very much a stopping-off point for American buyers on their way to the main market, Paris. It wasn’t until several years later that Mary Quant and Alexander Plunket Greene launched their Bazaar shop on Chelsea’s King’s Road and revolutionised London’s standing. As yet their particular new look was nothing more than the dream of fashion college students.
For a decade and a half after the war the London market was dominated by twelve names who joined forces in the Incorporated Society of London Fashion Designers. Worth, Norman Hartnell, Charles Creed, Neil ‘Bunny’ Roger, John Cavanagh, Digby Morton, Ronald Patterson and Hardy Amies were among the best – known stars in this galaxy, each putting on two shows a year – in January and July – where they unveiled their couture collections. Below them was a layer of younger designers, the Model House Group, who made their living by adapting last year’s couture house creations from Paris. And then there were the ready-to-wear houses, from smart names like Jaeger through to high street chains like Richards Shops. The days of the big names doing anything other than making individual items to order for a wealthy, predominantly older clientele had not yet dawned.
The timeless, upper-crust English quality of the designs of Amies or Hartnell, their appeal for a female audience looking for sensible suits for a weekend’s shooting in the country or a frock for a presentation at court, chimed well with the era. After the grey years of Labour centralisation of the economy, the election of a Conservative government in 1951 heralded both an end to rationing and a welcome return to some of the pleasures of pre-war days. London was loosening up. Taking their lead from the young Queen Elizabeth II on her accession in 1952, women who followed fashion aspired to a classical simplicity that mirrored the dress codes of the landed classes at play.
This was what the satirist and social historian Christopher Booker has described as ‘the strange Conservative interlude of the fifties’:
By the summer of 1953, the glittering coronation of a new young queen, marked in a suitably imperial gesture by the conquest of Everest, was a symbol that during the years of hardship the old traditions had been merely sleeping. People were once again dressing for dinner and for Ascot … Debutantes once again danced away June nights on the river, to the strains of Tommy Kinsman and the splash of champagne bottles thrown by their braying escorts. Unmistakably British society seemed to be returning from a long dark night to sunnier and more normal times.
It was a time when government and electors alike convinced themselves that Britain was back where it had been in 1939. ‘It’s just like pre-war’ was the phrase on everyone’s lips – before Suez, economic reverses, angry young men, the Lady Chatterley trial and finally the Profumo scandal destroyed the illusion and ushered in the new, brutal and classless world of the 1960s. In this interval a particular sort of upper-class conduct, confidence and style were the dominating social and cultural goals. Harold Macmillan’s governments, containing such a heavy contingent of peers that on paper they seemed like pre-1914 administrations, contributed to the process. The look that Bronwen Pugh came to embody – aristocratic, detached, elegant – reflected the general mood and had an emblematic quality.
The London fashion world did have one up on Paris in that it had adopted the American system of agents for model girls. In the States Eileen Ford, the godmother of model agents, had built up her agency from scratch in 1946, representing two of the most important US models of the decade, Suzy Parker and Dorian Leigh. In Paris such innovations were not allowed for fear that they would become little more than glorified escort agencies, but in London they advertised in the phone book and were run by outwardly frightening but often benign men and women who provided the respectability and parental-style security that ushered middle-class girls like first Jean Dawnay and later Bronwen into the profession.
With her teaching career behind her and her heart set on fulfilling the frivolous dream she had shared with Erica, Bronwen went about getting herself on one of the agency’s books. The first name she tried was Pat Larthe. Dawnay, trail-blazer in the new wave of post-war British models, provided an uncomfortable picture in her autobiography of Larthe’s working methods. At the dawn of her career, Dawnay, like Bronwen almost a decade after her, had nervously presented herself at Larthe’s office in London’s Covent Garden only to find ten other hopefuls in the waiting room, clutching their portfolios and fiddling with their hair.
When she was finally summoned into the inner sanctum she was greeted by a tough, theatrical woman, sheltering behind a vast telephone-laden desk. ‘The interview was short and humiliating. I showed Miss Larthe my pictures. She barely seemed to glance at them before telling me I was too ordinary, that modelling was the toughest, most soul-destroying profession in the world, and that girls who had far more than I in the way of looks and figure got nowhere.’ Dawnay was reduced to tears. That appeared to be Larthe’s intention, perhaps – to take the most charitable option – calculating that it was better if it was done by her now rather than by someone else further down the line. Having destroyed the younger woman’s self-confidence, she could then appear her protector. She took Dawnay under her wing, directed her first to favoured photographers, then got her bookings at the less glamorous end of the market – shows at Scarborough hotels – and finally helped her to make the leap to the top London houses.
Bronwen’s first impression of Larthe was equally unfavourable. ‘I just turned up in her office and said, “I want to be a model.” She looked at me and said bluntly, “You’re too tall and you squint.’” Most hopefuls would have turned and walked out. A few months previously so would Bronwen, but in the aftermath of Erica’s death she clung to the idea of modelling as her salvation. She could not afford such dramatic gestures when Larthe potentially held the key to success. ‘Then Pat asked me to walk across the room and I must have done something right. She said she wouldn’t put me on her books, but she’d teach me how to be a model.’
Bronwen accepted this less-than-overwhelming offer without a second thought. She and another hopeful would turn up after hours at Larthe’s office every evening for a week. First they were instructed on walking in the correct way. You had to place one foot exactly in front of the other and swing your hips – ‘but not all that sashaying they do today,’ says Bronwen. ‘We had to be “ladylike but exaggerated”.’ Then there was some good old-fashioned practice with books on the head to improve balance and poise.
Equally important was the correct form for the catwalk-not then usually a raised platform but simply a walkway between rows of chairs ending in what was and remains known as ‘the cheese’ or ‘le fromage’ because of its resemblance to a slab of Camembert. To succeed as models, according to Ginette Spanier, the great Parisian couture house directrice of the 1950s, girls had to ‘swish their bottoms and stretch their legs out straight in front like a race horse, pirouetting at corners as though dancing an old-fashioned waltz.’
Other evening sessions covered make-up – at which Bronwen was a novice. At that time model girls were expected to turn up with their own shoes and do their own hair and make-up. Then there were hints on showing clothes off to best advantage – ‘wearing a jacket off your shoulders, that sort of thing’. And finally, another taste of the outwardly more buttoned-up 1950s, there was the etiquette of taking off and putting on clothes quickly, discreetly and demurely.
As Pat Larthe had spotted, nature had given Bronwen a spectacular walk. The lessons may have given it a little more polish, but it remained highly individual and one of her most devastating assets, something that was to make critics, designers and men sit up and take notice of her. Eugenia Shepherd, fashion doyenne of the New York Herald Tribune, later described her as that ‘husky, Welsh mannequin’ who ‘drags a coat down a runway as if she had just killed it and were taking it to her mate’.
The same openness that had made her a quick learner when Margaret Braund had fashioned St Joan out of a gawky schoolgirl at Dr Williams’ helped her to digest Larthe’s lessons in double-quick time. Despite her progress, at the end of the week Bronwen still found the agent adamant that she would not take her on. Her squint and her height
