Fashion photographer Steven Klein provokes
In the fashion world he’s known as an provocateur, creating images that effortlessly intrigue and shock the viewer.
He’s also photographed some of the most famous faces in the world: Madonna, Kate Moss, Brad Pitt and Lady Gaga to mention a few.
Steven Klein’s photographs don’t just land on the covers of publications like Vogue, W and Interview, his highly imaginative view of the world has many global luxury brands like Dolce & Gabana, Jimmy Choo, Alexander McQueen, and Balenciaga employing his celebrated talents for their advertising campaigns.
This week North Americans and Brits will have noticed a new collection of his work displayed in public spaces when the luxury gym chain Equinox launched its new year campaign with the catchphrase “commit to something.”
Klein was commissioned to photograph the campaign — bringing to it his distinct bold interpretation of contemporary cultural issues.
Q: What attracted you to the Equinox project?
A: It appealed to me because it deals with current social issues and creating a photograph that provokes questions and informs. It is examining the physical body through a vehicle of current social norms. Commitment is an important thing to me on all levels. I love creating narratives, whether in a still image or a film. It is a perfect opportunity to create dynamic stories.
What was the brief you were given for the campaign? Do you feel you achieved what you set out to do?
“Commit to something” came to me as a very strong message universally, using diverse and unique narratives of something that could seem from the ordinary to the extraordinary. For me it’s a scene from a movie that is in two dimensional storyboard form. Then I proceeded to create the environment, cast the actors, and create the action.
Which image resonates most personally for you?
The image of Samantha (Paige, who had a double mastectomy). It is brave and daring on both Equinox’s and Samantha’s part, to show a woman that decided that the physicality of having breasts was not important to feel good about yourself. Today people are over-consumed with their exterior physicality.
How has working with so many iconic fashion brands and models affected how you define beauty?
Ten years ago it was about the male lean muscular body and purely about the esthetic of examining and photographing the so-called perfect bodies.
Now it is much more complex and about commitment, which is in itself a much stronger statement. Most fashion brands are interested in seeing their product.
It is not based on a bigger picture, or a lifestyle.
Where Equinox is actually trying to render a statement of their philosophy. They want to deliver a message instead of showing a product.
Where do you see beauty or seek it out?
(When it comes to casting) I am looking for all kinds of talent. Some are models, some are actors, some are real people. It depends on each scenario.
For example, Diego who was in the bees image. We looked for many people until we found him. And by coincidence, he has an obsession with bees. He was perfectly fine with having a few thousand bees on his body at once.