Chablis turns to famous French fashion photographer for publicity campaign

Chablis has recruited the famous French fashion photographer and ex-model Bettina Rheims to create images for a promotional campaign on Chablis. It is mostly lightly clad females and old vines mixed up, all in contorted poses in front of the lens. If they had added an ad text on the pictures the campaign would no doubt have been banned in many countries with ad standards for wine publicity. But it’s an art exhibition, isn’t it, so this is different. Good taste? Judge for yourself on their site. www.chablis-the-french-chic.com The theme is “Chablis, the French chic”. It also includes a promotional video that you can watch on the site. Chic? A matter of taste. Silly, for sure.

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