Lester Gaba
Encyclopedia
Lester Gaba was an American sculptor, writer and retail display designer.
. His parents owned a general store, but Gaba took no interest in the shop. He spent most of the time on his own, drawing. At the age of 10, he participated at a soap sculpture contest organised by Procter & Gamble
. He did not win it, but participating to it definitely changed his life. He decided he would become a proficient soap sculptor. He went to art school in Chicago, where he spent a lot of time in Lake View, where Chicago's homosexual population congregated.
He found his first job at Balaban & Katz theater corporation
, where he made posters. Since the art director of the company was entranced by the soap figurines Gaba made, they were readily used for magazine covers and the like. Advertising agencies seized on the technique and soon Gaba's soap carvings were adorning magazine covers as well as being marketed as a children's soap.
that was created for Saks Fifth Avenue
. Cynthia was a 100-pound model who had realistic imperfections like freckles, pigeon toes, and even different sized feet. Gaba posed with Cynthia around New York City for a Life Magazine shoot that humorously demonstrates how lifelike the mannequins had become. Cartier
and Tiffany
sent her jewelry, Lilly Daché
designed hats for her, and couturiers sent her their latest fashions, furrieries sent minks. Soon a whole host of ‘Gaba Girls’ were to follow.
The Gaba Girls were life-sized, carved-soap mannequins modeled after well-known New York debutantess for the windows of Best & Co.
They reduced the weight of a New York store mannequin from 200 to around 30 pounds, and with the Gaba Girls and their realistic successors’ appeal, mannequins became a hot new tool for sellers to attract their clientele.
During his first years in New York, Gaba had a passionate relationship with Vincente Minnelli
. Within the contextual boundaries of the era, they were a couple, and remained a couple for several years, cautious when need be, and flamboyant when allowed. When Minnelli left for Hollywood, Gaba seems to have remained aloof, and unencumbered for the remainder of his life.
In 1935, Gaba wrote a book on the technique of Soap Carving called "Soap Carving, Cinderella
of sculpture".
Meanwhile, Cynthia's fame grew and grew. She was given a credit card from Saks Fifth Avenue. Cynthia had a box seat subscription to the Metropolitan Opera House
. Cynthia made the cover of Life Magazine. Cynthia had her own newspaper column, and a successful radio show. Cynthia went to Hollywood to appear in Artist And Models Abroad with Jack Benny
, in 1938. Cynthia got tons of fan mail. Cynthia was photographed by Alfred Eisenstaedt
. Cynthia went to the Broadhurst Theater in New York, to see the notorious play 'Madame Bovary
', in 1939. Gaba insisted that Cynthia had laryngitis
, to account for her lack of speech. Gaba, reminded pesky writers that Cynthia was a lady, and therefore a good listener. But the beautiful Cynthia met her demise when she slipped from a chair in a beauty salon, and shattered into a thousand pieces! The press reported her death, and Gaba appeared distraught, but since Cynthia’s mold was very much intact, she was to live again.
Gaba in addition to his soap sculptures and mannequin designs became an accomplished jeweler designer. His work for Coro Jewelry consisted of higher end costume and was very “Americana
”.
titled "Lester Gaba Looks at Display" in which he gave his observations about the ever-changing window displays at stores in the city.
In December 1942, Gaba was inducted into the army. Cynthia retired, and it wasn't until 1953 that she came back to the public in a TV show. But the magic was over, and Cynthia was soon to be stored in a cupboard for good.
In the 40's and 50's, Gaba began staging fashion shows for the Coty Awards, the March of Dimes
, and fashion trade groups. The stagings were elaborate and theatrical, often involving marionettes or props such as the Hope diamond
and the Star of the East.
In retirement, Gaba was asked to teach at the Laboratory Institute of Merchandising, now LIM College
. He became a noted academic on Visual Merchandising, and taught for several years.
Gaba wrote the seminal text "The Art Of Visual Display" in 1952, one of the first serious books on the topic in the marketplace.
He died of cancer of the colon at Beekman Downtown Hospital. He was 80 years old and lived in Manhattan.
Early life
Born in Hannibal, MissouriHannibal, Missouri
Hannibal is a city in Marion and Ralls counties in the U.S. state of Missouri. Hannibal is located at the intersection of Interstate 72 and U.S. Routes 24, 36 and 61, approximately northwest of St. Louis. According to the 2010 U.S. Census the population was 17,606...
