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SNAPSHOT CAMPAIGN / A DECADE OF COLLABORATION, MARC JACOBS & JUERGEN TELLER (PART 1)

Inspired by bizarre uniqueness, “Snapshot Campaign”, a newly-born photography technique, which initially developed in the early ‘90s, has evolved to become a phenomenon over the years through the ‘signature style’ of Marc Jacobs’ advertising campaigns.

From the Italian ubiquitous zig-zag heritage fashion house, Missoni to Calvin Klein’s 2005 provocative CK One perfume and British-born legendary designer, Vivienne Westwood, the bold capture did not instantly receive such appreciation from the mass audience.  However, the growing anticipation of Marc Jacobs’ campaigns in recent years has set a new benchmarking point.

Magda & Tati in Marc Jacobs Fall/Winter 2012.13 Ad Campaign.

Helena Bonham Carter in Marc Jacobs Fall/Winter 2011-12 Ad Campaign.

Shena Moulton, Natalia Zakharova, Siri Tollerod in Marc Jacobs Spring/Summer 2011 Ad Campaign.

It was back to the early days of the “Snapshot Campaign” when images were still followed certain standard rules, having thoughts of commercializing self-taken photos was a satirical idea, not even once proposed by professional artists. However, thanks to Marc Jacobs’ quirky personality (translated as thoughtfulness) and genius mind of German-born photographer Juergen Teller, the “Snapshot Campaign” began its sky-rocking success by breaking into glossy magazine pages across the globe.

The result came even far beyond expectation when transforming (I mean it, literally) such style-disaster names as Victoria Beckham into a fashion icon nowadays. Being Curious? Her Roberto Cavalli Pom-Pon Wool Jacket in 2005 spoke all.

Xiao Wen Ju in Marc Jacobs Spring/Summer 2011 Ad Campaign.

Abandoning the beautiful scenery and expensive prêt-à-porter clothes donned by gorgeous models, which were recently spotted in high-end fashion brands’ campaign, Marc Jacobs’ advertisement evokes a sense of controversial marriage of style and unique caricature. Although, Marc Jacobs was not Juergen Teller’s first successful attempt, he has previously worked with the minimalist Helmut Lang before. However, the fame only came to Juergen Teller once he shot the campaign for Marc in the late ‘90s.

Cerith Wyn Evans in Marc Jacobs Spring/Summer 2011 Ad Campaign.

It remains to be an intricate technique to capture the precise excitement-of-the-moment of models in Marc Jacobs’ campaigns. Party-animals take their photos in an ecstasy of happiness. You might want to recall the unforgettable images of Victoria Beckham huddled into a giant shopping bag featured in Marc Jacobs’ Spring-Summer 2008 campaign or the provocative and crooked Kate Moss in her ready-for-sex position in the 1998 campaign. Even Juergen Teller himself appeared half-naked with English actress Charlotte Rampling in the Spring-Summer 2004 advertisement, believing that this would be once in a 12-year friendship between Juergen Teller and Marc Jacobs.

…TO BE CONTINUED

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