Nobody had to tell J.C. Leyendecker that sex sells. Before the conservative backlash of the mid-20th century, the American public celebrated his images of sleek muscle-men, whose glistening homo-eroticism adorned endless magazine covers. Yet Leyendecker’s name is almost forgotten, whitewashed over by Norman Rockwell’s legacy of tame, small-town Americana.
Rockwell was just an 11-year old kid when Leyendecker created the legendary “Arrow Collar Man” in 1905, used to advertise the clothing company’s miraculous detachable collars. One of America’s first recognizable sex symbols, this icon of masculinity was defined by his poise and perfection, whether on the sports field or at the dinner table. Like the Gibson Girl, the Arrow Collar Man developed a singular identity, equal parts jock and dandy, who supposedly received more fan letters than silent film heartthrob Rudolph Valentino. To top things off, Leyendecker’s men were often modeled after his lover and lifetime companion, Charles Beach, making their secret romance a front-page feature across the U.S.
Born in 1874, Joseph Christian Leyendecker emigrated with his family from Germany to Chicago in 1882 and soon began apprenticing with illustrators. After a brief stint studying art in Paris, Leyendecker returned to Chicago, where he established relationships with renowned magazines like “Collier’s” and “The Saturday Evening Post,” for whom he would ultimately design 322 covers. (To view more Leyendecker images, see our slideshow.)
While Leyendecker was also known for his depictions of apple-cheeked children and elegant women, it was his stern, brooding men who created the greatest impact. With their strong jaws and perfectly tailored clothes, Leyendecker’s men were featured in the pages of newspapers and magazines across the globe, selling everything from luxury automobiles to socks. Leyendecker’s fictional world of affluence and beauty influenced other pop-culture touchstones, like the fantastic setting of F. Scott Fitzgerald’s “The Great Gatsby.”
As fashions changed and the U.S. entered World War II, Leyendecker’s career slumped, curbing his extravagant lifestyle. After his death of a heart attack in 1951, Leyendecker left few assets for his partner, Charles Beach, and many of his original paintings were sold at a rummage sale for $75 each. Alfredo Villanueva-Collado, a former literature professor at the City University of New York and established collector of Bohemian art glass, filled us in on his J.C. Leyendecker collection and the fascinating story behind this oft-neglected male image maker.
Collectors Weekly: How did you first discover J.C. Leyendecker?
Villanueva-Collado: My partner was a graphic artist, and when we first arrived to the U.S. we were really into the Arts and Crafts movement. But, of course, his thing was graphics, and when we started researching, we found out there was life before Norman Rockwell. And then we found out what kind of life, and we went, “What? Leyendecker’s gay? No, it can’t be.” It freaked me out, and I’ve never been in the closet.