Into the Woods with Juergen Teller

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Juergen Teller is unsettling us with each new photo, collaboration, campaign. His latest, the F/W 2015 Ad Campaign for Sonia Rykiel is another proof of his ability to twist our preconceived ideas of what beauty is. And for this, he teams up with the new artistic director of Sonia Rykiel, Julie de Libran who has previously worked with Louis Vuitton and Prada. Since she took the artistic helms of the brand, she has managed to handle Sonia Rykiel’s large legacy and to infuse it with modernity and a little bit of edge.

What I particularly like about this fashion film, besides Georgia May and Lizzy Jagger, is Teller’s clever play on image and sound. If you watch the video on mute, there is a kind of a dark sweetness emanating from the images, but if you turn on the sound, composed of the looped laughter of the sisters, the whole scenery turns into an eerie visual composition where the fantasy of luxury and the fascination of the natural unknown come out to play.

Images:

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