Celine's Spring Summer 2017 campaign, shot by the acclaimed photographer Juergen Teller, stands as a significant moment in the brand's history, marking a departure from the sleek, highly polished aesthetic that had previously defined its imagery. Instead, Teller's signature raw, unfiltered style injected a dose of gritty realism into the luxurious world of Celine, creating a campaign that was both captivating and controversial. This article delves deep into the campaign's imagery, its models, the creative choices behind its execution, and its lasting impact on the perception of Celine and the fashion industry at large.
Celine Spring Summer 2017 Campaign by Juergen Teller: A Departure from Tradition
The campaign's immediate impact stemmed from its stark contrast with Celine's previous advertising efforts. Under the creative direction of Phoebe Philo, Celine had cultivated a sophisticated and minimalist image, often employing clean lines, muted tones, and impeccably styled models in meticulously crafted settings. Juergen Teller's involvement signified a deliberate shift, a move away from the aspirational perfection often associated with high fashion towards a more honest, even unflattering, portrayal of the clothes and the women who wear them.
Teller's lens eschewed the typical glamour shots. Instead, the photographs presented a more naturalistic, almost documentary-style approach. The models, Amber Witcomb, Daniela Kocianova, Giedre Dukauskaite, and Marjan Jonkman, were not presented as flawless, unattainable beings. They were shown in candid moments, sometimes with slightly awkward poses, their expressions ranging from pensive to slightly amused. The backgrounds were similarly unpretentious; there were no lavish sets or meticulously arranged props. Instead, the photographs were shot in simple, often unadorned spaces, emphasizing the clothes themselves rather than creating a fantastical world around them.
This raw, unpolished aesthetic was a calculated risk. While some lauded the campaign for its refreshing honesty and its break from the often-artificial world of fashion advertising, others criticized it for being too stark, too unflattering, and even lacking the sophistication expected from a luxury brand like Celine. However, the very controversy surrounding the campaign contributed to its success, generating significant media attention and sparking widespread discussion.
The Models: Amber Witcomb, Daniela Kocianova, Giedre Dukauskaite, and Marjan Jonkman
The choice of models was integral to the success of the campaign. Instead of selecting models known for their classic beauty, Teller chose women with distinctive features and personalities. Amber Witcomb, Daniela Kocianova, Giedre Dukauskaite, and Marjan Jonkman each brought a unique quality to the campaign, reflecting the diversity of the Celine woman and challenging the homogenous beauty standards often prevalent in the fashion industry.
Their appearances were not meticulously crafted; their hair and makeup were understated, allowing their individual features to shine through. This emphasis on individuality further reinforced the campaign's message of authenticity and its rejection of artificial perfection. The models weren't simply mannequins showcasing the clothes; they were individuals, bringing their own personalities and expressions to the photographs. This contributed to the campaign’s realism and made the clothes seem more relatable and accessible.
current url：https://yfyfsx.e743z.com/blog/celine-spring-summer-2017-campaign-96099