Nicolas Ghesquière’s Debut Louis Vuitton Ad Campaign For FW14
Be prepared for a change in aesthetic for Louis Vuitton’s ad campaigns from now onwards. Nicolas Ghesquière’s debut Ad Campaign for Vuitton’s Women’s Fall/Winter 2014 is quite drastically different.
Vuitton wanted to “create a different story” with this new Ad Campaign. Entitled “Series 1” and lensed by three of the most renowned photographers who are no strangers to the world of fashion photography – Annie Leibovitz, Juergen Teller and Bruce Webber – the aim of the campaign was to fuse and marry these 3 artistic talents. “Series 1” seeks to convey the ideas of the holy trinity of designer, garment, and a fashion collection.
Nicolas Ghesquière comments that “It’s a way to bring together an artistic family which I feel close to. I wanted an unprecedented narrative from each of these photographers whom I admire so greatly. Only they could rise to the challenge of being brought face-to-face with one another, and ultimately combined to create a single story, because their visual expression is so powerful that it goes beyond all forms of classification or definition. I also wanted to remove them from their comfort zones, from what we already know about them, to see what they would tell the world, and me, about what fashion is today”.
The photographers each had different models to work with : Bruce Weber shot models Liya Kedebe, Jean Campbell and Kristin Liljegren in Miami; Juergen Teller photographed Freja Beha Erichsen in the Scandinavian pavilion of Venice’s Giardini della Biennale; Annie Leibovitz captured Charlotte Gainsbourg in the studios of artists Ellsworth Kelly, Brice Marden and Storm King Art Centre in NYC.
And oh, I’m absolutely delighted that my favourite Vuitton bag, the Petite Malle (that’s the one that looks like the mini trunk) appears in quite a few of these shots! 😀
Now here’s a Behind-the-Scenes look at the campaign with Annie Leibovitz
Some may feel that the campaign is too artsy-fartsy and bordering on the pretentious, but, for me, the campaign is one of mutual respect, a perfect union that melds the worlds of Fashion and Art; the epitome of artistic collaboration.
Images courtesy of Louis Vuitton
