Cheating and dress: how Enne Burda created a fashion empire because of her husband's infidelity
Before in Burda Moden magazine appeared in the Soviet Union, almost all our women were sure that really fashionable clothes were not for them. It's only there, in the West, slender beauties can change dresses like gloves. Everything is bad with fashion.
Enne Magdalena Lemminger was her birth name. From early childhood, Enne knew that she would never, never be like her mother! Wordless, quiet, submissive Frau devoted her whole life to her family, lived for her husband and three children, not remembering her own desires and needs.
Young Enne protested such self-sacrifice: how can you not respect yourself so much? She loved her mother, but still the father evoked much warmer feelings in the girl: she respected him, and not only loved him, she was a real "daddy's daughter".
However, the beginning of her independent adult life in many ways resembled the life of her mother. And what if women didn't have much choice at that time?
Enne Magdalena Lemminger and Franz Burda
A convent school, followed by one-year commercial courses— was all that Enne could afford at that time. The girl got a job at a local power plant. The cashier.
And one day the electricity bill was brought by a nice young man. As it turned out, Franz Burda was the owner of a small printing house. A pretty, well-mannered girl won his heart, she liked him too... In short, in the summer of 1931, Enne became his wife.
And for 20 years she was "stuck" among pots and diapers, becoming an exemplary wife and mother. She gave birth to three children, waited for her husband from work…
And Franz... he failed to appreciate his wife's efforts. He got himself a mistress - practically a second family. And lost everything.
The story happened banal: an affair with a secretary. But the novel turned out to be very long, the woman even gave birth to a child from the boss. For a long time, the connection was kept secret. But one day Enne found out about everything.
It's hard to start a new life when you're over forty. And yet she did it. First of all, she hired good lawyers and selected a magazine and a printing house, which Franz gave to his mistress. The magazine literally lived out its last days — it did not bring any profit. But Enne said to herself: "I want to!".
Apparently, resentment and anger at the unfaithful husband turned out to be very strong. Her life has become very similar to her mother's life - dull and boring.
Enne couldn't sew. She had never tried publishing magazines before. But she had a good idea of what she wanted. To become successful and independent is one time. And helping women look beautiful and fashionable is two.
She plunged headlong into a new business for herself. I was looking for dressmakers myself and controlled how they work. I hired photographers and chose the best models and the best pictures. I came up with the design of a fashion magazine, met a couturier, studied publishing…
And all these titanic efforts, all this hard labor was not in vain. The first issue of Burda moden magazine, published in 1950, was sold out instantly! The Germans appreciated the novelty: now they could dress beautifully without much expense, using high-quality patterns and showing imagination.
It should be taken into account that the post-war period was quite difficult for Germany. There was a political split in the country, the government changed, shortages raged, store shelves were empty, and I wanted to dress so beautifully. Enna managed to capture this moment and occupy an important niche. Starting with a circulation of 100 thousand, after 2 years her magazine was published with a circulation of 500 thousand copies, each issue was sold out at lightning speed.
Inspired by success, Enne began to feel differently. Not a deceived unhappy wife— but a businesswoman, a successful entrepreneur. Having generously forgiven her husband, she allowed him to stay in the family, setting the only condition: to get his mistress and child out of town.
But that wasn't the main thing for her now. She was completely captured by a new interesting and profitable business. Enne continued to work tirelessly, forgetting about the rest. If any similar publications appeared on the horizon, she immediately outbid them so that no one dared to violate her uniqueness.
Is it difficult? Yes. But Enne, apparently, all her life subconsciously dreamed of just such a thing. It was necessary to spend the energy and determination given to her by nature somewhere!
The Soviet Union first saw the "Burda" in 1987. Perestroika was in full swing, the shops were shining with empty shelves, and women took these magazines as a gift from heaven. Now everyone could make a stylish outfit for themselves in a couple of days and look like a queen.
However, by that time all over the world, "Burda" had become no longer a publication for those who could not afford expensive clothes and had to sew themselves, but a magazine for the creative elite. For those who were more interested in wearing clothes created by their own hands.
Enne Burda held the reins of government in her hands for a long time, remaining the editor-in-chief of her magazine until the 1990s. Then the elderly but very elegant Frau finally allowed herself to rest — and began to travel. In every country she was accepted as a queen, and everywhere she conquered others with a sense of style.
Enne lived a long life, passing away at the age of 96. And today her example inspires women who do not agree to be just an "attachment" to a man. Everyone can achieve success — Frau Enne proved this.
Keywords: Business | Biography | Magazine | Treason | Empire | Dress