Inevitably, PLAYBOY also became aware of the fetish activities of their famous photographer. Although this was not a topic for the rather conservative magazine, PLAYBOY Television Inc., USA, sent a film team to Natalia Muehlhausen's estate to produce a lengthy report about the fetish work of Natalia (middle, middle and below) and JH.
For his cover photo for PENTHOUSE VARIATIONS magazine JH became honored in the USA with the award "Magazine Cover Of The Year",
and in 1984 and 1985 two photo art books of JH became published on the subject "rubber fetish", "FETISH RUBBER" and "FEMALE RUBBER".
Some media reviews found on the web on JH and Natalia and their rubber fetish photography:
Jo Hammar - the unrivaled and unforgotten HOLLWOOD-based doyen of latex fashion and fetish.
An amazing kaleidoscope of bizarre fantasies and imagery: Jo Hammar
Jo Hammar belongs to the founders of erotic fetishism in art... His photos have been showing breathtakingly beautiful women in latex clothing and on high heels, in enchanting corsages and behind bizarre masks. This... art book "Female Rubber" brings 176 from a world that is unreal and yet right next door, a world of women who have devoted themselves lustfully to an erotic fetish.
Natalia! is probably among the best-known rubber Mistresses in Europe. It’s her lifestyle. It’s even her real name – Natalia Muehlhausen.
She’s been in the scene, virtually since its beginning. Her fetish photos by Jo Hammar are legendary.
Jo Hammar… Photos from a world that is unreal and yet lies right next door, a world of women who have devoted themselves lustfully to an erotic fetish.
The “modern fetish scene“ began.. around the mid-1980s. Was there rubber fetishism previously only in small, little known circles, latex designers now made their way into the public. Rubber became hip, found its way into music videos and haute couture. At the same time there was an increasing offer for well-made fetish videos and small photo magazines, lead by Jo Hammar and his unforgotten model Natalia who dominated a whole epoch.
Jo Hammar… is noted for being one of the early adopters [of latex] in the mainstream of many of the studio effects and production values in so-called underground photography and films that he directed.
The Godfather of fetish photography, Jo Hammar, photographs the world's first top fetish model, Natalia! Unrivalled images, often copied, never equalled.
Jo Hammar’s pictures are a guaranteed creep-out, with their rubber-encased sexdroids and menacing paraphernalia.
Jo Hammar... He saw the whole world before he realized his second life and became a photographer. Today he is one of the most famous girl photographers in the world and an institution when it comes to breathtaking beauties in… latex…
Peter Leth, Danish rubber wear designer & artist
I have been following Natalia and Jo Hammar for over 30 years and it has been a tremendous kick to see the development… the rubber video series, and it blew my mind.
The series of photos of Natalia in the first H.R. magazines, with all the hoses and it was the first time I saw a rubber pussy integrated in an outfit together with a neckbrace, fully masked and covered. It is iconic to me.
…Jo Hammar, who for many years, has been a byword in the European market for fetish photography of the highest quality, featuring an enormous variety of scenarios, models and materials.
Steve English (legendary founder of DEMASK) writes: ” ’Die Gummi-Klinik’…directed by Jo Hammar... Still Unrivalled…! The Rubber Bible.”
When it comes to latex fetish & fashion, the first name you think of is Jo Hammar.
ROLLING STONE magazine:
The fact that it is normal today for pop stars and celebrities to appear in breathtaking rubber outfits on stage and in public is mainly due to the courageous ideas of the photographer Jo Hammar in the 80s and 90s. He was one of a few who triggered this fashion, this movement.
SHINY Magazine, Special DP Edition No. 8:
Jo Hammar... The air force lost a Phantom pilot but we gained a photographer with a fresh and exciting approach to the world of dressing for pleasure… These are pictures that make you think - that set the imagination off down new sexual avenues.
Who are your favorite icons? Where is there a particular image that inspires you? Oh, it was so long ago that it is difficult for us to remember particular people. Perhaps the first thing that marked us were the photos of Jo Hammar…
Jo Hammar and Natalia… In the late ’80s, what they did was absolutely unparalleled.
When ATOMAGE did manage to publish professional photography, it was usually, Steve [English, founder of DEMASK] reminds me, work given to John [Sutcliffe, publisher of ATOMAGE] by Jo Hammar. “Jo’s work was another big influence on me,” Steve confirms. Jo was famous for his work for VIOLA PRESS in the 1970s, and also - with his muse and girlfriend Natalia - for the GUMMIKLINIK films of the late ’70s/early ’80s. Many fans regard the Hamburg-based lensman as the Godfather of modern fetish photography.
He [Paul Miller, designer of LACING LILITH] goes on to explain that his personal interest in rubber fashion and fetish wear began early, with Michelle Pfeiffer’s CATWOMAN, SKIN TWO magazine and German model Natalia (famous muse of photographer Jo Hammar) all blowing his young mind.
THE HOLLYWOOD ENQUIRER:
Natalia, famous huge-breasted fetish icon model from Germany and muse of local photographer Jo Hammar, caused a stir in an elegant hotel in BEVERLY HILLS when she stayed there for three days and nights. She showed herself off in public, at the poolside and at the bar in a skin-tight latex outfit that covered her whole body including her head, but which nevertheless was extremely daring and provocative…
Jo Hammar… fashion of the Multiverse…
Jo Hammar… the music and PLAYBOY photographer and his model girlfriend Natalia Muehlhausen made rubber and latex popular…