Avedon's commercial advertisement for the Japanese womenswear brand Jun Ropé features an innovative and unexpected approach to the genre that reflects the famed photographer's exceptional signature style. Opening onto a behind-the-scenes look at a photo shoot, the camera follows the supermodel Veruschka as she transforms from a suit-clad, mustached character in drag to an unabashedly glamorous fashion icon dressed in a designer gown and posing for Avedon himself. While initially produced for a commercial client with the leading industry talents of the day, the video underscores the artist’s savvy understanding of the performative—and ultimately flexible—nature of social constructions of gender, femininity, and the self.
