THREE AMIGOS: Louis Vuitton’s push to even higher echelons of luxury includes three marquee photographers for Nicolas Ghesquière’s debut fashion campaign. The fall spots are slated to break in an array of August magazines, starting July 3 in the U.K.
This story first appeared in the June 25, 2014 issue of WWD. Subscribe Today.
Bruce Weber, Annie Leibovitz and Juergen Teller aimed their cameras at what Vuitton characterized as four “contemporary heroines” — actress Charlotte Gainsbourg and models Liya Kebede, Freja Beha Erichsen and Jean Campbell — plus a low-slung silver Maserati concept car as a prop in the Teller spots.
WWD first reported on May 14 key details of the campaign, including the names of the photographers and subjects, all of them familiar to Ghesquière’s universe.
Dubbed “Series 1,” the campaign is touted as a mold-breaking collaboration that crosses over into the realm of art — a “curated” selection of images inspired by Ghesquière’s debut fall collection.
According to Vuitton, Ghesquière gave each of these “giants” free reign to interpret the collection with their unique visual signature — which is to be heightened by the way the various images are combined to form a “fashion gallery.”
Weber, Leibovitz and Teller, shooting respectively in Miami, New York and Venice, also contributed a one-minute video for Vuitton’s Web site as well as social media.
The company declined to pinpoint budgets, but noted the print campaign would often appear in gatefold and consecutive spread configurations, in addition to single pages.
Previously, Steven Meisel had lensed Vuitton’s fashion spots under Marc Jacobs, who stepped down as creative director last year to focus on his signature brand and prepare the company for a possible public offering.