On Louis Vuitton and creativity in advertising

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I’ve finally seen the much talked-about Louis Vuitton ‘series 1’ ad campaign on a printed page and my favourite images by far are the ones of Charlotte Gainsbourg by Annie Leibowitz. Which surprised me as I expected to be more excited by Juergen Teller and Bruce Weber. I love Gainsbourg shot in an artist’s studio setting (whose, I wonder?*) but mostly it’s the muted, moody lighting. It feels personal, warm and portrait-y where the others feel like fashion shoots.

On that note, here’s an excellent WWD article about the state of creativity and controversy in fashion advertising. It’s a long but though-provoking read for anyone who works in fashion or advertising.

*UPDATE: According to Vogue, Gainsbourg was shot at both Ellsworth Kelly’s Spencertown studio and Brice Marden’s place on the Hudson River…

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