Hermès has an original initiative commissioning photographers to take over its Instagram account. The first to have played along last year is David Luraschi, who received more than 41,000 likes on one of his images.
Used to collaborations with international fashion magazines and ads for prestigious brands, David Luraschi is not a typical photographer. If you want to see his images, there is no website but a blog and Instagram account. Whether it is in his assignments or his personal work, his approach is constant; his narrative conception of photography, that he considers “do it yourself mythology”, makes his style immediately identifiable. He knows how to capture the spirit of the times, sometimes through sophisticated staging, sometimes with snapshots. It is often comical, sometimes surrealist, other times ordinary…
This Franco-American, who lived in California before moving to France, studied film and has a diploma from ECAL in Switzerland. It is a dual training whose effects can be felt in his work. David Luraschi likes experimenting all while bearing in mind that photography is a tool for documenting the world. Thus, even if his subjects are often not dramatic, like a passerby in the street, his way of photographing is original, like in a long series where he only captured the back of his subjects.
So, when Hermès asked him to take over its Instagram account, the majority of the time he did not use a telephone to take the photos, but chose a Leica. “For this assignment, I had carte blanche,” he says. “I went to seven different countries. The United States, Australia, Argentina, Switzerland… to photograph the new window displays of a Hermès boutique, as well as a fashion show or the everyday life of the brand’s collaborators…” The diversity and freedom to do what he wanted allowed him to exert his style in an area between fiction and reality. A success!
David Luraschi on Instagram :
