The new look of Harper's Bazaar emphasized culture for its own sake. Taking advantage of Brodovitch's contacts in Europe and his wide knowledge of photography, the magazine introduced the work of may artists and photographers to its American audience. Before starting at Harper's Bazaar, Brodovitch organized a return trip to France, hoping to convince old friends to work with him at the magazine. Each summer he would return to offer commissions to artists and photographers until 1939 when the start of World War II made it impossible. By continually bringing in creative forces from overseas, he kept the magazine permanently fresh and cutting-edge. Among the artists that worked for Bazaar were Jean Cocteau, Raoul Dufy, Leonor Fini, Marc Chagall, Man Ray and A. M. Cassandre, the most eminent poster artist in France at the time, replacing the former cover favorite, Erté