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Hans Ulrich Obrist and Matthew Slotover launch their modelling careers

13 January 2016

Introducing Rakewell, Apollo’s wandering eye on the art world. Look out for regular posts taking a rakish perspective on art and museum stories.

Ever wondered where Frieze publisher Matthew Slotover gets his threads? Pondered the mystery of Hans Ulrich Obrist’s inimitable style? If so, trouble yourself no longer.

Italian menswear brand Brioni has unveiled its Spring/Summer 2016 ad campaign, and goodness it’s a sight to behold. In a continuation of the its ‘creative minds’ campaign by Collier Schorr, the label has roped Slotover, Obrist, Daniel Buchholz, and artist Oscar Tuazon into strutting their stuff in a series of tastefully moody photos.

Though the distinguished quartet may not be the most obvious of clothes horses, they’re in good company. Brioni’s campaign last season featured the posing talents of artists including John Armleder, Karl Holmqvist and Seth Price. Elsewhere, Cindy Sherman has designed and appeared in ads for Comme des Garçons and Balenciaga, while Marina Abramovic has lent her services to Givenchy and, bizarrely, Adidas.

However, the master of the art/fashion campaign crossover remains Marc Jacobs. The New York designer captured the Rake’s imagination when he commissioned Juergen Teller to snap William Eggleston writhing in a bed with actress Charlotte Rampling. But this was as nothing compared to his autumn/winter 2011 campaign. For this series, Cerith Wyn Evans was pictured larking about naked, save for a bouquet of helium balloons and a pair of riding boots.

But it’s early days yet for HUO and chums, and Rakewell can only hope it isn’t a one off. Should the four Brioni stars wish to pursue their new sideline, Cara, Kate, Gandy et al would be well advised to seek alternative employment.

Got a story for Rakewell? Get in touch at rakewell@apollomag.com or via @Rakewelltweets

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2 comments

  1. William Eggleston is not dead lol

  2. Thanks for your note – we’ve amended the piece!

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