Review of Jean Paul Gaultier ‘Fashion Fiction’ 2024 Ad Campaign by Photographer Petra Collins with model Jerry Hall
Jean Paul Gaultier celebrates its legacy of larger-than-life stories and the legendary muses who embody them with its new “Fashion Fiction” campaign. The imagery stars legendary model Jerry Hall, who is dramatically lensed by photographer Petra Collins.
Collins’ imagery draws on the visual language of late-80s cinema (which, of course, Gaultier had a big hand in shaping through his iconic costume designs) and experimental theater. Boosted by great set design from Afra Zamara, Collins frames Hall in a nocturnal and nostalgic world, transforming abstract interiors into a cabaret bathed in red lights and dramatic shadows. Hall’s energy, of course, is spectacular; she is an oracular muse, a prima donna with nothing to lose. In one image, Collins herself makes a cameo, standing astride a languorous Jerry Hall and photographing her from above, suggesting a striking sense of fourth-wall-breaking meta-imagery that carries forward the concept of the campaign’s title.
Bringing together icons long-established and emerging, the campaign is a delightfully bold and dramatic tribute to JPG’s iconic history of bringing fashion fantasy into reality – and confirms that this history is still being made today.
Jean Paul Gaultier Creative Director | Florence Tetier
Photographer | Petra Collins
Model | Jerry Hall
Stylist | Samia Giobellina
Hair | Charlie Le Mindu
Makeup | Thomas de Kluyver
Manicurist | Lora De Sousa
Casting Director | Piergiorgio Del Moro
Set Designer | Afra Zamara