Born 1928 in Rome, Italian fashion photographer Johnny Moncada began with advertising photography and takes a definite path after meeting Joan Whelan, in 1954, an American model for Hubert de Givenchy who had just arrived in Rome to show Emilio Pucci clothes. They became inseparable and were married in 1956.
The photos of Johnny Moncada, a synthesis between art and fashion, capture the spirit of their time with great elegance and style. He worked with famous models of his time, Denise Sarrault from Paris, the legendary Veruschka, Barbara Bach, the wife of Ringo Starr, Ali MacGraw, the actress and wife of Steve McQueen, Jean Shrimpton, and the famous Italian models such as Isa Stoppi, Mirella Petteni and Iris Bianchi.
Moncada publishes with Linea Italiana, Harper’s Bazaar UK, New York Times Magazine, The Tatler, Grazia, Novità, and others. He also works in advertisement for Vespa- Piaggio and Alitalia airlines. His studio became an important center for artists such as Gastone Novelli and Cy Twombly, and designers like Valentino, Mila Schön, Pino Lancetti, Irene Galitzine, Rocco Barocco, Sorelle Fontana, and many others.
Moncada works in Paris, London and New York City and travels worldwide for Alitalia. He closed his studio in 1970 and opened HG advertising agency in 1973, after having worked as creative advisor for Pgbs advertising. He died in 2011 at the age of 83.
These fabulous photos are part of his work that Johnny Moncada took Veruschka in Italy in 1963 and 1964.
(Photo © Johnny Moncada)
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