. His parents owned a general store, but Gaba took no interest in the shop. He spent most of the time on his own, drawing. At the age of 10, he participated at a soap sculpture contest organised by Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
. He did not win it, but participating to it definitely changed his life. He decided he would become a proficient soap sculptor. He went to art school in Chicago, where he spent a lot of time in Lake View, where Chicago's homosexual population congregated.
He found his first job at Balaban & Katz theater corporation
Balaban and Katz
The first incarnation of the Balaban and Katz Theatre corporation appeared in 1916 in Chicago by A. J. Balaban, Barney Balaban, Sam Katz, and Morris Katz. It held its first meeting as a Delaware corporation on January 21, 1925. Famous Players-Lasky Corporation bought a controlling interest in...
, where he made posters. Since the art director of the company was entranced by the soap figurines Gaba made, they were readily used for magazine covers and the like. Advertising agencies seized on the technique and soon Gaba's soap carvings were adorning magazine covers as well as being marketed as a children's soap.
New York career
By 1932 Gaba had moved to New York, where he designed a lifelike mannequin known as CynthiaCynthia (Gaba girl)
Cynthia was a plaster mannequin of the 1930s created by Lester Gaba.- History :In 1932 the artist Lester Gaba created a mannequin known as Cynthia for Saks Fifth Avenue. Cynthia was a 100-pound model who had realistic imperfections like freckles, pigeon toes, and even different sized feet...
that was created for Saks Fifth Avenue
Saks Fifth Avenue
Saks Fifth Avenue is a luxury American specialty store owned and operated by Saks Fifth Avenue Enterprises , a subsidiary of Saks Incorporated. It competes in the high-end specialty store market in the Upper East Side of Manhattan, i.e. 'the 3 B's' Bergdorf, Barneys, Bloomingdale's and Lord & Taylor...
. Cynthia was a 100-pound model who had realistic imperfections like freckles, pigeon toes, and even different sized feet. Gaba posed with Cynthia around New York City for a Life Magazine shoot that humorously demonstrates how lifelike the mannequins had become. Cartier
Cartier SA
Cartier S.A., commonly known as Cartier , is a French luxury jeweler and watch manufacturer. The corporation carries the name of the Cartier family of jewellers whose control ended in 1964 and who were known for numerous pieces including the "Bestiary" , the diamond necklace created for Bhupinder...
and Tiffany
Charles Lewis Tiffany
Charles Lewis Tiffany founded Tiffany & Co. in New York City in 1837. A leader in the American jewelry trade in the nineteenth century, he was known for his jewelry expertise, created the country's first retail catalog, and, in 1851, he introduced the English standard of sterling silver.His son,...
sent her jewelry, Lilly Daché
Lilly Daché
Lilly Daché was a French milliner and fashion designer.She was born in Bègles, Gironde, France, and began her fashion career there at the age of 15 as a milliner, apprenticed under Caroline Reboux and Suzanne Talbot. Although she is said to have emigrated to the United States in 1924, the 1930 U.S...
designed hats for her, and couturiers sent her their latest fashions, furrieries sent minks. Soon a whole host of ‘Gaba Girls’ were to follow.
The Gaba Girls were life-sized, carved-soap mannequins modeled after well-known New York debutantess for the windows of Best & Co.
Best & Co.
Best & Co. was a children's clothing retailer based in Greenwich, Connecticut. It reestablished the name of the New York City-based Best & Co. clothing chain that operated from 1879 to 1971.-History:...
They reduced the weight of a New York store mannequin from 200 to around 30 pounds, and with the Gaba Girls and their realistic successors’ appeal, mannequins became a hot new tool for sellers to attract their clientele.
During his first years in New York, Gaba had a passionate relationship with Vincente Minnelli
Vincente Minnelli
Vincente Minnelli was an American stage director and film director, famous for directing such classic movie musicals as Meet Me in St. Louis, The Band Wagon, and An American in Paris. In addition to having directed some of the most famous and well-remembered musicals of his time, Minnelli made...
. Within the contextual boundaries of the era, they were a couple, and remained a couple for several years, cautious when need be, and flamboyant when allowed. When Minnelli left for Hollywood, Gaba seems to have remained aloof, and unencumbered for the remainder of his life.
In 1935, Gaba wrote a book on the technique of Soap Carving called "Soap Carving, Cinderella
Cinderella
"Cinderella; or, The Little Glass Slipper" is a folk tale embodying a myth-element of unjust oppression/triumphant reward. Thousands of variants are known throughout the world. The title character is a young woman living in unfortunate circumstances that are suddenly changed to remarkable fortune...
of sculpture".
