Guy Bourdin, Paris Vogue 1975, Chloé autumn-winter 1975 collection ©The Guy Bourdin Estate, 2017 / Courtesy A + C

Most people aren’t aware of Guy Bourdin’s close relationship with the fashion house Chloé, but between the late 50s and late 80s, the brand was interpreted through the lens of the French artist and photographer more than anyone else. The inaugural exhibition at the newly opened gallery space, Maison Chloé in Paris celebrates Bourdin’s wild and seductive world through a collection of emotionally charged images that challenge both stereotypes of femininity and fashion photography.

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Guy Bourdin, Paris Vogue 1970, Chloé spring-summer 1970 collection ©The Guy Bourdin Estate, 2017 / Courtesy A + C

In one image women lie draped languorously across a bed playing cards, whilst another depicts a hotel room cocktail party with a man in his underwear being chased out by a policeman in a background. Rather than pouting, staring with glassy indifference into the camera, the models are dramatically engaged in the scene creating an atmosphere that’s cinematic and completely captivating. Alongside the prints are the clothes and accessories Bourdin photographed as well as copies of the magazines the images originally appeared in, most often Vogue Paris, and a curation of Bourdin’s photographs for other fashion campaigns, including for French shoemaker Charles Jourdan. It’s an interesting insight into the development of Chloé’s dreamy, bohemian aesthetic, Bourdin’s creative vision and perspectives of mid-century women.

Millie Walton

“Femininities—Guy Bourdin” runs until 6th September 2017 at Maison Chloé, hotel particulier on 28 Rue de la Baume, Paris and re-opens during FIAC and Paris Photo from 18th October until 18th November 2017.