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SNAPSHOT CAMPAIGN / A DECADE OF COLLABORATION, MARC JACOBS & JUERGEN TELLER (PART 2)

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.

Tati, Marte, Marie, Ros, & Magda in Marc Jacobs Fall/Winter 2012.13 Ad Campaign.

But it is not all about glamor, Marc and Juergen Teller have sneered at the gloomy reality where we are living today. It was not a coincidence of free-style posing that got translated into a fashionable way. Staring at those lucrative fashion ads, they are undeniably sexy, controversial and smell-able. Just like an expensive perfume, some might get addicted while other against it. Marc and Juergen’ photograph reveals all the ugly truth of the glamour sides of a supposedly beautiful business. And, not to mention the fact that it is also a bold move especially in nowadays desire for retail therapy that swept from coast to coast.

Ros in Marc Jacobs Fall/Winter 2012.13 Ad Campaign.

Like a high school scrapbook stored with old-day memories of dear friends, Marc and Jurergen distinct themselves from the other campaigns by imperfect settings and raw capture, which traditionally a rare approach in high fashion world.

Bobby Gillespie in Marc Jacobs Spring/Summer 2011 Ad Campaign.

Having shot campaigns for Marc since as early as 1998, Juergen Teller’s photograph format, however, is never and will never change, so to speak. As a trademark, the colors are seemingly blurred and faded, a double-spread page with half remains white-spaced. Also, there is a pointlessly conservative restriction of applying retouch and other Photoshop tricks to produce such raw images. All makes Juergen’s photographs imperceptible.

Ginta Lapina and Andrej Pejic in Marc by Marc Jacobs Spring/Summer 2011 Ad Campaign.

This is actually opposed to the “Sale Tool” theory as fashion marketers normally utilize the power of ad campaign to trigger buyers’ desire to boost sales. A photography maven has the magic of transforming something ugly into a “cash-cow” magnet of the brand, turning something ordinary into extraordinary in just a matter of clicks away.

Published in May, 2009, the book “Juergen Teller: Marc Jacobs Advertising 1998-2009” was an ultimate campaign bible for fashion savvy who always stay hungry for fashion campaign.

Flipping through pages, there is an effervescent spirit and non-stop energy described through the smallest objects appeared and freedom expressed through the quirky pose of crooked models.

Monika Jagaciak, Frida Gustavsson, and Ann Kenny in Marc Jacobs Fall/Winter 2011.12 Ad Campaign.

The success story of Marc’s campaign also came from the genius foreseeing visions of Marc when he first decided to find a way to communicate with customers. And of course, “A picture is worth a thousand words’ philosophy was obviously what inspired Marc to team up with Juergen to forever revolutionize the way fashion marketing used to be and audience’s feels toward fashion campaign.

There is never enough to say about the success of Marc Jacobs’s advertisement. However, we are sure one thing that with the launch of fashion advertising campaign each season, Marc Jacobs is still the most awaiting and celebrated campaign.

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