 in Underwood Street, Sydney. He focused his career on fashion photography, often his photographs would appear in publications such as the 'Australian Women’s Weekly'. Gervaise also worked on other commissions involving maritime links to the swimwear manufacturer, Jantzen and the cruise ship operators, the Peninsular and Oriental Steam Navigation Company (P&O). He also worked for retailing giants David Jones and Hordern Brothers, radio technology manufacturer Amalgamated Wireless Australasia (AWA) and tourism operator Ansett Airways. Purcell was responsible for all aspects of the fashion shoot from photography to selecting the props, locations and hiring the models. In the 1950s he used a Graflex Crown Graphic camera and flash gun mounted on a tripod which took large format sheet film. While on location only two or three exposures could be taken of each swimsuit as film stock was vulnerable to damage by the elements. After the shoot the images would be proofed and retouched if necessary for the client to make their final selection.SignificanceThese negatives were taken by Gervaise Purcell (1919 - 1999) from the 1940s to the 1960s. He worked as a commercial photographer for the Monte Luke Studio in Sydney before opening his own studio in 1952. His images of swimwear for clients including swimwear manufactures such as Jantzen and retailers David Jones and Hordern Bros, blended modernity with Australian beach culture, carefree leisure and a touch of luxury.