Presley Gerber on starring within the new marketing campaign for Celine’s Eau de Californie
Within the new marketing campaign for Celine’s Eau de Californie perfume, Presley Gerber assumes the mantle of cinema’s insurgent heroes
Eau de Californie is an ode to the place inventive director Hedi Slimane known as house for over a decade.
For Slimane, creating fragrances has all the time been an train in atomising reminiscence and his mark is evident throughout Celine perfumes. Take Bois Dormant, a mix of bergamot, white orris butter, and vetiver impressed by his days as a 19-year-old spent wandering round London searching for the proper double-breasted flannel blazer and listening to vinyl information; or Rimbaud, a powdery, lavender scent impressed by days spent studying the poet in his early teenagers.
Eau de Californie is a distillation of Slimane’s time dwelling in LA. A potent mix of woody palo santo, creamy white orris, and heady patchouli and tree moss, it’s a contemporary scent difficult by resinous and smoky notes.
Over the course of his profession, Slimane has extensively documented a gritty subculture of California. His black and white photographs present musicians, skaters, and surfers with peroxide blond hair and tattoos, typically lounging on unmade beds or hanging round boardwalks.
It’s a cinematic world, however yet another consistent with the brooding, iconoclastic idols of Fifties and Sixties cinema (James Dean, Marlon Brando, Steve McQueen) than the celluloid idealism of right now.
The brand new Eau de Californie marketing campaign, directed by Slimane, is an extension of these earlier photographs; depicting mannequin Presley Gerber (himself a California native) taking part in pool, brooding in a pick-up, driving by means of the desert, searching into the ocean.
Gerber lithely assumes the mantle of Dean and Brando’s insurgent hero, although he discovered the expertise nerve-racking at first. He advised us: ’It had been some time since I used to be in entrance of the digicam. I used to be nervous, but excited, however when the photographs got here out, I used to be blown away with how Hedi captured the day.’
’The expertise capturing the marketing campaign was unimaginable,’ Gerber continues. ‘Working with Hedi, and studying a lot from him. I actually respect these moments the place I get to be taught from wonderful folks.
Requested if the fragrance reminds him of house, Geber says, ‘Sure completely, as a result of it jogs my memory of all the things California, from Joshua Tree to the place the mountains meets the ocean (which is what the locals say).’ §