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G-STAR RAW New campaign by Ellen Von Unwerth.

G-STAR RAW New campaign by Ellen Von Unwerth

G-STAR

ELLEN VON UNWERTH

Ellen von Unwerth is a leading fashion photographer and film director.

After a decade working as a fashion model, von Unwerth brings a first-hand knowledge of the kinetic energy of fashion shoots to the creation of her own photographs. Her sensual campaigns for Guess? in the early 1990’s launched von Unwerth’s commercial career, with subsequent campaigns including those for Dior, Diesel, Chanel and Miu Miu amongst others.

A regular contributor to Vogue, Interview, i-D, Vanity Fair, GQ, Glamour, as well as up-and-coming youth magazines, von Unwerth also works with an ever-growing list of celebrities, including some of the biggest names in music, fashion, art, and design.

In addition to her career as fashion photographer, filmmaker and video director, von Unwerth’s work has been collected in numerous books and two photo-novellas. Her first book, Snaps, was published in 1994 followed by Wicked (1998), Couples (1999) and Omahyra & Boyd (2005). Photo-novella Revenge was published in 2003 accompanied by exhibitions in New York, Paris, Amsterdam, Hamburg and Moscow.

Von Unwerth’s book Fräulein was published in December 2009 by Taschen, and accompanied by exhibitions in New York, London, Paris and Berlin. In 2012, Taschen also published photo-novella The Story of Olga was published as a collector’s item.

With her photographs having been widely exhibited internationally, including in Archaeology of Elegance (2012), Fashioning Fiction, at MoMA/Queens in 2004, and The Model as Muse at The Metropolitan Museum of Art in 2009, von Unwerth continues to exhibit her work worldwide.

G-STARG-STAR

CAMPAIGN Q&A: ELLEN VON UNWERTH

1. You’re considered a role model by a lot of aspiring young photographers and creatives. Who inspired you to reach for the stars during your coming of age?

I don’t think I reached for the stars so to speak; I just was thrilled when I found my passion for photography. I followed my own instinct in taking pictures but, of course, I love photographers like Helmut Newton or Jacques Henri Lartigue.

2. What defining event, moment or person made you decide to become a photographer/director?

A friend of mine gave me a camera when I was still a model, while we were in Kenya. I started taking pictures of the people from a nearby village, and those pictures were published in the French magazine, Jill. Already then, it was a passion. And I kept on shooting.

3. How do you as a photographer choose the clients you work with? For instance, how did you start working with G-Star?

I choose to work on projects that have a sense, a story behind them.

For editorials it’s another approach, I have a vision or a feeling of what I would like to do, you’re more or less free. But for advertising it is completely different. The brand and project must be interesting, and their world, theme, and perspective of a shoot, inspiring.

G-Star had an interesting approach, something I had never done before, so I said, “Yes!” They gave me their full confidence to create a new direction for their global campaign and very modern, contemporary, denim collections that we could take to another level.

Also I loved the idea of exploring the jeans from “tight” to “wide”.

4. What elements do you consider key to a strong campaign image?

A strong campaign has to be grabbing, something you look at it and remember.

The creative team at G-Star had great input. Together we created a fun vibe, strong series of images with good characters, an outstanding location and a brilliant photo creative team.

Most importantly there must be a strong connection between the models and I – this is the key.

For G-Star I chose to work with two young girls I knew and had previously worked with, with other new and (very) talented young people.

5. You’re known for your feminine, sensual imagery, how do you think your work fits the G-Star brand’s track record of previous campaigns?

G-Star has always has been on the raw, spontaneous, kind-of-young-and- wild side.

Apart from being sensual and feminine, my models are also strong, persuasive, intense, and in a sense, wild and free too. My work fits G-Star in that way. Once you add the spontaneous, completely constraint-free way I work with my models to the G-Star brand, you obtain our new, fresh, young, raw and sensual campaign for Spring/Summer ’15.

6. How much of a denim lover do you consider yourself?

I wear jeans almost everyday.

7. When it comes to your own wardrobe, do you prefer your jeans tight or wide? 

I like my jeans tight! 

8. Why is that?

I like my jeans tight because that is the ultimate, flattering fit for me.

9. What enters your mind when envisioning the future of denim?

When you look at the history of denim, you can see the great evolution that has happened – yet the material is still developing in its own way.

G-Star is one of the leading brands for modern denim style and garments; they have a great craftsmanship within their products. I think the future of denim is again very blue after years of black and very dark denim.
We had a lot of light denim fabrics on the shoot, fabrics which are very different to the stiff denim that I wore as a teenager!

Denim will be higher end; you can already see that on the catwalks of Haute Couture houses.

Denim has a glamorous future!

10. What’s your favourite memory from the shoot with G-Star?

The energy and fun we had with the models and G-Star team.

11. What was the atmosphere and theme you were going for?

I was going for a raw type of mood – not a lot of props, an old and abandoned mansion, in black and white photography…

I wanted the models to be quite tough and rebellious in a way.

