“Series 1” is Nicolas Ghesquiere’s first campaign for Louis Vuitton. The Maison wanted to breathe new life into the valuable idea of innovation and ways in which to express it. Within a free and at the same time remarkable framework of the unlimited imagination, Louis Vuitton wanted to create a different story, a story which comes together in the language of three world-renowned photographers: Annie Leibovitz, Juergen Teller and Bruce Weber.
Much more than an advertising campaign, the aim was to bring three contemporary, individual and personal vocabularies face-to-face via the 2014/2015 Autumn-Winter collection.
In an exercise in style, the three photographers shared their personal and very precise vision of modern-day fashion, willingly agreeing to play this enjoyable yet risky game where they would offer up their distinct visions to critical examination. For the first time ever, each accepted that their work would be mirrored by another great photographer. This advertising campaign is therefore presented as a hybrid trilogy of the combined visions of Annie Leibovitz, Juergen Teller and Bruce Weber.
They are photographers, artists, undoubtedly commentators on modern times, each given this vast arena by Nicolas Ghesquie?re to interpret not only his fashion collection but also his idea of fashion… contemporary fashion.
“Series 1” is like a mise en abyme, the central focus, of all images to come in an unprecedented, boundless form of expression, taking things further.
“Series 1” was designed as an invitation to convey ideas of a designer, a garment, a fashion collection.
Fashion is a form of debate, and that is why Louis Vuitton selected the greatest visual ‘thinkers’ to share their vision of this multi-faceted subject. Annie Leibovitz, Juergen Teller and Bruce Weber produced three photographic stories on the same day, at the same time, in very different venues.
– Bruce Weber captured models Liya Kedebe, Jean Campbell and Kirstin Liljegren in Miami.
– Juergen Teller was with Freja Beha in the Scandinavian pavilion of Venice’s Giardini della Biennale.
– Annie Leibovitz shot pictures of Charlotte Gainsbourg in the studios of artists Ellsworth Kelly, Brice Marden and Storm King Art Center in New York.
For Nicolas Ghesquiere, “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 new Louis Vuitton fashion FW 14 advertising campaign will break in the August 2014 issues of magazines worldwide.
Louis Vuitton SERIES 1 Fashion Campaign shot by Bruce Weber
Louis Vuitton SERIES 1 Fashion Campaign by Juergen Teller
Photos courtesy of Louis Vuitton
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