From the 2nd of February to the 9th of March 1952, the travelling exhibition “Frank Lloyd Wright – Sixty Years of Living Architecture” made a guest appearance at the Zurich Kunsthaus. The reportage by Comet Photo AG (Zurich) immortalises in eighteen shots the obvious joy of discovery that the huge, almost overwhelming architectural models triggered in the public. Today’s viewers of this historical photo series will not fail to notice the contrast between the avant-garde appearance of Wright’s buildings and the out-of-fashion clothing of the museum visitors. However, if one takes clothing seriously as a cultural medium – and not as an anecdotal addition to the “actual” image content – it is precisely fashion that offers itself here as a common denominator between architecture, photography or photojournalism and personal image cultivation. The relationship between modernism, which from the beginning aimed at a comprehensive reform of life, even a permanent revolution along the lines of the technical-scientific innovation process, and fashion has always been fraught with tension and marked by contradictions. Such image sources as those of the Wright exhibition in Zurich in 1952 are irreplaceable for examining the history of architectural reception.