Nicolas Ghesquière unveils first campaign

Entitled “Series 1”, Nicolas Ghesquière’s first advertising campaign for Louis Vuitton is a daring reinterpretation of the House codes and visual imagery. The designer’s Fall/Winter 2014-2015 collection is seen through the lenses of three legendary photographers: Annie Leibovitz, Juergen Teller and Bruce Weber.

The three artists, known for their highly individual styles, agreed to this quite exceptional juxtaposition of their respective lexicons, which represented an opportunity for them not only to interpret Nicolas Ghesquière’s designs, but also – and above all – to offer their subjective viewpoint on contemporary fashion. This multiple narrative, combining three distinct visions, is without precedent, and reflects the bold creative choices of Louis Vuitton’s new artistic director.

“I wanted 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,” comments Nicolas Ghesquière.

Bruce Weber chose to shoot models Liya Kedebe, Jean Campbell and Kirstin Liljegren in Miami, producing a series of powerfully graphic black and white images. Juergen Teller, meanwhile, captured model Freja Beha against a backdrop of the Venice Biennale. Finally, Annie Leibovitz photographed Nicolas Ghesquière’s muse, Charlotte Gainsbourg, in the studios of New York artists. The campaign can be seen in the August 2014 issues of magazines worldwide.