Recontextualized Fashion Editorial – Pachamama

Thierry Le Gouès, Pachamama (Meghan Collision & Solange Wilver), Cuzco, French Revue de la Mode, 2010

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Le Gouès attempted to directly relate and connect the models with the locals, without the mediation of a traveler/tourist’s status, by using an ethnographic voice. By alternating black and white photos of the locals in their daily occupations with frames of the models, he attempted to infuse an aura of authenticity in his editorial. In contrast, Testino’s Peru editorial was conveying authenticity to the travel narrative of the models, not to the actual depiction of the locals. Furthermore, Le Gouès deliberately chose to display the models either higher or in front of the locals, thus relegating Otherness to the status of prop.

The contrast between the Us and Them locates the immaculate White, Western, rich, tall, and skinny models in a position of dominance and power over the poor, untidy, dark-skinned, and stubby Peruvians. Distinguishing cultures further distances races. The “First world” models are portrayed as attempting to be integrated in the Peruvian “Third world” culture but are not actively involved in achieving daily labours. They are passive witnesses posing for the camera and utilizing Otherness solely to draw a parallel between the clothes and the environment. In contrast with Testino’ photo, Meghan is posing in front of lamas and only her furry accessorises are visually interacting with the animals, emphasizing their comodyfied nature.

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Meghan is posing in front of lamas and only her furry accessorises are visually interacting with the animals, emphasizing their comodyfied nature.

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By alternating black and white photos of the locals in their daily occupations with frames of the models, he attempted to infuse an aura of authenticity to his editorial.

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The “First world” models are portrayed as attempting to be integrated in the Peruvian “Third world” culture but are not actively involved in achieving daily labours.

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Le Gouès deliberately chose to display the models either higher or in front of the locals, thus relegates Otherness to the status of prop.

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The contrast between the Us and Them locates the immaculate White Western rich, tall, and skinny models in a position of dominance and power over the poor, untidy, dark-skinned, and stubby Peruvian. Distinguishing cultures further distances races.

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  1. […] Thierry Le Gouès, Pachamama (Meghan Collision & Solange Wilver), Cuzco, French Revue de la Mode, 2010. […]



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