Reorganization of the Johnny Moncada Photographic Archive

Project location: ITALY, Rome, Reggio Emilia, Florence, Milan, Perugia, London
Project start date: September 2012 - Project end date: September 2013
Project number: 2012-058
Beneficiary: Associazione Culturale Valentina Moncada


The Associazione culturale Valentina Moncada started working on the Johnny Moncada Archive in September 2012 and is moving forward with great excitement and fast pace. They have finalized the 'Veruschka' shots, located 3,250 negatives, cleaning them and scanning them. They have also located all the Barbara Bach and Ali McGraw shots for Alitalia, 820 negatives. All the negatives were dated, cleaned and scanned.

In total the Associazione has c. 4, 500 negatives scanned and archived and 550 have complete captions for the data base.

Veruschka is publishing her biography in Russia and she has asked for 5 photos of Johnny Moncada. The Association's work is already finding a response in the editorial work.

They are now faced with the remaining negatives and will proceed by scanning two shots per photoshoot. There are circa 100, 000 in the archive so this is the beginning of a new step. They will proceed with the cleaning and scanning this selection. This will take a couple of months. Then Emanuele Condò will travel to all locations mentioned in the project to go through signed photos of Johnny Moncada and retrieve the information for the data base. The Association is contacting all living models and couturiers and will interview them. These tapes will be included in the archive.

The following months will be dedicated in finalizing the archive, bringing together all the information gathered. Circa 100 most significant negatives will be printed, this will become the portfolio for future exhibitions.



From January 2013 to April 2013


The Johnny Moncada Archive is coming into shape after much research and work.

The digital acquisition of the Veruschka, Alitalia, AliMcGraw and Barbara Bach shoots have been completed. The entire archive, including all the images relating to ‘Linea Italiana' where Johnny Moncada was very active from 1965 to 1970 have been studied and acquired digitally. These are unavailable in libraries both in Italy and abroad but have been found on ebay and bought. This has been a substantial contribution to the Archive as 73 shots have been now dated and described, each shot has circa 50 negatives for a total of circa 3, 000 added archived negatives.

Furthermore, Emanuele Condo' has travelled to Milan to consult the Biblioteca della Moda di Milano; in London he consulted the Library of the Victoria and Albert Museum for 'Harper's Bazaar' and 'Queen Magazines'. In Rome, at the Archivio dell'Istituto di Moda Roma he was able to work on 'Grazia', 'Amica' and 'Novità'. He has found many publication and archived a 22 photos, including the Veruschka shots found in Harpers UK. Representing circa another 1, 000 archived negatives. These archived negatives are now cleaned, restored, digitalized and have complete captions thanks to research.

The association also discovered many new shoots whose negatives have gone lost, thus the archive has grown and the work of Johnny Moncada become more complete. Negatives that have never been published have also been located. Interviews have been recorded with Mirella Petteni, Alberta Tiburzi, and Iris Bianchi, which will enrich the documentation. This important work will enable the association to create publications, exhibitions and information for fashion archives.

At this point, to complete the research and work, the association still needs to visit: Luisa Spagnoli, Perugia; Archivio Fabiani, Sploeto; Max Mara, Reggio Emilia, Pucci, Firenze. In Paris, they will complete the research with french magazines, 'Vogue' and 'Harper's Bazaar' which published twice a year a section 'from Italy'.


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