12. How does the product affect your approach to the photography?

As I am working in fashion, clothes are a big part of the shoot, and of the premiere inspiration. When I saw the products G-Star crafts, I immediately pictured what we did for the campaign.

Because the denim products of the brand were obviously going in that direction creatively. As everything else, clothes are a constant source of inspiration for me.

13. What’s on your mind right now? Any thoughts / pride projects / or random beauty made by others that you feel needs to be shared with the world?

In a few days my show in Toronto starts, I am very looking forward to it and of course I cannot wait to have the G-Star campaign out and all over the world!

G-STAR

CAMPAIGN QUOTES: ELLEN VON UNWERTH

– I choose to work on projects that have a sense, a story behind them.
– For me to work with a brand, the project must be interesting, and their world, theme, and perspective of a shoot, inspiring.
– G-Star had an interesting approach, something I had never done before, so I said, “Yes!”
– I loved the idea of exploring the jeans from “tight” to “wide”.
– A strong campaign has to be grabbing, something you look at it and remember.
– Together [with G-Star] we created a fun vibe, strong series of images with good characters, an outstanding location and a brilliant photo creative team.
– G-Star has always has been on the raw, spontaneous, kind-of-young-and- wild side… My work fits with them in that way.
– Apart from being sensual and feminine, my models are also strong, persuasive, intense, and in a way, wild and free too. My work fits G-Star in that way.
– As I am working in fashion, clothes are a big part of the shoot, and the premiere inspiration. When I saw the products G Star crafts, I immediately pictured what we did for the campaign.
– Once you add the spontaneous, completely constraint-free way I work with my models to the G-Star brand, you obtain our new, fresh, young, raw and sensual campaign for Spring/Summer ’15.
– I am a denim lover…I wear jeans almost everyday.
– I like my jeans tight! That is the ultimate, flattering fit for me.
– G-Star is one of the leading brands for modern denim style and garments; they have a great craftsmanship within their products.
– We had a lot of light denim fabrics on the shoot, fabrics which are very different to the stiff denim that I wore as a teenager!
– It was a memorable shoot… the energy and fun had with the models and G- Star team.
– I was going for a raw type of mood [for the G-Star campaign] – not a lot of props, an old and abandoned mansion, in black and white photography… I wanted the models to be quite tough and rebellious in a way.

G-STAR

www.g-star.com

 Suivez moi sur Instagram @ObsessionLuxe

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G-STAR RAW New campaign by Ellen Von Unwerth.

G-STAR RAW New campaign by Ellen Von Unwerth ELLEN VON UNWERTH Ellen von Unwerth is a leading fashion photographer and film director. After a decade working as a fashion model, von Unwerth brings a first-hand knowledge of the kinetic energy of fashion shoots to the creation of her own photographs. Her sensual campaigns for Guess? […]

G-STAR RAW New campaign by Ellen Von Unwerth.
Christel Engström
Article
Christel Engström

G-STAR RAW New campaign by Ellen Von Unwerth

G-STAR

ELLEN VON UNWERTH

Ellen von Unwerth is a leading fashion photographer and film director.

After a decade working as a fashion model, von Unwerth brings a first-hand knowledge of the kinetic energy of fashion shoots to the creation of her own photographs. Her sensual campaigns for Guess? in the early 1990’s launched von Unwerth’s commercial career, with subsequent campaigns including those for Dior, Diesel, Chanel and Miu Miu amongst others.

A regular contributor to Vogue, Interview, i-D, Vanity Fair, GQ, Glamour, as well as up-and-coming youth magazines, von Unwerth also works with an ever-growing list of celebrities, including some of the biggest names in music, fashion, art, and design.

In addition to her career as fashion photographer, filmmaker and video director, von Unwerth’s work has been collected in numerous books and two photo-novellas. Her first book, Snaps, was published in 1994 followed by Wicked (1998), Couples (1999) and Omahyra & Boyd (2005). Photo-novella Revenge was published in 2003 accompanied by exhibitions in New York, Paris, Amsterdam, Hamburg and Moscow.

Von Unwerth’s book Fräulein was published in December 2009 by Taschen, and accompanied by exhibitions in New York, London, Paris and Berlin. In 2012, Taschen also published photo-novella The Story of Olga was published as a collector’s item.

With her photographs having been widely exhibited internationally, including in Archaeology of Elegance (2012), Fashioning Fiction, at MoMA/Queens in 2004, and The Model as Muse at The Metropolitan Museum of Art in 2009, von Unwerth continues to exhibit her work worldwide.

G-STARG-STAR

CAMPAIGN Q&A: ELLEN VON UNWERTH

1. You’re considered a role model by a lot of aspiring young photographers and creatives. Who inspired you to reach for the stars during your coming of age?

I don’t think I reached for the stars so to speak; I just was thrilled when I found my passion for photography. I followed my own instinct in taking pictures but, of course, I love photographers like Helmut Newton or Jacques Henri Lartigue.

2. What defining event, moment or person made you decide to become a photographer/director?

A friend of mine gave me a camera when I was still a model, while we were in Kenya. I started taking pictures of the people from a nearby village, and those pictures were published in the French magazine, Jill. Already then, it was a passion. And I kept on shooting.

