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Yva (26 January 1900 – disappeared June 1942?; officially declared dead on 31 December 1944) was the professional pseudonym of Else Ernestine Neuländer-Simon who was a German Jewish photographer renowned for her dreamlike, multiple exposed images. She became a leading photographer in Berlin during the Weimar Republic.
Key Information
When the Nazi Party came to power, she was forced into working as a radiographer. She was deported by the Gestapo in 1942 and murdered, probably in the Majdanek concentration camp during World War II.
Early life
[edit]Else Ernestine Neuländer was born on 26 January 1900 in Berlin as the youngest child of a Jewish merchant and a milliner.[1] Her father died when she was twelve and her mother supported the nine siblings with her hatmaking.[2] Neuländer probably was a student at the Lettehaus of Berlin, and completed her schooling and a six-month internship to learn her craft.[2][3]
Career
[edit]In 1925, Neuländer established her own photographic studio using the professional pseudonym Yva[4] in a favorable location, near the avenue of Kurfürstendamm.[5] In 1926, she had a brief collaboration with the painter and photographer Heinz Hajek-Halke, but due to a copyright dispute, they severed their partnership.[4] Her brother, Ernst Neuländer, was a co-owner of the modeling salon Kuhnen and he hired her to shoot his models. She was able to publish ten photographs in Die Dame in 1927, which served as a breakthrough to the top fashion magazines of the day.[6] She embraced the modernist approach using technical composition and avant-garde imagery, both capturing the sexual revolution of the period and emphasizing the female form in ungendered ways, which allowed her flexibility as an artist.[7] Her decision to enter the field was itself a challenge to the accepted norm of the day, which saw men as artists and women as their passive models.[8]

By 1927, Yva had become known for specializing in fashion, nudes, and portraiture, but increasingly she recognized the commercial aspects[4] for photography and was one of the first professionals who worked in advertising.[9] One such ad was a campaign done for "Amor Skin" which used multiple exposures of the film, to create dreamlike, surrealist images.[10] Within a short time, she had establish a reputation for her innovative imagery and became a contributor to magazines, photographic journals and periodicals[4] including Berliner Illustrirte Zeitung, Die Dame, the fashion magazine Elegant Welt, and Gebrauchsgraphik. She also participated in international exhibitions, including the 1929 "Film und Foto" exhibit in Stuttgart,[2] the 1930 Das Lichtbild exhibit held in Munich,[7] the 1932 First International Biennial of Photographic Art (Italian: Biennale Internazionale d'Arte Fotografica) held in Rome and then in 1933, she participated in both the annual international Parisian salon of nude photography La Beauté de la femme and the London Royal Photographic Society′s "The Modern Spirit in Photography" exhibition.[2]
Yva was represented by Schostal Photo Agency (Agentur Schostal)[11] From 1929 Yva's photographic "stories" appeared in the Ullstein Verlag′s Uhu Magazine.[7] She had been contracted to produce 27 montages, but only 20 appeared before the magazine was forced to close.[2][4] The photo strips told in action sequence the story of young women arriving from the provinces to the Berlin metropolis to seek their fortunes and represent a technical step between static pictures and motion picture films. In 1933, even though the Nazi Party began shutting down Jewish owned businesses and published her name on a list of undesirables, Yva decided to expand her business. In part, the ambiguity of the Nazi policies,[9] her assimilation into the non-Jewish community,[7] and her employment of ten[2] assistants who were not Jewish, led Yva to a false sense of safety. She did not experience anti-Semitism from her advertising and fashion clients,[9] and first moved to a larger studio on Bleibtreustraße before relocating again the following year to Schlüterstraße,[2] shortly after her marriage. In 1934, she married Alfred Simon,[1] who gave up his own career to manage the business aspects of Yva's firm.[5]
