Review of Jean Paul Gaultier “Scandal” Spring 2024 Ad Campaign by Photographers Thaddé Comar and Gorka Postigo Breedveld and Videographer Luka Arbay with models Gigi Goode, Gottmik, Raya Martigny, Violet Chachki, Luis Borges, Margaret, Nathy Peluso, Gleb Abrosimov, Mei Pang, Bonnie Strange, Sophia Hadjipanteli, and Tish Weinstock
It’s a scandal in the Alps: Jean Paul Gaultier celebrates its Scandal perfume with a cross-country train ride featuring an eclectic and eccentric cohort of some of today’s fiercest internet fashion icons. The decadent scenes were captured by photographers Thaddé Comar and Gorka Postigo Breedveld and videographer Luka Arbay.
The cleverly conceived digital campaign invited a group of talented and stylish creative individuals on the luxury train Venice Simplon-Orient-Express from Paris to Venice. These stars include drag queens Gottmik and Violet Chachki, visionary makeup artist Mei Pang, actor and singer Bonnie Strange, fashion editor Tish Weinstock, model Sophia Hadjipanteli, and more.
As these individuals take over the sumptuous cars of the VSOE, scenes of glamor and indulgence unfold, bringing the heady scent of Scandal to life in images.
The campaign forms a brilliant take on influencer marketing strategy. By conceiving the event as a journey, the approach takes on a deeper narrative structure than if this had just been a typical star-studded launch event. We feel like we’re watching what is both a reality show featuring some of the most interesting fashion-adjacent queer internet icons of today and a high-caliber cinematic adventure. Thanks to the wide range of stars, each of whom has a strong social media following, this story of locomotive adventure will engage a broad audience.
Cleverly balancing a mockumentary approach with real talents and cinematic visuals, Jean Paul Gaultier embarks on a uniquely successful digital campaign.
Jean Paul Gaultier Creative Director | Florence Tétier
Photographers | Thaddé Comar and Gorka Postigo Breedveld
Videographer | Luka Arbay
Models | Gigi Goode, Gottmik, Raya Martigny, Violet Chachki, Luis Borges, Margaret, Nathy Peluso, Gleb Abrosimov, Mei Pang, Bonnie Strange, Sophia Hadjipanteli, and Tish Weinstock
Location | Venice Simplon-Orient-Express