Although we have (thankfully) moved on from February and the Hallmark holiday that fills singletons everywhere with dread and horror, I must painfully bring us back one last time to view V Magazine's "Happy Valentines Day" movie; a video directed by Justin Wu. Regarded as a well-esteemed and admired fashion photographer/film director based in Paris, his video successfully dropped the jaws of girls everywhere (And assumedly most men, judging by the stunning models such as Andrej Pejic in the film).
My personal highlight was 35 seconds into the video. I could frame that moment and keep it stashed away indefinitely; Francisco Lachowski looking up into the eyes of a beautiful woman, smoking a cigarette and looking extremely pleased with himself. This moment encapsulates the sultry mood of the entire film, yet stockings and red lipstick had nothing on this one prop; the cigarette. The video will have certainly successfully promoted V magazine, yet were we the victims of subliminal messaging in the process?
This is not the first time Justin Wu has taken this approach; by browsing through his work you often see his male models embracing their inner bad boy and smoking cigarettes. Here we see the model Malte Paulsen posing for Têtu magazine, a gay magazine published in France.
Smoking is often used in music/fashion and this is a classic example of using the fashion industry and advertising world to promote the habit; essentially it is romanticising the cigarette. Is this wrong? Probably, but if Francisco Lachowski was staring you in the eye whilst sensually sucking on a Malboro Light, would you REALLY care enough to turn him down? My guess is no...
Take a look at the video and share my enjoyment -
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