Yva hired a young assistant, Helmut Neustädter in 1936, who would later become the well-known fashion photographer Helmut Newton. That same year, she Aryanized her firm and transferred ownership to her friend, the art historian Charlotte Weidler, to enable the business to continue operations. Yva made plans to emigrate, after receiving an offer of employment from Life to work in New York City.[2] Her husband convinced her to abandon the plan and remain in Germany, hoping that things would improve,[9] because he could not envision starting over in a new place in which he didn't even speak the language.[2] Simon had guessed wrong, as in 1938 Yva was banned from practicing photography by a new series of regulations[9] and forced to close her studio. She worked as an assistant in the radiography department of the Jewish Hospital of Berlin until 1942.[7] Some efforts were made in 1942 for the couple to leave Germany, as after their arrest 34 crates of their belongings, most full of her photographic furnishings, were identified at the Hamburg port. Twenty-one of the crates were destroyed in a bombing and the other 13 were auctioned to offset the costs of their storage.[12]
Else and Alfred Simon were arrested by the Gestapo on 1 June 1942 and on 13 June were sent via "15 Osttransport" to the extermination camps. Their transport was supposed to go to the Sobibór extermination camp, but on the way the train was moved to a side track at Lublin, Poland and 1030 prisoners were selected to go on to Sobibór. The remaining prisoners (how many remains unclear) were sent to the Majdanek concentration camp. No transport lists for this deportation have clarified the whereabouts of the couple, though the Jewish Registry at Yad Vashem shows Alfred Simon was murdered at Majdanek. No record of Yva's death has surfaced. It is probable that both of them were murdered upon arrival at a camp, probably in 1942. Else Ernestine Neuländer was officially declared dead on 31 December 1944 and Stolpersteine were placed outside her last home at Schlüterstraße 45 on 29 November 2005.[12]
Legacy
[edit]In 2001, a retrospective of Yva's work was featured at the Hidden Museum (German: Das Verborgenes Museum) in Charlottenburg.[13] The following year, her photographs were featured in an exhibit at the Stadtmuseum Berlin.[5] In 2002, Yva: Photographies 1925–1938, a biography and evaluation of her work and contributions to photography was written by Marion Beckers and Elisabeth Moortgat and published in German and English by Wasmuth Publishing.[14]
Photo gallery
[edit]-
Female semi-nude 1920s
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Charleston 1926-1927
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Legs 1927-1928
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The Japanese dancer Takebayashi 1929
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Ramona in the little flying machine 1929
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Bathing Suit Model Schenk ca. 1930
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Fashion Model Jantzen ca. 1932
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Lady reading newspaper ca. 1932
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Untitled (Smoking) ca. 1932
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Danse ca. 1933
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Karin Stilke modeling for Yva
References
[edit]Citations
[edit]- ^ a b Ferlet 2009.
- ^ a b c d e f g h i Marzola 2006.
- ^ Meskimmon & West 1995, p. 71.
- ^ a b c d e Schönfeld & Finnan 2006, p. 121.
- ^ a b c Stocker 2001.
- ^ Greenspoon 2013, pp. 106–107.
- ^ a b c d e Greenspoon 2013, p. 107.
- ^ Schönfeld & Finnan 2006, p. 120.
- ^ a b c d e Schönfeld & Finnan 2006, p. 122.
- ^ Jewish Museum Berlin 2003.
- ^ Rebecca Madamba (2008) The Schostal Agency: A Finding Aid for the Schostal Agency Collection at the Art Gallery of Ontario. Thesis of the Honours Bachelors of Arts, Studies in Arts and Culture, Concentration in Curatorial Studies, Brock University.
- ^ a b Petersen 2012.
- ^ Komander 2004.
- ^ Schönfeld & Finnan 2006, p. 135.
Bibliography
[edit]- Ferlet, Brigitte (2009). "Yva". Berlin die Hauptstadt (in German). Berlin, Germany. Retrieved 30 April 2016.
- Greenspoon, Leonard J. (2013). Fashioning Jews: Clothing, Culture, and Commerce. Studies in Jewish Civilization. Vol. 24. West Lafayette, Indiana: Purdue University Press. ISBN 978-1-55753-657-0.
- Komander, Gerhild HM (November 2004). "Yva". Geschichte Berlins (in German). Berlin. Archived from the original on 5 March 2016. Retrieved 30 April 2016.
- Marzola, Maria Cristina (2006). "Else Ernestine Neuländer-Simon". Enciclopedia delle donne (in Italian). Retrieved 30 April 2016.
- Meskimmon, Marsha; West, Shearer (1995). Visions of the "Neue Frau": Women and the Visual Arts in Weimar Germany. Leicester, England: Scolar Press. ISBN 978-1-85928-157-4.
