Shot in the Californian desert of El Mirage, these photographs were created for CHARLES JOURDAN 2004 fall/winter campaign.
Like they did it in the past with famed photographer Guy Bourdin, the prestigious French shoe company gave “carte blanche” to Laurent Elie Badessi, so he would be able to conceive this campaign as an art project.
Badessi took his inspiration from classic Greek and Roman mythology. The surrealistic settings of the photos, open the door to fantasy and convey the idea that these shoes make a woman feel sexy, empowered and confident in any circumstances.
“The Abduction of Ganymede”
This is the myth of Zeus, the most powerful of all ancient gods, who felt madly in love with Ganymede at first sight and changed himself into an eagle so he could carry Ganymede back to Mount Olympus with him.
In this new version by Badessi, Ganymede is a woman who wears only Charles Jourdan shoes, giving her the confidence to take total control of the situation, becoming as powerful as Zeus, the ruler of both heaven and earth.
“Diana the Huntress”
The most beautiful of all the female gods, Diana, is the inspiration for this new image of female power. Often featured with her dog in the woods or by the water, Badessi’s version of Diana has her resting in the desert confidently awaiting the arrival of the voyeur prince, while keeping her obedient pet at attention with her new animal-print Charles Jourdan boots.
“Narcissus and Echo”
This is the depiction of an impossible love because of vanity.
For this photograph, Badessi was inspired by the classic story of Narcissus who became obsessed by the reflection of his own image in water.
In this new version, Echo, who now feels empowered wearing Charles Jourdan shoes, has blindfolded Narcissus. She is able to take control of the situation to save both Narcissus’ life and their impossible love.
This series of photographs is part of the permanent collection of Le Musée des Arts Décoratifs - Le Musée de la Publicité, in Paris (Louvre).
©The CHARLES JOURDAN project (2004) by Laurent Elie Badessi is registered at the Library of Congress, Copyright Office.