3. How do you as a photographer choose the clients you work with? For instance, how did you start working with G-Star?

I choose to work on projects that have a sense, a story behind them.

For editorials it’s another approach, I have a vision or a feeling of what I would like to do, you’re more or less free. But for advertising it is completely different. The brand and project must be interesting, and their world, theme, and perspective of a shoot, inspiring.

G-Star had an interesting approach, something I had never done before, so I said, “Yes!” They gave me their full confidence to create a new direction for their global campaign and very modern, contemporary, denim collections that we could take to another level.

Also I loved the idea of exploring the jeans from “tight” to “wide”.

4. What elements do you consider key to a strong campaign image?

A strong campaign has to be grabbing, something you look at it and remember.

The creative team at G-Star had great input. Together we created a fun vibe, strong series of images with good characters, an outstanding location and a brilliant photo creative team.

Most importantly there must be a strong connection between the models and I – this is the key.

For G-Star I chose to work with two young girls I knew and had previously worked with, with other new and (very) talented young people.

5. You’re known for your feminine, sensual imagery, how do you think your work fits the G-Star brand’s track record of previous campaigns?

G-Star has always has been on the raw, spontaneous, kind-of-young-and- wild side.

Apart from being sensual and feminine, my models are also strong, persuasive, intense, and in a sense, wild and free too. My work fits G-Star in that way. Once you add the spontaneous, completely constraint-free way I work with my models to the G-Star brand, you obtain our new, fresh, young, raw and sensual campaign for Spring/Summer ’15.

6. How much of a denim lover do you consider yourself?

I wear jeans almost everyday.

7. When it comes to your own wardrobe, do you prefer your jeans tight or wide? 

I like my jeans tight! 

8. Why is that?

I like my jeans tight because that is the ultimate, flattering fit for me.

9. What enters your mind when envisioning the future of denim?

When you look at the history of denim, you can see the great evolution that has happened – yet the material is still developing in its own way.

G-Star is one of the leading brands for modern denim style and garments; they have a great craftsmanship within their products. I think the future of denim is again very blue after years of black and very dark denim.
We had a lot of light denim fabrics on the shoot, fabrics which are very different to the stiff denim that I wore as a teenager!

Denim will be higher end; you can already see that on the catwalks of Haute Couture houses.

Denim has a glamorous future!

10. What’s your favourite memory from the shoot with G-Star?

The energy and fun we had with the models and G-Star team.

11. What was the atmosphere and theme you were going for?

I was going for a raw type of mood – not a lot of props, an old and abandoned mansion, in black and white photography…

I wanted the models to be quite tough and rebellious in a way.

12. How does the product affect your approach to the photography?

As I am working in fashion, clothes are a big part of the shoot, and of the premiere inspiration. When I saw the products G-Star crafts, I immediately pictured what we did for the campaign.

Because the denim products of the brand were obviously going in that direction creatively. As everything else, clothes are a constant source of inspiration for me.

13. What’s on your mind right now? Any thoughts / pride projects / or random beauty made by others that you feel needs to be shared with the world?

In a few days my show in Toronto starts, I am very looking forward to it and of course I cannot wait to have the G-Star campaign out and all over the world!

G-STAR

CAMPAIGN QUOTES: ELLEN VON UNWERTH

– I choose to work on projects that have a sense, a story behind them.
– For me to work with a brand, the project must be interesting, and their world, theme, and perspective of a shoot, inspiring.
– G-Star had an interesting approach, something I had never done before, so I said, “Yes!”
– I loved the idea of exploring the jeans from “tight” to “wide”.
– A strong campaign has to be grabbing, something you look at it and remember.
– Together [with G-Star] we created a fun vibe, strong series of images with good characters, an outstanding location and a brilliant photo creative team.
– G-Star has always has been on the raw, spontaneous, kind-of-young-and- wild side… My work fits with them in that way.
– Apart from being sensual and feminine, my models are also strong, persuasive, intense, and in a way, wild and free too. My work fits G-Star in that way.
– As I am working in fashion, clothes are a big part of the shoot, and the premiere inspiration. When I saw the products G Star crafts, I immediately pictured what we did for the campaign.
– Once you add the spontaneous, completely constraint-free way I work with my models to the G-Star brand, you obtain our new, fresh, young, raw and sensual campaign for Spring/Summer ’15.
– I am a denim lover…I wear jeans almost everyday.
– I like my jeans tight! That is the ultimate, flattering fit for me.
– G-Star is one of the leading brands for modern denim style and garments; they have a great craftsmanship within their products.
– We had a lot of light denim fabrics on the shoot, fabrics which are very different to the stiff denim that I wore as a teenager!
– It was a memorable shoot… the energy and fun had with the models and G- Star team.
– I was going for a raw type of mood [for the G-Star campaign] – not a lot of props, an old and abandoned mansion, in black and white photography… I wanted the models to be quite tough and rebellious in a way.

G-STAR

www.g-star.com

 Suivez moi sur Instagram @ObsessionLuxe

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