CELINE BY JUERGEN TELLER

This week has seen a series of powerful fashion houses unleash advertising campaigns for their latest collections - from Adriana Lima at Miu Miu to Edie Campbell for Alexander McQueen, the variety of models, photographers and images used has been intriguing. This post is based on one of my all-time favourite campaigns, Céline's S/S 2010 collection, shot by Juergen Teller. 

Dutch photographer Teller is renowned for his simple, humanist approach to photography. His images tend to be minimalist with little in terms of background, leaving the camera to focus entirely on subject. He has produced iconic images of supermodels such as Kate Moss and Devon Aoki, making him the perfect choice for the chic French fashion house. 

What is also interesting is that S/S 2010 was the first season that saw Phoebe Philo acting as creative director of Céline, a pivotal moment for the brand. Philo's new brand of minimalism help sales soar and return the brand to the mainstream - with an emphasis on streamlined silhouettes, neutral colours and timeless accessories, the collection won the brand a legion of new fans. 

The choice to photograph lesser-known models such as Lisanne de Jong in the campaign was a clever one - there was little focus on the personalities involved in the images, meaning that the clothes were left to speak for themselves. The stark white background and slicked-back hair combined with the soft focus of the lens combined to create a strikingly chic series of images, all of which cemented the definitive aesthetic that has been associated with Céline ever since. The campaign truly marked the beginning of a new aesthetic and a new era for the brand - it will be interesting to see if any of the A/W 2013 campaigns will age as well as this.