Meanwhile, Cynthia's fame grew and grew. She was given a credit card from Saks Fifth Avenue. Cynthia had a box seat subscription to the Metropolitan Opera House
Metropolitan Opera House (39th St)
The Metropolitan Opera House was an opera house located at 1411 Broadway in New York City. Opened in 1883 and demolished in 1967, it was the first home of the Metropolitan Opera Company.-History:...
. Cynthia made the cover of Life Magazine. Cynthia had her own newspaper column, and a successful radio show. Cynthia went to Hollywood to appear in Artist And Models Abroad with Jack Benny
Jack Benny
Jack Benny was an American comedian, vaudevillian, and actor for radio, television, and film...
, in 1938. Cynthia got tons of fan mail. Cynthia was photographed by Alfred Eisenstaedt
Alfred Eisenstaedt
Alfred Eisenstaedt was a German-American photographer and photojournalist. He is renowned for his candid photographs, frequently made using various models of a 35mm Leica rangefinder camera...
. Cynthia went to the Broadhurst Theater in New York, to see the notorious play 'Madame Bovary
Madame Bovary
Madame Bovary is Gustave Flaubert's first published novel and is considered his masterpiece. The story focuses on a doctor's wife, Emma Bovary, who has adulterous affairs and lives beyond her means in order to escape the banalities and emptiness of provincial life...
', in 1939. Gaba insisted that Cynthia had laryngitis
Laryngitis
Laryngitis is an inflammation of the larynx. It causes hoarse voice or the complete loss of the voice because of irritation to the vocal folds . Dysphonia is the medical term for a vocal disorder, of which laryngitis is one cause....
, to account for her lack of speech. Gaba, reminded pesky writers that Cynthia was a lady, and therefore a good listener. But the beautiful Cynthia met her demise when she slipped from a chair in a beauty salon, and shattered into a thousand pieces! The press reported her death, and Gaba appeared distraught, but since Cynthia’s mold was very much intact, she was to live again.
Gaba in addition to his soap sculptures and mannequin designs became an accomplished jeweler designer. His work for Coro Jewelry consisted of higher end costume and was very “Americana
Americana
Americana refers to artifacts, or a collection of artifacts, related to the history, geography, folklore and cultural heritage of the United States. Many kinds of material fall within the definition of Americana: paintings, prints and drawings; license plates or entire vehicles, household objects,...
”.
After the war
From 1941 to 1967, Mr. Gaba contributed a weekly column to Women's Wear DailyWomen's Wear Daily
Women's Wear Daily is a fashion-industry trade journal sometimes called "the bible of fashion." WWD delivers information and intelligence on changing trends and breaking news in the fashion, beauty and retail industries with a readership composed largely of retailers, designers, manufacturers,...
titled "Lester Gaba Looks at Display" in which he gave his observations about the ever-changing window displays at stores in the city.
In December 1942, Gaba was inducted into the army. Cynthia retired, and it wasn't until 1953 that she came back to the public in a TV show. But the magic was over, and Cynthia was soon to be stored in a cupboard for good.
In the 40's and 50's, Gaba began staging fashion shows for the Coty Awards, the March of Dimes
March of Dimes
The March of Dimes Foundation is a United States nonprofit organization that works to improve the health of mothers and babies.-Organization:...
, and fashion trade groups. The stagings were elaborate and theatrical, often involving marionettes or props such as the Hope diamond
Hope Diamond
The Hope Diamond, also known as "Le bleu de France" or "Le Bijou du Roi", is a large, , deep-blue diamond, now housed in the Smithsonian Natural History Museum in Washington, D.C. It is blue to the naked eye because of trace amounts of boron within its crystal structure, but exhibits red...
and the Star of the East.
In retirement, Gaba was asked to teach at the Laboratory Institute of Merchandising, now LIM College
Laboratory Institute of Merchandising
LIM College is a private for-profit coeducational undergraduate and graduate educational institution focused on the business aspects of the fashion industry. It is located in Midtown Manhattan, and was founded in 1939 by Maxwell F...
. He became a noted academic on Visual Merchandising, and taught for several years.
Gaba wrote the seminal text "The Art Of Visual Display" in 1952, one of the first serious books on the topic in the marketplace.
He died of cancer of the colon at Beekman Downtown Hospital. He was 80 years old and lived in Manhattan.
External links
- "Gabbing over Gaba". by Leeander Scott
- "Soap Carving, Cinderella of sculpture" by Lester Gaba
- "Lester Gaba: From Soap to Mannequins" by Janet Mabie