“When Beggars Ride” by John LaGatta

In 1930, the Post was chock-full of fiction, illustrated by the finest artists of the period. This sophisticated drawing is from a six-part serial called “When Beggars Ride” by George Agnew Chamberlain.

At a young age, John LaGatta (1894-1977) came to the United States from Naples, Italy. Looking at his slinky ladies, it is difficult to believe his early art (while still a teen) in advertising often depicted working life, such as men in overalls. LaGatta went to Cleveland and joined the art studios there. He soon discovered that his true skill and passion involved painting glamour and beauty.

“Milk and Honey” by John LaGatta

Thomas Beer’s fiction piece, “Milk and Honey,” ran in March of 1933 and boasted this gorgeous illustration. One is put in mind of F. Scott Fitzgerald characters in LaGatta’s illustrations: everyone is stylish and urbane. And sensual. One website describes it well: he had an uncanny ability to make “clothed women look like they were wearing virtually nothing.”

“The Wall” by John LaGatta

“Juliette standing there, tall and slim and smiling, inspecting herself. And all the time, as the clock on the mantel ticked on, her span of life growing shorter,” reads the caption from the 1938 serial “The Wall.” The story was by Mary Roberts Rinehart, a very popular writer of the era.

Just how in demand the artist was is demonstrated by this quote from another big writer of the time, Clarence Budington Kelland: “John LaGatta is a Long Island neighbor of mine who is so busy drawing pictures that I have to break into his studio to see him. He is darn near perfect, or will be as soon as he discovers how dandy it is to waste time.” The chances of that happening were slim, as LaGatta’s work was found all in or on virtually all major periodicals, such as Life and Cosmopolitan, not to mention his ad work for major clients such as Kellogg’s, Ivory Soap and Johnson & Johnson. The artist with a passion for beauty was one busy man.

“Women in Riding Habits” by John LaGatta

This 1934 cover is typical of the over twenty Post covers LaGatta did: long, lean ladies in colorful garb. His art was a window into a world of cool elegance most readers would not otherwise be aware of.

“Ballroom Dancing” by John LaGatta

From 1937, this gorgeous cover fits in with today’s resurgence of ballroom dancing.

In a “Keeping Posted” piece in an issue from 1938, author Kelland further dishes about his fellow Post contributor, the artist. “Mr. LaGatta…is addicted to tea and cinnamon toast at about five o’clock, afternoons, and he does not believe authors are good for anything but to furnish raw material for illustrators to illustrate.” Post editors mused that if LaGatta wanted to get revenge “for this across-the-fence interview he can draw a picture” of his neighbor “in either a bathing suit or a picture hat. We won’t promise to print it.”

“Cat Pin” by John LaGatta

Stunning color palette. This 1941 cover is the last one La Gatta did for The Saturday Evening Post. The netting from the lady’s hat is entangled with her cat pin.

As the war years came upon America in the 1940s, the need for romantic illustration waned. Tired of the rigors of New York life, LaGatta moved to California. Although he continued his advertising regimen, he began to extend his interest to portrait commissions and teaching. In 1956, LaGatta was invited to join the faculty of the Art Center School. For nearly 21 years, he inspired the next generation of illustrators to hone their talent. He was known as a strict taskmaster from “the old school” but those that put in the effort were not sorry. He taught and worked until his death in 1977.

Sweating Man Reading Thermometer – Robert Robinson – July 9, 1910

A turn-of-the-century artist named Robert Robinson did many Post covers, a number of them featuring delightful old codgers like Mr. Sweltering here. The notice board from the Weather Bureau he’s reading says it’s going to be a “hot Thursday,” and he is a believer. Robinson is one of those artists we are unable to find information on, so if you have info on him, do share!

Swimming in Fountain – E. M. Jackson – July 24, 1926

You probably wouldn’t get away with it today, but in the roaring twenties, cooling down in a public fountain was a cover idea for artist E. M. Jackson. It’s no swimming pool, but it sure looks refreshing. We’re not responsible for those of you who choose this method of seeking relief from the heat (not that we’d blame you).

Three Bathing Beauties – John LaGatta – July 8, 1933

A wonderful artist named John LaGatta did over twenty Saturday Evening Post covers, usually of willowy, elegant ladies. These bathing beauties grace a July 1933 cover. You can view John LaGatta covers (and those of many Post artists) at curtispublishing.com.

Joys of Summer – Norman Rockwell – July 13, 1940

This doesn’t strike me as a typical Norman Rockwell cover, but it is a typical July dilemma – how to get the ice cream where it needs to go before it melts! Okay, which umbrella is sis under?

Billboard Painters – Stevan Dohanos – July 13, 1957

The billboard of polar bears and icebergs looks nice and cool, but the temperature is still 95 degrees for these hard-working painters. Too bad the air conditioner is just a painting and they can’t turn it on. Dohanos must have loved irony: In February of 1948, he did a Post cover of a billboard painter standing in the snow, trying vainly to warm up over a makeshift fire. The billboard? A tropical vacation advertisement with a lady in a swimsuit.

Unwelcome Pool Guests – Thornton Utz – July 22, 1961

Ah, a nice, peaceful Sunday morning breakfast by the pool with my newspaper. Until Uncle Obnoxious and his station wagon full of kids (I count eight!) invade the scene. Artist Thornton Utz did about forty-five covers for the Post, and this is a prime example of a guy we can identify with. Maybe tomorrow morning at work will be peaceful…