20 July

Exclusive : Gucci join forces with the photographer Martin Parr

 

Gucci exclusively reveals its new Instagram project on Numero.com created in collaboration with the legendary Martin Parr. Numéro asked the British photographer a few questions as the campaign is released.

By The editorial team

Visual from the new Gucci campaign, #TimeToParr photographed by Martin Parr. In Rome near the Biblioteca Angelica.

Probably the most caustic of documentary photographers, for the last 30 years Martin Parr has been portraying our consumerist societies with a technicolour vitriol. From international tourism and the popular, concreted beach resort of New Brighton to gaudy junk food and high society cocktail parties… The British photographer affirms his biting humour and subjectivity worthy of a true auteur once again with a series of shots commissioned by Gucci.  

 

With #TimeToParr, the Italain house has invited Martin Parr to photograph its collection of watches at some of its favourite places, the Gucci Places: Chatsworth House in Derbyshire, Bibo in Hong Kong, Waltz in Tokyo, The Biblioteca Angelica in Rome, Maison Assouline in London, the County Museum of Art (LACMA) in Los Angeles, the Castello Sonnino near Florence, its own Gucci Garden and Dapper Dan’s atelier in Harlem… A long and gorgeous journey for this special project conceived for Instagram.

Visual from the new Gucci campaign, #TimeToParr photographed by Martin Parr.

Like most of Martin Parr’s work, the stars of this project are unknown: the employees or owners of these “Gucci Places”, the visitors and tourists… These travel diaries expose Martin Parr’s love of the unexpected, his fascination for reality and quite often, the ridiculous. 

With the release of this new campaign, Martin Parr answered a few of our questions:

 

Which of the Gucci Places (favourite places of the house where you shot the visuals) most piqued your curiosity?

Martin Parr: The Castello Sonnino, near Florence, a home that’s belonged to the same family for generations. The owners were the most amazing characters bursting with energy, it was a joy to photograph them. 

 

How do you create an image? Do you carefully craft every aspect of the photograph or are you happy to seize the moment? 

I never put anything in place beforehand, I’m a naturally curious person who uses photography as a means to capture the world as I see it at that instant.

Visual from the new Gucci campaign, #TimeToParr photographed by Martin Parr. In Harlem, near the Dapper Dan atelier.

What do you think the success of Instagram says about our society? And more generally the fact that anyone can take a photo anywhere and at any time?

I remain fascinated by our need to photograph everything we do, see and taste. The photographic recording and this irrepressible desire to share it has practically destroyed the experience itself. Tourism is the most obvious example. 

 

How do you know if a photo is good? How do you choose a particular photo from the same series, and what makes for good Instagram photos?   

You have to take quite a few pictures before getting the right one. I edit the images quickly after taking them and I look for visuals that best describe what I both saw and felt. 

 

 

Visual from the new Gucci campaign, #TimeToParr photographed by Martin Parr. Alessandro de Renzis Sonnino, owner of the Castello Sonnino in Montespertoli (Florence).

Visuel de la nouvelle campagne de Gucci, #TimeToParr photographiée par Martin Parr.

Visuel de la nouvelle campagne de Gucci, #TimeToParr photographiée par Martin Parr.

In the Waltz neighbourhood in Tokyo.

Visual from the new Gucci campaign, #TimeToParr photographed by Martin Parr. LACMA in Los Angeles.

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