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Famous for his work with brands like Calvin Klein, Jil Sander and Prada and the international editions of Vogue, W and i-D, Willy Vanderperre seems to have caught the entrepreneurial bug for his latest project. The photographer is launching the first of a series of “collectable items” — a limited-edition run of only 25 pieces, dropping on the 15th of each month — on his newly created Instagram page and website. The first item will be a €20 ($22) poster featuring an image of #GigiHadid he had photographed for “The Empty House” in the March 2019 issue of Vogue Italia. “I shot that image and thought, wouldn’t it be great if it was a poster?” he muses.
The idea for the project came about as a response to the evolving nature of Instagram. “[It] has become a platform for selling stuff, rather than for sharing stuff,” says Vanderperre. “Before, it’s where you would share things with your friends. Now, every post is sponsored by or in collaboration with [a company]. It’s become an advertising platform.” This spurred the photographer to reflect on his own behaviour. “I wanted to play on that and also take that [business approach] away from my personal page. My personal account will still exist, but it will become even more personal, which is what the platform is meant to be for.” [Link in bio] 📷: @willyvanderperre for @vogueitalia March 2019