Experience the Art of J.C. Leyendecker at the Haggin Museum in Stockton, California

When it comes to American artistry and traditions, you may not be able to pinpoint exactly where they originate from. Why is a collared shirt and suit the standard for an elegantly dressed man? Why are flowers the go-to gift for your mother on Mother’s Day? Why is a baby a symbol for New Year’s Day? In some cases, you may think of Norman Rockwell as the artist behind true Americana art. And while Rockwell is worthy of his fame, that status wouldn’t exist had it not been for the artist who heavily influenced him. The true artist behind the American symbols and traditions we still use today.

A perfectionist whose talents made advertising elegant and whose images impacted American society. An artist whose legacy is celebrated today at Stockton’s own Haggin Museum as we celebrate the 150th anniversary of his birth. That artist is none other than J.C. Leyendecker.

Joseph Christian Leyendecker was born in Montebaur, Germany on March 23, 1874. When he was eight, the family made the move to the United States and immigrated to Chicago. When he was a teen, Leyendecker apprenticed at the printing and engraving company J. Manz & Co., where he made his way up to staff artist. While there, he attended night classes at the Art Institute of Chicago where he learned drawing and anatomy under John Vanderpool.

From 1895-1897, he studied in Paris at the Académie Julian, learning the methods of the new ornamental style of art called the Art Nouveau. What he learned in Paris he brought back with him to Chicago. For a good two years, Leyendecker created numerous illustrative works for a wide range of publications, including the Powers Brothers Company, covers and interior illustrations for The Interior magazine, the Northern Pacific Railroad, Woman’s Home Companion, Carter’s Monthly, and a host of other publications and organizations. His big break came with his first commission on May 20, 1899, where he illustrated the cover of the Saturday Evening Post. Leyendecker would go on to spend the next 44 years creating 322 covers for the Saturday Evening Post, including iconic images like the New Years’ Baby, the pudgy depiction of Santa Claus, Mother’s Day flowers, and firecrackers on the 4th of July.

Leyendecker’s unique style stood out amongst his fellow illustrators. He brought an exquisite rendering of the human anatomy, especially in the male physique. A sleek and stylish appearance that caught the eye immediately. He achieved this while painting his models by using oil on their bodies and adding the light from a nearby burning candle to enhance every feature of their physique. The attention to detail was seen in every sharp jaw line and curvature of a hand’s every finger. This mastery of the male anatomy earned him his next big commission, creating the Arrow Collar Man figure for Arrow Collars & Shirts for Cluett Peabody & Company. A commission that earned him another lengthy business relationship as well as introduced him to Charles A. Beach, his favorite model who would be the standard male figure of the “Arrow Collar Man”—and with whom he would have a romantic relationship for the rest of his life.

In operation for nearly a century, the genesis of what would be the Haggin Museum was in 1928, when Stockton native Robert McKee and his wife Eila Haggin McKee offered $30,000 to the San Joaquin Pioneer & Historical Society to help them develop an educational facility for the study of history. With the stipulation of naming the location after Eila’s father and featuring the family’s historic art galleries, the Haggin officially opened its doors in 1931.

Stockton’s legendary hidden gem is home to numerous masterpieces, beautiful sculptures, and endless historic artifacts. From classical paintings to the indigenous history of California to hands-on exhibits, the Haggin houses the works of many famous artists and provides deeply educational events and exhibits that keep our history—both nationally and locally— alive.

While Leyendecker and Beach lived freely and successfully throughout the “roaring ‘20s,” especially with their Gatsby-esque parties at the family mansion, the Great Depression ushered in a “return to normality” that targeted those who dared to live differently. Fearing any attacks as many others like them had faced, Leyendecker and Beach became more reclusive, keeping to themselves and shying away from public eye. Whether it was due to decreased popularity or his relationship with Beach is up for debate, but Leyendecker was soon dropped from the Saturday Evening Post and Arrow, his two longest business relationships. While his star was fading, Leyendecker’s protégé Norman Rockwell’s star was on the rise. His more “normal” approach to Americana—although directly influenced by the art and style of Leyendecker—was more in favor with middle America than Leyendecker’s elegance.

On July 25, 1951, J.C. Leyendecker, in the arms of Charles Beach, died of a heart attack. When reported in the papers, Beach’s relationship with Leyendecker was dwindled down to that of secretary and assistant. Their love was swept under a rug and the memory of Leyendecker was nearly extinguished.

When Leyendecker died, his entire estate and all his works were divided between Beach and Leyendecker’s sister, Augusta May. Leyendecker had asked that all his paintings and sketches be burned, but Beach did not go through with it. He sold his possessions to spots like the New York Society of Illustrators, the New York Public Library, and the Metropolitan Museum of Art. Shortly after his death, Haggin Museum director Earl Rowland reached out to Leyendecker's sister, and the two developed a friendship over the years. Upon her death in 1957, she too had refrained from destroying his works and instead willed all the pieces in her possession to the Haggin Museum.

In 2017, the Haggin Museum unveiled its stunning Leyendecker exhibit. A permanent fixture within the museum, it beautifully displays his magazine covers, posters, and advertisements for future generations to experience his masterful brushwork. In honor of the 150th anniversary of his birth, the Haggin Museum held a special event on March 9th, 2024—where families took part in creating their own 3-D pieces showcasing Leyendecker’s skill of drawing and painting hands—as well as an official 150th celebration event on March 23.

In recent years, Leyendecker’s legacy and artistry has risen from the shadows and is being given the respect and admiration it once had and should continue to garner. From new articles detailing his skills to documentaries focusing on the man himself, Leyendecker is being recognized as the unique master of his craft that he was. Leyendecker’s imagery is solely responsible for cultivating American society and creating the traditions we practice today. It is why we think of flowers for Mother’s Day. It is why we think of a jolly, pudgy Ol’ Saint Nick during the Holidays. It is why we set off firecrackers to celebrate Independence Day. It is his flawless design of a well-dressed man in a collared shirt that continues to influence men’s fashion to this day. This elegance and mastery of a craft hangs on the walls of Stockton's Haggin Museum, proudly displayed and to be experienced by today's generation and generations to come.

Moreover, his relationship with Charles Beach is a testament to the strength of love without barriers. The loving commitment between Leyendecker and Beach—one that was formed during a carefree time only to find itself surviving during an era of closemindedness and misplaced morality—is an inspiration to today’s LGBTQ community as they fight to live free in the face of bigotry.

This is J.C. Leyendecker. The artist who influenced America with the flick of a brush. A superb talent and pioneer whose greatness can be experienced and studied right here in Stockton.