Who is Woman cover illustrator Lovat?

Woman magazine from Odhams just three-and-a-half months before the outbreak of World War 2 with an illustration by 'Lovat'

Woman magazine from Odhams just three-and-a-half months before the outbreak of World War 2 with an illustration by ‘Lovat’

A classic cover here for a pre-war Woman magazine from Odhams – and, unusually for this title, the cover artists has signed the image, ‘Lovat’ (15 April 1939).

I immediately thought of Claud Lovat Fraser, who did illustrations for books and the theatre, but he died in 1921.

Woman had only launched in 1937, setting out to rival George Newnes’ Woman’s Own with its own colour gravure presses. At this time, Woman stuck to illustrated covers while Woman’s Own had used photography from its launch in 1932. The early Woman’s Own covers used a second or third spot colour but it ran photographic covers printed gravure that used spot colours in a very sophisticated way to given the impression of full-colour from as early was 1935. Ahead of the Woman launch, in early 1937 it started printing photographic colours in full colour.

Both magazines were printed in Watford, Herts, Odhams having built an Art Deco press hall there in 1937 after Sun Engraving had turned down a takeover. Sun was Britain’s biggest printer and Woman’s Own was one of its customers, along with Vogue and Picture Post to name but two. The Odhams plant is still there, though a big chunk of the site was sold off for an Asda store 25 years ago. Of the Sun plant, nothing is left but a clock!

So who was this Lovat? Any ideas?

Advertisements

Tags: , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: