Else Ernestine Neulander-Simon, known simply by her professional pseudonym, Yva, was a pioneering female photographer of the Weimar Republic. She set up her first studio in 1925 and briefly collaborated with the experimental photographer Heinz Hajek-Halke (see Dreams of Desire 54 (Written on the Body) before a copyright dispute led them to part ways. Initially focused on nude, portrait and fashion photography, Yva was one of the first photographers to fully realise the commercial application of the field to advertising. Her Berlin atelier was one of the most successful of its days and employed 10 assistants by the time Hitler came to power.
Yva and her husband Alfred Simon, who managed the financial affair of the studio, were both Jewish and considered for some time whether to emigrate from Germany, especially when she was forced to ‘Aryanize’ the business in 1936 (a law had come into effect that forbade Jews from owning businesses, necessitating the transfer of the company to her friend, the art historian Charlotte Weider). There was the possibility of a fresh start as Life magazine had informed her that a job was waiting for her when she came to America. However Alfred was unwilling to start over again in a country where they didn’t even speak the language and thought maybe the situation in Germany would improve. Things certainly didn’t and the business was closed for good by 1938. Yva went to work as a radiographer in the Jewish Hospital in Berlin until 1942 when she was arrested, along with her husband, by the Gestapo and deported to Majdanek concentration camp where they were murdered shortly after.
As an interesting aside one of Yva’s apprentice’s from 1936 to 1938 was a young Jewish boy named Helmut Neustädter, who after escaping Germany would later change his name to Helmut Newton, creator of some of the most iconic fashion photography and celebrity portraits of the twentieth century.