Capturing Allure - A Photographic Quest

Almost a year ago, Mogul (Omnicom Group), suggested to Peugeot to use visual arts and particularly photography to develop its brand message around Allure. YellowKorner was quickly chosen as the worldwide distributor and the agency implemented and managed this unprecedented partnership, from digital to retail.

Because PEUGEOT believes the world is better with Allure, the brand decided to step into the world of visual arts. In collaboration with YELLOW KORNER photography, five artists were challenged with capturing Allure. What does Allure represent to them, what does it mean? How does it translate into photography? Each photographer chose their own location and interpretation of the theme, capturing Allure within their own creative universe.
The result is a collection of images that are as unique as they are alluring, and a series of short documentaries following each of their journeys.

TURNING ALLURE INTO A WORK OF ART

Throughout their quests, Teresa Freitas, Mister Fifou, Laurent Baheux, Oliviero Toscani and Laurence Laborie express Allure in different ways, all turning it into a work of art.

Teresa Freitas – The Atlas of Colours
Shot in Morocco
For Teresa, colour is the source of visual pleasure. She embarked on a dreamlike quest to Morocco with her Peugeot 208 to explore the subtle expression of the colours she loves. The result is a floral shoot, in pastel tones, remaining faithful to her delicate and poetic artistic world.

Laurent Baheux – Into the Kenyan wild
Shot in Kenya
Laurent ventured with his Landtrek into the animal kingdom to capture the raw and natural power of allure. His work enthrals us throuh the strength, beauty and pride of the king of the savannah; the lion.

Mister Fifou – Looking for Pride
Shot in Montreuil, France
For over twenty years, Mister Fifou has been the artistic director for countless famous rappers, contributing to over 800 album sleeves. In a deliberately unconventional shoot, he explores urban culture in his 408, to give his unique and electric representation of allure through power and pride.

Oliviero Toscani – Pure Tuscany
Shot in Tuscany, Italy
Oliviero opted to explore Val d'Orcia, Tuscany in his 408 – a region he holds dear. He believes allure can be manmade, his photographs transport us into a world where human intervention blends harmoniously with the natural environment.

Laurence Laborie – Woman to woman
Shot in Lanzarote, Spain
Laurence, a renowned fashion photographer, chose Lanzarote for her quest. Through a glamourous roadtrip in her 308, she captures the feminine allure. Strong, magnetic, enigmatic, charismatic, and modern, her model is the perfect incarnation of allure.