- Petersen, Sönke (6 April 2012). "Stolpersteine Schlüterstr. 45". Bezirksamt Charlottenburg-Wilmersdorf von Berlin (in German). Berlin, Germany: Berlin Stadtportal. Archived from the original on 24 December 2015. Retrieved 30 April 2016.
- Schönfeld, Christiane; Finnan, Carmel (2006). Practicing Modernity: Female Creativity in the Weimar Republic. Wiesbaden, Germany: Königshausen & Neumann. ISBN 978-3-8260-3241-7.
- Stocker, Lisa (9 November 2001). "Newton trug ihren Namen in die Welt hinaus: Yva". Die Welt (in German). Berlin, Germany. Retrieved 30 April 2016.
- ""Amor Skin" – A Vintage Print by the Photographer Yva". Berlin, Germany: Jewish Museum Berlin. 2003. Archived from the original on 15 May 2012. Retrieved 30 April 2016.
Early Life and Education
Family Background and Childhood
Else Ernestine Neuländer, who later adopted the professional pseudonym Yva upon her marriage to Hans Simon, was born on 26 January 1900 in Berlin, Germany, into a Jewish family of modest to middle-class means.[6] She was the youngest of nine siblings, growing up in a household that reflected the urban Jewish community's economic and cultural milieu of the era.[7][8] Her father's death in 1912, when Neuländer was twelve years old, marked a pivotal hardship for the family, as he had been the primary provider.[7][6] Her mother subsequently sustained the household—including all nine children—through her trade as a milliner, taking in boarders and producing hats to make ends meet amid the economic strains of pre-World War I Berlin.[7][3] This period of financial precarity and maternal resilience likely influenced Neuländer's early exposure to entrepreneurial self-reliance, though specific details of her personal experiences or education during childhood remain sparsely documented in primary accounts.[6]Training in Photography
Else Ernestine Neuländer, who later adopted the professional pseudonym Yva, pursued formal training in photography at the Lette-Verein in Berlin, an institution established in 1866 to provide vocational education in arts and crafts specifically for women.[1][9] The Lette-Verein offered courses in applied photography, emphasizing technical skills such as darkroom processing, composition, and commercial applications, which aligned with the era's growing demand for skilled female practitioners in the field.[1] Neuländer likely completed her studies there in the early 1920s, building foundational expertise that distinguished her from self-taught contemporaries. To augment her academic preparation, Neuländer undertook a brief internship at a Berlin film studio, focusing on lighting techniques essential for both cinematic and still photography.[1][9] This hands-on experience, spanning several months, exposed her to artificial illumination methods and set dynamics, skills that would later inform her innovative use of light in fashion and portrait work.[1] Such practical training was uncommon for women at the time, reflecting Neuländer's proactive approach to mastering the medium amid limited opportunities. These educational efforts equipped Neuländer with the technical proficiency to enter Berlin's competitive photography scene by 1925, though primary records of her exact curriculum or mentors at the Lette-Verein remain sparse, relying on accounts from contemporaries and institutional histories.[10] Her training emphasized precision and innovation over artistic abstraction, prioritizing empirical techniques derived from chemical processes and optical principles rather than prevailing avant-garde ideologies.[1]Professional Development
Apprenticeships and Early Commissions
Following her formal training at Berlin's Lette-Verein, a vocational school for women that provided instruction in photography and related crafts, Else Neuländer-Simon pursued practical experience through a short internship at a Berlin film studio in the early 1920s.[7] There, she honed lighting techniques critical to commercial and artistic photography, bridging her academic foundation with hands-on application in a dynamic media environment.[1] This phase represented her initial apprenticeship-like immersion beyond classroom settings, emphasizing technical proficiency over creative autonomy. In 1925, Neuländer-Simon, adopting the professional pseudonym Yva, secured her first notable commission through a collaboration with experimental photographer Heinz Hajek-Halke.[6] Together, they produced fotoplastik works—manipulated images employing multiple exposures and surreal compositions—that explored the boundaries between photography and graphic art.[11] This partnership yielded innovative pieces but dissolved acrimoniously in 1926 amid a legal dispute, with Hajek-Halke claiming authorship rights over Yva's self-portrait, highlighting tensions in crediting collaborative experimental output.[11] Despite the brevity, the venture provided Yva with early exposure to avant-garde methods and commercial viability in Berlin's burgeoning photographic scene. These formative engagements, absent broader independent commissions at the outset, underscored Yva's rapid adaptation of apprenticeship-acquired skills to professional demands, foreshadowing her specialization in fashion and advertising.[6] By late 1927, the fruits of this period materialized in her debut solo exhibition at the Neumann-Nierendorf Gallery, where fotoplastik samples drew critical attention for their technical daring.[6]Establishment of Atelier Yva
