Baldwin’s essay begins with a withering description of the television ads he is forced to endure while watching the news — ads that aim to sanitize, brighten, straighten, tame and tweak the skin, hair, teeth and bodies of viewers into an impossible standard of perfection that positions the enemy to be, well, nature itself.
The portraits in “Nothing Personal” present a stark yet authentic counterpoint to the American image of eternal youth and anodyne good cheer. The book’s most resonant chords hover at a frequency detected in the balance of Avedon’s austere minimalism and Baldwin’s mournful jeremiad.
Only one portrait in “Nothing Personal” bears a date: “Maj. Claude Eatherly, Pilot at Hiroshima, August 6, 1945.” It refers not to when the photograph was made but to when Major Eatherly flew weather reconnaissance over Hiroshima and then gave the O.K. to drop the first atomic bomb, code-named “Little Boy.” Avedon first contacted Eatherly to photograph him in early 1963. “For a long, long time I have felt a connection with you, as have my wife and many of my friends,” Avedon wrote to him in Galveston, Tex., “because what happened to you is almost like a metaphor of what many Americans feel has happened to them.” Avedon flew to Galveston to make his tightly cropped portrait of Eatherly, brow furrowed and hand cupped over his eye as if to scrutinize the distant horizon.
Credit Richard Avedon
In a series of museum talks, Colin Westerbeck, the eminent photography historian, argued that Major Eatherly is the central portrait in “Nothing Personal,” perhaps even in Avedon’s entire career. He pointed out the absence of shadow and the blown-out background in Avedon’s portraiture that left “every wrinkle, stubble, wen and nervous tick” on his subjects faces strikingly visible. “When that bank of strobes went off in Avedon’s studio — pfoom! — subjects must have felt as if they’d been caught in an atomic bomb blast,” Mr. Westerbeck said.
That “bomb blast” became the signature style with which Avedon went on to create many series of photographs, including “The Family,” 69 portraits of the most powerful and influential Americans in 1976, published in Rolling Stone for the country’s bicentennial. His 1985 book, “In the American West,” consists of portraits of anonymous workers, drifters, cowboys and random citizens made throughout the Western United States over five years, a contrast to the pantheon of accomplishment and celebrity that characterized most of Avedon’s portraiture.
In conceiving “Nothing Personal,” Avedon might have had in mind a dialogue with “The Americans,” by Robert Frank, published five years earlier — an artist’s book that struck a sober note about the story America told itself versus the realities of daily life for its citizens. At the time, “The Americans” was little known outside of New York art circles, but the book had a profound influence on photographers — including Avedon — and on the direction of photography itself. While Mr. Frank had traveled across the country to capture happened-upon moments in ordinary life, Avedon’s idiom was the portrait, with which he was equally intent on telling a deeper truth about America. Implicit in Avedon’s version was the persistent threat to our existence, something the Cuban missile crisis had brought that much closer two years before “Nothing Personal” was published. At the time, Avedon considered the portraits in the book to be “some of my very best work.”
Credit Richard Avedon
Yet, to his surprise and chagrin, the public reaction was swift and hostile. Writing in The New York Review of Books, Robert Brustein lashed out at the book’s extravagant “snow-white covers with sterling silver titles” before excoriating the effort in his critique. (It predated by six years Tom Wolfe’s incendiary 1970 essay, “Radical Chic: That Party at Lenny’s,” in New York magazine — a savage takedown of New York’s intellectual circle of “limousine liberals” as conspicuous hypocrites.) “‘Nothing Personal’ pretends to be a ruthless indictment of contemporary America,” Brustein wrote, “but the people likely to buy this extravagant volume are the subscribers to fashion magazines, while the moralistic authors of the work are themselves pretty fashionable, affluent, and chic.”
Truman Capote came to Avedon’s defense in a letter to the editors published the following month: “Would he rather it was printed on paper-toweling?” Capote asked. “Brustein accuses Avedon of distorting reality. But can one say what is reality in art? — ‘An artist,’ to repeat Picasso, ‘paints not what he sees, but what he thinks about what he sees.’ This applies to photography — provided the photographer is an artist, and Avedon is.”
The year before “Nothing Personal” was published, Avedon had traveled to the South to photograph leaders of the civil rights movement, among them Martin Luther King Jr., as well as those who staunchly opposed it, such as Gov. George Wallace, of Alabama. When he returned to New York, he opened his studio to photographers from the Student Nonviolent Coordinating Committee (S.N.C.C.) to train them to shoot rallies and sit-ins in a photojournalistic style that the mainstream press would publish. He convinced Marty Forscher, the owner of Professional Camera Repair Service, to donate 75 cameras and a supply of film to the S.N.C.C. for three years. In 1965, Visual Arts Gallery, where Avedon was a board member, mounted a show of S.N.C.C. photographers’ work.
Credit Richard Avedon
At DeWitt Clinton High School in the Bronx, Avedon, who was Jewish, and Baldwin, who was African-American, were editors of “The Magpie,” the school’s literary magazine. They conceived a project with text and photographs called “Harlem Doorways” that never fully got off the ground. In later years, Avedon recounted the time as students when Baldwin came to visit him at home on East 86th Street, and the doorman made him use the service elevator. Avedon’s mother was furious and summoned the doorman upstairs to apologize to young Baldwin for the insult.
Can Avedon’s illustrious image coexist with evidence of his social conscience? It is found throughout his work and in the causes he championed, both publicly and privately. In 1955, he photographed Marian Anderson, who was performing in Verdi’s “Un Ballo in Maschera,” the first African-American soloist to sing on the stage of the Metropolitan Opera. In the portrait, her mouth is rounded into an oval so expressive that you can almost hear her voice — an unusual feat of visual onomatopoeia. The portrait ran in Harper’s Bazaar and Avedon considered its publication his own small stand against racial discrimination.
In 1959, when Avedon first photographed China Machado, a Chinese-born, Portuguese-American fashion model — encouraged by Diana Vreeland, the fashion editor of Bazaar — the magazine’s publisher said: “Listen, we can’t publish these pictures. The girl is not white.” Avedon was so angry that he threatened to leave Bazaar. The pictures were published.