The photographer renowned for capturing images of celebrities that have graced the covers of elite magazines like Vogue and Vanity Fair is now embarking on a unique collaboration with Ikea, sparking considerable intrigue.
Approached by Ikea during the pandemic, Leibovitz expressed that this venture was akin to a “dream project” for her, focusing not so much on her affinity for affordable home goods (though she did mention purchasing plates for a niece’s wedding gift) but rather on the thematic core of the assignment – family.
Traversing seven countries, Leibovitz embarked on a journey to document diverse interpretations of family life, resulting in around 20 poignant photographs. The culmination of this collaboration was unveiled at an event during Paris fashion week, where Leibovitz’s captivating works took center stage. The exhibition space, complemented by a shop and cafe, will remain accessible to the public until March 3rd.
Exploring varied notions of “family,” Leibovitz encountered compelling scenarios such as communal living arrangements, tri-parenting dynamics, and intergenerational cohabitation, each narrative offering a profound glimpse into the subjects’ daily lives. Reflecting on her experiences, Leibovitz remarked, “There was a thought that this was about the home. It really was about these people’s lives. It was so powerful and emotional to go into these people’s lives.”
While Leibovitz is predominantly associated with the elite and famous, she maintains that her approach to photography sessions remains consistent regardless of the subject’s celebrity status. She emphasized, “I don’t take any sitting any more important or less important. It’s almost a little bit of a curse – we do everything with exactly the same intensity.”
Having commenced her career in the early 1970s contributing to Rolling Stone magazine, Leibovitz, now in her mid-70s, continues to find fulfillment and excitement in her craft. She highlighted the enriching aspect of aging, stating, “One of the things that’s not talked about enough is it gets so much more interesting to be older. You know what you’re doing.” Sharing a valuable lesson, she added, “I don’t spend a long time with a subject [any more]. If you’re not getting it [the picture] right away, you should come back.”
In addition to her own body of work, Leibovitz has mentored six aspiring photographers, guiding them in projects centered on the theme of home, with their creations showcased alongside hers. From Praise Hassan in Nigeria capturing her friend’s abode to Toma Hurduc in Romania documenting domestic life with his partner and pet, each mentee’s perspective adds a unique dimension to the narrative. Particularly poignant are the images by Elena Kalinichenko from Kyiv, Ukraine, depicting a friend amidst the remnants of her former home and a poignant sign leading to a bomb shelter.
Leibovitz joins a lineage of fashion luminaries associated with Ikea, following the footsteps of Virgil Abloh, the revered designer who collaborated with the brand in 2018. Noteworthy creations from this collaboration included a poster resembling an oversized Ikea receipt and a mat inscribed with “Keep Off” in Abloh’s distinctive Helvetica font.
Ikea’s iconic blue Frakta bag also left a mark on the fashion world, inspiring a Balenciaga design in 2017 priced at £1,600. In response to the ensuing uproar, Ikea humorously promoted the authenticity of their “real” Frakta bag in an advertisement, emphasizing its modest $0.99 price tag and playfully stating, “if it rustles, it’s real.”