X-RAY VISION: Le Bon Marché has tapped Martin Parr to shoot its new advertising campaign, set to debut on the eve of Paris Fashion Week. The Magnum photographer will bring his acerbic eye to scenes capturing the Left Bank department store’s customers, from design fans to beauty addicts and gourmets. The first image from the “Vu au Bon Marché” (“Seen at the Bon Marché”) campaign, developed by BETC Luxe, will be unveiled on outdoor platforms on March 2 to coincide with the opening of a new shoe department at the store. A second image will follow a week later to advertise the “Très Bon Marché” promotion.
They will be the first in a series that will accompany events at the store throughout the year. “Artists and creators are our favored guests. Entrusting the campaign to Martin Parr’s original and incisive vision is a strong demonstration of this,” said Patrice Wagner, chairman and chief executive officer of Le Bon Marché.