Mexico needed to create an image show the world, Eleanor helped to make it happen
Mexico needed to create an image show the world, Eleanor helped to make it happen
Miguel Alemán hires Eleanor Lambert to promote Acapulco's tourism. Miss Lambert mentioned the idea of visiting the beach to her clients; celebrities, architects and the Mexican socialite were captivated.
Miguel Alemán, Mexico's first non-military president (1946-1652), sought to lay the groundwork for industrialization. He focused on promoting foreign investment by private companies. International firms, such as General Motors, became interested in Mexico and promoted the production of automobiles and household appliances for the new Mexican middle class. At the end of his term, he was appointed President of the National Tourism Council. His proposal was to promote tourism to create an image of Mexico for the world.
General Motor's factory building refrigirators in Mexico. Photo shared by curator Ana Elena Mallet.
Source: Department of Tourism and Mexican Tourism Association.
By 1930, North American tourists were spending approximately 770 million dollars per year in tourism outside their territory. Another factor in their favor was transportation. Although commercial aviation already existed, the most common means of transportation used by American tourists was the automobile, making Mexico a potential destination in terms of time and distance. November 11, 1927 is an important date in Acapulco's history. The highway from Taxco to the port was inaugurated, a link that would allow communication with Mexico City. If in 1927 there were around eight hotels in Acapulco, by the end of the 1940s there were approximately 64; an average of two hotels per year.
In turn, the lodging establishments evolved according to the needs and fashions of the time: they were transformed from Inn's, guesthouses and Inn's into hotels, furnished and bungalows, and spaces were adapted for trailer parks or mobile home camps. In terms of architectural style, the transition was from neocolonial to art deco and then to functionalist, since Acapulco was the best example of Mexico's entry into modernity.
Frank Sinatra in Acapulco. Photo shared by curator Ana Elena Mallet.
The paparazzi began to take pictures of celebrities in Acapulco, making it the center of glamour. It becomes the international jet-set. The mastermind behind it, Eleanor Lambert. This comes with a whole series of fashion and image that is promoted by the government, seeking to boost at the same time, Mexican designers who had transnational reach. Enrique de Satillon, who took Acapulco beach as his setting. In contrast, Ramón Valdio, took his designs to destinations such as New York. All these events, documented thanks to Salvador Novo. He had a column where he recounted the events of the time.
Tourists in Acapulco. Photos shared by curator Ana Elena Mallet.
Tourists in Acapulco. Photo shared by curator Ana Elena allet.
Photo shared by curator Ana Elena Mallet.
Henri de Châtillon, pioneer designer of fashion in Mexico, takes as setting the beach of Acapulco. His creations were revealing for Mexico because of his creativity and the French savoir faire he demonstrated in his designs.
Photo shared by curator Ana Elena Mallet.
During the Kennedy couple's visit to Mexico City in June 1962, Jackie recalled in perfect Spanish, during the dinner offered to President Adolfo Lopez Mateos at the U.S. Embassy: "This is the second time we visit this wonderful country and enjoy its culture and its people. The first time was in 1953, during our honeymoon in Acapulco."
Photo shared by curator Ana Elena Mallet.
In contrast, Ramón Valdiosera took his designs to destinations such as New York. He is also known for being the father of Mexican fashion, a comic genius and the creator of the Mexican rose.
All these events were documented thanks to Salvador Novo, who had a column in which he recounted the events of the time.
Photo shared by curator Ana Elena Mallet.
Connection with Frank Lloyd Wright
Arango Marbisa House, by American architect John Lautner, built one of his most important works in Acapulco. In 1933, he joined Taliesin as an apprentice to Frank Lloyd Wright, where he remained until 1939. Lautner affirms that thanks to Wright that he learned a discipline of physical work, of valuing democracy and the virtues of individualism. Elements that have been fundamental in his definitions and attitudes towards architecture and life.
Little do they know that there was a woman, a Mexican socialite from Veracruz, who came to dominate the fashion world in New York during the 1950s and for almost two more decades. Thanks to this fiery passion for fashion, Gloria captured the attention of the industry, leading many to call her "The most elegant woman in the world". Her name appeared on the best dressed list as early as 1959, the first Mexican woman to appear there.
Also, in 1972, Gloria Guiness and her husband, Loel, joined the socialite who wanted a house in Acapulco. They wanted to build a large house in that city and had asked Luis Barragan to take charge of the project. The famed architect's busy schedule led him to turn down the proposal. Guinness knew Marco Aldaco, a young architect from Guadalajara. He invited him to draw sketches. Subsequently, he was invited to build his beach house.