POP 039/ Thursday, 09 July 2009

Today’s Pop is Daniel, a low-key guy with a high-brow reputation. Name-checked by the artist Carsten Holler last week in a debate at photographer David Bailey’s studio, Daniel is now known as: “the Dieter Meier of magazines”. He’s a dedicated Bruce Weber watcher.


 

 

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There’s nothing wrong with dressing up your dogs in puffer jackets, I know that now. If Bruce Weber can do it, so can anyone.


In the new ad campaign for Moncler, a sportswear brand renowned for their puffer jackets, photographer Bruce Weber for the first time ever puts himself in front of the camera, sleeping on a bed filled with cameras. His dogs pose as models and a group of men roll a gargantuan ball made out of Moncler jackets up a heap of sand, Sisyphus style. (Sisyphus, according to Greek myth was punished by the gods for his avarice and deceitfulness, having to roll a big boulder up a slope only to see it roll down again, repeating the task for eternity.)


Is this an allegory of the fashion world, told through the unexpected perspective of an advertising campaign for a fashion company? I might be reading too much into it, to be fair, but bear with me. There is the sisyphean quality of endless, mindless, fashion shoots, one duller than the other. There is a photographer who is tired (of it all?) but who keeps his cameras with him in bed like treasured little children or puppies. There are models in animal form, but also, a group of male models helping Weber to get the ball up the hill.


In a world where an ad campaign with a bit of brains makes you feel like Uma Thurman in Pulp Fiction getting an adrenaline shot straight in the heart, Weber’s campaign for Moncler makes it clear that it is possible to do what Juergen Teller has done for Marc Jacobs, even if the brand is a bit more commercial. I mean, I can’t remember the last time I started referencing Greek mythology flipping through the ads of a fashion magazine. Can you?


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Published:
09.07.09 / 11am
Category:
FASHION, POP OF THE DAY
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