Provence today is a state of mind as much as a region of France,
promising clear skies and bright sun, gentle breezes scented with
lavender and wild herbs, scenery alternately bold and intricate,
and delicious foods served alongside heady wines. Yet in the
mid-twentieth century, a travel guide called the region a "mostly
dry, scrubby, rocky, arid land." How, then, did Provence become a
land of desire--an alluring landscape for the American holiday? In
A Taste for Provence, historian Helen Lefkowitz Horowitz digs into
this question and spins a wonderfully appealing tale of how
Provence became Provence. The region had previously been regarded
as a backwater and known only for its Roman ruins, but in the
postwar era authors, chefs, food writers, visual artists, purveyors
of goods, and travel magazines crafted a new, alluring image for
Provence. Soon, the travel industry learned that there were many
ways to roam--and some even involved sitting still. The promise of
longer stays where one cooked fresh food from storied outdoor
markets became desirable as American travelers sought new tastes
and unadulterated ingredients. Even as she revels in its
atmospheric, cultural, and culinary attractions, Horowitz
demystifies Provence and the perpetuation of its image today.
Guiding readers through books, magazines, and cookbooks, she takes
us on a tour of Provence pitched as a new Eden, and she dives into
the records of a wide range of visual media--paintings,
photographs, television, and film--demonstrating what fueled
American enthusiasm for the region. Beginning in the 1970s,
Provence--for a summer, a month, or even just a week or two--became
a dream for many Americans. Even today as a road well traveled,
Provence continues to enchant travelers, armchair and actual alike.
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