Gus Peterson

Gösta "Gus" Peterson (born 1923) is a Swedish fashion photographer whose work has appeared in several publications including The New York Times, Esquire, and Harper's Bazaar.

Peterson was born in in 1923 and grew up in Örebro, before returning to Stockholm where he studied to become an illustrator. He went to work in an advertising agency in Stockholm. A relative invited him to come to the US and in 1948 he moved to New York, where he got a job as illustrator at the department store Lord & Taylor.

When he left Sweden he was given a Rolleiflex camera as a leaving present from the Gumelius advertising agency where he was working. Self-taught, he honed his skills as a photographer practicing street photography on the streets of New York. In 1954 he met his future wife Patricia, who at the time was fashion editor of The New York Times, at a cocktail party in Westhampton. He caught her eye as he was wearing khaki pants and watering flowers at the party. He married her the same year. Peterson credits her with helping him jumpstart his career as a photographer.

In the 1950s he took on several assignments from magazines, picking up the nickname Yes for his willingness to take on assignments. After his wife became vice president at Henri Bendel, the latter company changed its advertising from illustrations to half-page advertorials using his photographs. Working for Henri Bendel he produced a new set of photographs weekly: doing the session on Thursday, with the photographs ready the following day and published in the Sunday edition of The New York Times a couple of days later. This helped cement his reputation as a fashion photographer.

From the 1950s to 1980s his work was featured in and on the cover of several magazines, including GQ, Mademoiselle, Town & Country, and L'Officiel, amongst others. Despite his reputation as a fashion photographer, he never worked for Vogue; he turned them down as they insisted on choosing the models.

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