Fleur Fenton Cowles

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Florence Cowles (Freidman)

Also Known As: "Fleur Fenton"
Birthplace: New York City, New York, United States
Death: June 05, 2009 (101)
Sussex, England, United Kingdom
Immediate Family:

Ex-wife of Gardner "Mike" Cowles, Jr.
Mother of Lois Harrison; Private and Private

Managed by: Private User
Last Updated:
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Immediate Family

About Fleur Fenton Cowles


Fleur Fenton Cowles (January 20, 1908 – June 5, 2009) was an American writer, editor and artist best known as the creative force behind the short-lived Flair magazine.


Fleur Fenton was born Florence Freidman in New York City (although she often claimed to have been born in Montclair, New Jersey). Her parents were Morris Freidman, a novelty salesman, and his wife, Lena. Her siblings adopted the surname Freeman later in life: Dr. Paul William Freeman, a dentist (1906—1966), and Mildred Freeman Goetze.

Fleur Cowles' first husband was Bertram Klapper, a manufacturer of wood shoe heels. They later divorced. Her second husband was Atherton "Pett" Pettingell Jr. (1901—1971), an advertising executive who was a grandnephew of Samuel M. Pettingell, who founded one of the first advertising agencies in America in 1850. They married prior to 1937 and divorced in 1946.

Her third husband was Gardner Cowles Jr. (1903—1982), an heir to the Cowles Media Company, which at one time owned the Des Moines Register and the Minneapolis Star Tribune. Known as Mike, Cowles was the publisher of his family's Look magazine. They married in 1946 and divorced in 1955. She kept his surname professionally.

In November 1955, she married her fourth and last husband, Tom Montague Meyer (CBE), a timber executive. The Meyers lived for a number of years in London and Sussex, as well as Spain.


In the early and mid 1930s, she wrote a weekly column for The New York World-Telegram. In 1937, she became co-founder and executive vice president of the advertising agency Pettingell & Fenton Inc, which later became known as Hartman & Pettingell Inc, then again as Pettingell & Fenton, and finally as Dorland International-Pettingell Fenton Inc.

She founded it with her second husband, Atherton Pettingell, a former executive vice president of Blacker Advertising. Among its clients were A. S. Beck, the shoe concern, Helena Rubenstein, the cosmetics company, and Cohama Fabrics. She resigned from the firm in 1946.

Describing herself as "rough, uncut, [and] vigorous" as her trademark Russian emerald ring, she told Time, "I've worked hard, and I've made a fortune, and I did it in a man's world, but always, ruthlessly, and with a kind of cruel insistence, I have tried to keep feminine". In 1950 she was lampooned by the writer S. J. Perelman in The New Yorker as glamorous editor "Hyacinth Beddoes Laffoon".

In 1947, she became an associate editor at Look magazine, and a year later, an associate editor at Quick magazine. She resigned her position at Look in November 1955 upon her separation from Gardner Cowles and moved to Europe, where she served as the magazine's foreign editorial consultant. Before founding Flair, Cowles was a special consultant to the Famine Emergency Committee in Washington, D.C.

Cowles founded Flair magazine in 1950, and it folded a year later. The magazine, which Time described at its launch as "a fancy bouillabaisse of Vogue, Town & Country, Holiday, etc.," was celebrated not only because of its design and editorial production by European art director Federico Pallavicini (né Federico von Berzeviczy-Pallavicini) but also because of its lavish production. It was the resulting cost of production that killed the magazine, since the expensive special costs (for cover cut-outs for some issues, for example) could not be supported in the long run. This magazine is now sought after by collectors and sells for significant amounts on eBay. Contributors included Saul Steinberg, Salvador Dalí (The Gypsy Angels Of Spain), and many writers and artists who subsequently became well known. The first issue featured Auden, Cocteau, Lucian Freud, Tennessee Williams, Angus Wilson, and many others as contributors.

In later decades, Cowles served on various government committees and represented Dwight D. Eisenhower at the coronation of Elizabeth II. She was a member of the Founding Council of the Rothermere American Institute at Oxford University. In 1996 the book The Best of Flair collected much of the material from the magazine she founded. Her paintings from the books Tiger Flower and Lion and Blue are to be made into three-dimensional computer-animated films.

Fleur Cowles' painting "Desert Journey" was reproduced as the cover of the 1968 Donovan album Donovan In Concert.


As Fleur Fenton Pettingell and Fleur Cowles Meyer, she worked as a painter and illustrator. She also designed tapestries, accessories, and china for Denby Ltd.


Fleur Fenton Cowles died on June 5, 2009 at a nursing home in Sussex, England, aged 101.


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Fleur Fenton Cowles's Timeline

January 20, 1908
New York City, New York, United States
June 5, 2009
Age 101
Sussex, England, United Kingdom