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“Never forget that what becomes timeless was once truly new”

In an interview for the April issue of Vanity Fair, Nicolas Ghesquière – the newly appointed creative director of Louis Vuitton – stated his intentions of refreshing the fashion house. Without delay, Nicolas converted these intentions into his debut campaign for the FW14/15 collection.

Calling on three iconic photographers of the contemporary fashion world, Nicolas conducted an innovative campaign drawing on the distinct vocabulary of each artist. The combination of images taken by Bruce Weber, Juergen Teller and Annie Leibovitz reflects Nicolas’ desire “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.”

Whilst Bruce and Juergen's images display a vintage aesthetic, Annie's photographs bring an adverse quality of futuristic appearance. The end result is three very different photographic series that are held together by a strong presence of personality both behind and in front of the lens.

As a polaroid picture indicates a single moment in time – one that cannot be reproduced or digitally retouched – "Series 1" similarly creates an emotional connection between viewer and photographic subject.

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