Nan Goldin’s view on Fashion

I was a bit surprised to know one of my favorite photographers, Nan Goldin, was shooting an ad campaign for  Jimmy Choo.

It took me some days to process this. She, who always took snapshots to preserve the memory of the real – my own photography motto -, was now trading in her usual punk and subversive subjects for fashion frills.

So, the campaign is for Icons, a capsule collection of 15 best-selling styles from Jimmy Choo’s past collections and 10% of the sales will revert to The Jimmy Choo Foundation, a charitable trust  which will raise money for a variety of women’s charities (no website or any more info yet).

It will be comfortingly, after all, to see Nan’s hand behind the camera while flickering this winter’s fashion magazines.

I then realized this was not her first fashion campaign. I did really liked those blurry Bottega Veneta ads…

That was her first fashion ad campaing, in SS 2010.

She had some previous incursions in fashion – starting in the 90s, with campaigns for Helmut Lang and Matsuda, apparently with a less commercial target than these last ones. By then she influenced the fashion photography of the time, with her intimate and sometimes “too real” style, and at the same time coliding with the definition of fashion photography itself, of selling the lifestyle of beauty.

Later,  in March 2008, she did an incredible photoshoot for the New York Times, featuring Tilda Swinton, Charlotte Gainsbourg and Maria de Medeiros, among others (image on top belongs to this set).

In that fall, she had an exhibition in Tokyo featuring Dior Homme’s collection – more info here (photo from ID, via 2nd blog cafe):

…And in September 2010, she photographed Marc Jacobs for Harper’s Bazaar:

If you want to know more about her work, please check out this book, a work of art itself.


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