Nicolas Ghesquière teams up with three iconic photographers – Annie Leibovitz, Bruce Weber and Juergen Teller – to create an unprecedented campaign for the Louis Vuitton Fall/Winter 2014 collection.
As of late, the word ‘unprecedented’ seems to be synonymous to the name Louis Vuitton, where it has blazed a trail of unparalleled projects that has swept the world off its feet including The Icon and Iconoclasts project and a guest appearance in the coming FIFA 2014 World Cup finals.
It is the first year of tenure for Nicolas Ghesquière as Creative Director of Louis Vuitton and while we expect great things from him, this talented designer still manages to wow us with every step he takes.
For his first campaign at Louis Vuitton, the designer has gathered three of fashion’s most iconic photographers – Annie Leibovitz, Bruce Weber and Juergen Teller – to shoot a series of campaign photos for the Fall/Winter 2014 collection.
While the three photographers might be completely different, they seem to have drawn inspiration from one another to create a single cohesive story that celebrates the theme of Louis Vuitton’s Fall/Winter 2014 collection – wearability, quintessentially French and modernity.
(Behind the scenes with Annie Leibovitz and Charlotte Gainsbourg)
Ghesquière says, “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.”
He continues, “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”
Titles as ‘Series 1’, the campaign presents a hybrid trilogy of tatler_tatler_stories shot by the photographers in three distinctive locations – Leibovitz in New York, Weber in Miami and Teller in Venice.
In New York, Annie Leibovitz puts the beautiful French femme, Charlotte Gainsbourg in various studios of artists, where she captures Gainsbourg in a soft and demure lighting that is very much to Leibovitz's style. Yet, it is different with a raw and untouched sensibility added to make the photos stand out.
For Juergen Teller, it is always about the boldness and provocativeness in each story, where viewers are intrigued to think when looking at his work. Here, he shoots top model Freja Beha Erichsen in the Scandinavian pavilion of Venice’s Giardini Biennale with the same stroke of ‘devil may care’ boldness. However, like what Ghesquiere said in his brief, Teller brings a new touch of sleek simplicity that highlights the wearability of the collection.
Bruce Weber, who is known for his all-American flavours like the Midwest, fraternity and American sportswear, takes a chance to create a set of images with Liya Kebede, Jean Campbell and Kirstin Liljegren in the minimalistic backgrounds of Miami. While the signature vibrant backgrounds disappear, Weber manages to capture the dynamic spirit, often seen in his works, through the angular and structured movements of the three models.
(Campaign photos and behind the scenes video courtesy of Louis Vuitton)
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