In its editorial choices, Mayfair magazine often utilized black-and-white photography to convey a timeless, classic mood that accentuated the beauty of models and their poses. By presenting images without color, this creative decision heightened the emotional intensity of fashion features and enhanced the visual impact of covers. In particular, during the magazine's heyday in the late 1960s and early 1970s, black-and-white photos distinguished special editions and emphasized form and shadow. This artistic choice evoked vintage glamour and added a layer of sophistication to certain issues or spreads, particularly when paired with bold typography and minimalist layouts. For example, one memorable cover featured a close-up shot of model Christa Helm, who was known for her dramatic eyeliner, against a stark white background. The simple, high-contrast image highlighted the power of Helm's eyes and facial features while also conjuring feelings of mystery and allure. Other examples include a photo of Twiggy in front of an ornate mirror and another depicting a nude model covered only by a strategically draped sheet. These photographs were not only stunning but also served as timely commentary on Mayfair's commitment to pushing boundaries and exploring the limits of sensuality through visual storytelling.
Mayfair's use of black-and-white photography helped establish it as a groundbreaking force in fashion publishing, inspiring both critics and consumers alike. Today, its legacy continues to influence contemporary publications that seek to emulate its innovative spirit and iconic style. As editorial director Jeremy Langmead notes: "The magazine's ability to combine beauty with intelligence has made it stand out from other titles and helped it retain relevance over time." By honing in on the striking contrast between light and dark, Mayfair crafted enduring images that continue to captivate audiences even decades later. Whether through its covers or inside pages, the magazine's use of monochrome remains an important part of its enduring appeal.