In 1925, Else Ernestine Neuländer-Simon, adopting the professional pseudonym Yva—derived from the final syllable of her surname—established her independent photography studio, Atelier Yva, in Berlin.[2][11] The studio's initial location was at Bleibtreu Straße 17 in the Kreuzberg district, utilizing space in her brother's former apartment, which allowed her to launch operations with limited initial capital following her photographic training and apprenticeships.[12] This founding coincided with her marriage to Alfred Simon, a craftsman, marking a pivotal transition from collaborative or assistant roles to entrepreneurial independence amid Berlin's burgeoning commercial photography market during the Weimar Republic.[2] Atelier Yva rapidly positioned itself in a competitive field by focusing on high-demand areas such as fashion, portraiture, and advertising photography, leveraging the city's status as a European fashion hub near Kurfürstendamm's commercial avenues.[11] Yva's strategic choice of a central urban base facilitated access to clientele from magazines like Berliner Illustrirte Zeitung, where her work soon appeared, contributing to early financial viability despite the economic instability of the mid-1920s hyperinflation aftermath.[1] The studio employed innovative techniques from her prior experience, such as multiple exposures, to differentiate offerings, attracting models and advertisers seeking modern, dynamic imagery over traditional portraiture.[2] By 1927, Atelier Yva had expanded operations, reflecting successful establishment through consistent commissions and a growing reputation for technical precision and artistic flair, though it remained vulnerable to broader market fluctuations and later political pressures.[1] This phase solidified Yva's role as a self-sustaining proprietor, training future talents and publishing over 150 images in periodicals, underscoring the studio's foundational contributions to Berlin's avant-garde photographic ecosystem.[1]Career in Weimar Berlin
Fashion and Portrait Photography
Yva gained prominence in fashion photography during the Weimar era by blending avant-garde experimentation with commercial appeal, producing images that highlighted feminine form through dynamic compositions and stark black-and-white contrasts. Her work frequently appeared in high-circulation magazines, including Die Dame starting in 1927, Der Uhu from 1929, and Berliner Illustrierte Zeitung, which featured over 150 of her photographs.[1] She opened her Berlin studio in 1925, focusing on fashion shoots that captured the era's modernist sensibilities, such as elongated limbs and geometric patterns in garments.[2] Notable fashion series included "Charleston" (1926-1927), depicting dancers in exuberant poses reflective of the 1920s social dance trend, and "Women’s Legs" (1927), an abstracted study emphasizing legs as a symbol of modernity and mobility.[1] Promotional works like "Amor Skin" (ca. 1925-1930) for Opoterapia skin cream employed multiple exposures—up to seven layers—to create surreal, dreamlike effects, merging product elements with ethereal female figures to evoke rejuvenation.[5] These techniques elevated advertising photography beyond mere cataloging, influencing German avant-garde visuals while serving commercial clients in the burgeoning fashion industry.[5] In portrait photography, Yva specialized in capturing elite subjects with a poised yet innovative style, often using soft lighting and subtle distortions to convey personality amid formality. A key example is her 1930 portrait of Princess Alexandrine of Prussia, which presented the royal in elegant repose, integrating Weimar-era aesthetics with aristocratic tradition.[13] Her portraits extended to models and cultural figures, such as the Japanese dancer Takebayashi in 1929, documenting expressive dance movements that bridged fashion's performative aspects with personal likeness.[1] This dual expertise in fashion and portraits solidified her studio's reputation, attracting trainees like Helmut Newton from 1936 to 1938 and culminating in solo exhibitions, such as at Galerie Neumann-Nierendorf in 1927.[1]

