12 February 2010 - 17:36When (and Where) the Sun Tan was Invented
Until the nineteenth century most poor people worked outdoors and were tanned and thus the rich wished to be pale. In ancient Greece and Rome affluent women whitened their faces with white lead paint (with deadly consequences). The fashion for pale skin continued among European elites until the early twentieth century, arguably one of the most long-lived fashions of all time. So why after two thousand years should this change? The most important reason may be that Europe had become highly urbanized and now so many of the poor were pale and pasty-faced from spending long hours working in factories. Being pale was no longer a sign of status. Furthermore, the connection between exposure to the sun and vitamin D had been discovered and so doctors urged people to “take” sun in order to avoid diseases such as rickets. For the first time, elites were provided with both social and medical reasons to be in out in the sun.
Among the first sunbathers were middle-class Scandinavian and German naturists. They believed that the sun was good for the health and were seduced by the old romantic image of “the Noble Savage,” a semi-naked person who was close to nature and uncorrupted by the artificiality of modern social life. To be deeply tanned symbolized a romantic sensibility, whereas before the sun was thought to “coarsen the sensibilities”.
But northern European sun worshipers were a fringe group. Had they remained the sole spokespersons for sunbathing, it might never have caught on. Instead, the true origins of sunbathing lie at the end of the First World War – tied not so much in the cult of nature as in the cult of celebrity!
In 1919, the French tennis champion, Suzanne Lenglen caused a sensation by playing in short sleeves and hatless, revealing her deep tan. Diva that she was, she always wore a white ermine coat for her warm-ups before matches as it looked great with her tan.
[A tanned Suzanne Lenglen wearing her trademark bandana at Wimbledon , although, It is unlikely she got her tan there!]
But while Lenglen might have been the first celebrity to sport a tan, it was Coco Chanel who made it the “must-have” fashion accessory. One summer day in 1923 she stunned and enchanted French society by stepping off the Duke of Westminster’s yacht looking as “brown as a berry”.
[Coco Chanel on the beach 1930]
As Chanel was already a fashion icon by this time, fashionable people on the Riviera began to follow her lead. Her friend Prince Jean-Louis de Faucigny-Lucinge later remarked “I think she may have invented sunbathing. At that time she invented everything!” While painters, invalids, and aristocrats from Paris and northern European countries had been coming to the Riviera since the late nineteenth century for the winter season, it was only in the mid-1920s that the fashionable international set , including Americans, began to come in summer. And they came for the sun! The rich and the bored were joined on the beaches and the swimming pools of their villas by artists like Picasso, who loved the sun nearly as much as he loved other men’s wives,
F. Scott Fitzgerald whose Tender is the Night pays homage to tanned American bodies on the Cote d’Azure, and the photographer Jacques-Henri Lartigue, who perhaps more than anyone captures this place and time in history when the tan was invented.
The above photograph shows Lartigue on the Riviera with his muse Renee Perle, his light-colored clothing chosen to accentuate his tan.
One of his most famous photographs is a portrait of Perle looking deeply tanned. I believe that this is a particularly important photograph, as it marks an entirely new vision of beauty for white European women, one that is dark-skinned.

[Josephine Baker]
And surely there is a connection between this new desire on the part of white women to look dark-skinned and the celebration in France at that time of Josephine Baker as a sex symbol.
Arguably the most iconic image in the history of the tan is Lartigue’s picture of the 1930s “It-girl” Chou Valton lolling on the Plage de la Garoupe in Cap d’Antibes in 1932.
She lies casually winding up her gramophone, a tray of drinks beside her, no doubt waiting for other “beautiful people” to join her. Her shorts are slightly lifted, enhancing the erotic tension, while revealing how deeply tanned she is.
And so, we can trace the sun tan to a certain time and place, and yet, there are reasons why this momentous change in fashion should have taken place when and where it did. The history of sun bathing is interesting and important, not only because it marks the sudden end of a two thousand year old tradition of paleness as an aesthetic ideal, but also because it ushered in the rise of the beach resort, and perhaps even a slight blurring of the idea of racial difference in skin color.
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