Photo: Guzman. Louis Vuitton Centennial Collection. Helmut Lang Record Album Case. Grandmaster Flash styled by Basia Zamorska. Hair Danilo Dixo. Make Up Mathu Andersen. Art Direction Maurice Betite at Euro RSCG Paris. Art Buyer Catherine Mahe. French Photo Agent Veronique Peres Domergue.
When Tom Ford joined Gucci in 1990, a new era was born: one that brought luxury goods to the forefront of popular culture. As the return of the double Gs took the globe by storm, in 1997, LVMH’s Bernard Arnault appointed Marc Jacobs as Creative Director of Louis Vuitton to design the company’s first ready-to-wear clothing line.
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To prime the public for this pivotal moment in the esteemed fashion house’s 143-year history, Vuitton’s French advertising agency, Euro RSCG Paris, hired Guzman, the American husband-and-wife photography team of Russell Peacock and Constance Hansen, to shoot the 1996 campaign for the Louis Vuitton Centennial Collection—a celebration of the iconic Monogram Canvas print featuring original clothing designs by Vivienne Westwood, Manolo Blahnik, Azzedine Alaïa, Helmut Lang, Romeo Gigli, Isaac Mizrahi, and Sybilla.
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“Vuitton’s past campaigns were focused on travel. This was a big departure for them,” Peacock says. “They were conservative and traditional. Wealthy people would buy Vuitton but it wasn’t a fashion statement. They wanted to be hip.”
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By the mid-90s, Guzman had achieved recognition creating unconventional advertising campaigns for companies like KOOKAÏ and Tag Heuer as well as shooting album covers artists like Janet Jackson, Jody Watley, and Total. But, as Hansen explains, “We were outside the fashion box. We weren’t reverential. We didn’t understand the respect of the couture. We were working in hip hop culture, and went with what we knew.”
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Guzman. Louis Vuitton Damier Collection. Styled by Basia Zamorska. Hair Danilo Dixo. Make Up Mathu Andersen. Manicures by Bernadette Thompson. Art Direction Maurice Betite at Euro RSCG Paris. Art Buyer Catherine Mahe. French Photo Agent Veronique Peres Domergue.