July 28 marks the 107th anniversary of the birth of a woman whose name is known all over the world, all thanks to the famous fashion magazine Burda moden. Ring a bell?
Aenne Burda.
Anne Burda, an idle German housewife, helped ordinary women with modest incomes look elegant and stylish. She made herself and invited everyone to try the same: the magazine was accompanied by quality patterns for women to sew their own clothes.
Aenne Burda and her husband.
The magazine was appreciated for the availability and accuracy of the patterns, which could easily be transferred to the fabric. Burda modern opened up a large space for independent creativity: using the ideas of a fashion magazine that women could modify.
Aenne Magdalena Lemminger was born in a German provincial town in 1909. She married the owner of the printing shops Franz Burdu and gave birth to three children. By Western standards, the family's income was modest, although she could afford to hire a nanny and a housekeeper. She spent 25 years being a housewive and taking care of the children. Perhaps it would have lasted longer, if not for one case which abruptly changed her life.
At 40, Aenne found out that her husband had been cheating with his secretary for a long time and that she had child. On top of all her husband gave his mistress one of the printing shops and the fashion magazine Effi Moden. But with the help of a lawyer Aenne took the magazine from her husband's mistress and became the head of it. At that time, magazine did not bring income and was not popular. The new concept was quite simple: comfortable and elegant outfits, quality patterns, recipes and tips for improving the home. The magazine was designed for ordinary women with an average income level. Aenne did not blindly followed fashion trends, she was searching for her own style.
Aenne Burda.
The first issue was published in 1950. In the postwar period, women in Germany dreamed of inexpensive, comfortable to wear and beautiful clothes, and already in the first six months the magazine circulation grew from 100 thousand to 500 thousand copies. Aenne wisely forgave her husband, who later became a junior partner in her business, and the magazine received a family name. What's interesting Aenne herself was not fond of sewing, nor of other women's hobbies . She only loved to cook.
Aenne Burda attended Paris and Milan fashion shows, and then adapted new ideas for her magazine. Until the age of 87, she ran the business on her own, and after her mother's death in 2005, her younger son Hubert inherited the fashion empire.
The hometown of Aenne - Offenburg - is called jokingly by Burdapesht, and one of its streets received its name. Today the magazine does not enjoy the same incredible popularity as it did in the 20th century, but continues to exist.
