AMSTERDAM.- Foam celebrates the 100th anniversary of the birth of renowned Dutch photographer Paul Huf with a retrospective, Golden Years. Huf emerged as a leading figure in the fields of advertising, fashion, and portrait photography during the 1950s, and was innovative with his use of colour. Notably, Paul Huf played a crucial role in the establishment of Foam Photography Museum Amsterdam, co-founding the institution in 2001.

This exhibition showcases over 100 works that provide deep insights into Huf's diverse oeuvre. Known for his theatrical and colourful aesthetics, as well as his ability to create unique compositions, Huf became one of the most prominent photographers of his time. He played a crucial role in professionalising commissioned photography in the Netherlands and is celebrated as a pioneer who elevated Dutch (advertising) photography as an art form.

Golden Years features iconic campaigns such as ‘Vakmanschap is Meesterschap’ (‘Craftsmanship is Mastery’) for Grolsch Brewery, fashion shoots for magazines such as Margriet and Avenue, and the famous portrait of Ajax legends Klaas Nuninga, Sjaak Swart, Piet Keizer, and Johan Cruijff. A personal highlight of his career was photographing the Dutch Royal Family in 1952, an honour that led to numerous subsequent commissions from the Royal House. Huf was the first official court photographer, paving the way for renowned successors such as Koos Breukel, Anton Corbijn, and Rineke Dijkstra.

Huf's impact on commissioned photography is further demonstrated by the album covers he designed in 1954 for Philips' classical music collection, a bold departure from the plain brown sleeves that were typically used for records at the time. British model Ann Pickford appeared on all covers, as there were few professional models in the Netherlands during that period. These covers even went on to inspire the song ‘Hoezepoes’ (‘Covergirl’) by famed Dutch writer Annie M.G. Schmidt.

Huf's artistic versatility extended beyond photography, as shown through his work as a filmmaker. His documentary on painter Carel Willink from 1975 was awarded with several prizes and will be screened in the exhibition at Foam for the first time.
About the artist

Paul Huf (1924-2002, Amsterdam) was a self-taught artist who began photographing during his teenage years, inspired by his father's hobby. By experimenting in a self-made darkroom, he mastered the techniques of developing and printing photos. Throughout his career, Huf garnered numerous awards and exhibited his work internationally. He had a special connection with Foam, having played a role in the museum’s establishment. In recognition of his contributions, the Foam Paul Huf Award has been presented annually since 2007, supporting and promoting emerging photographers on a global scale.