Perou’s Dirty, sexy… Jeans

“I am the guy that flies around the world photographing the rich, beautiful and famous people” With those words photographer Perou introduced himself at the beginning of each episode of “Dirty, Sexy things” (you can still catch it on Channel 4 OD if you missed it) and those were the words that first came to my mind when the people from Levi’s told me about their Curve ID events involving a photo shoot with Perou and a chance to interview him. After a few seconds of meeting him, I could have extended that definition to much more: Perou is also a rather approachable and easy to talk to guy from Newick, Sussex, who owns a farm where he lives with his wife and kids and has a genuine interest in people. What makes him such a talented photographer is his ability to bring all that into iconic photographs.

“You have to try on the jeans and then I’ll take a photo of you or two… if you want” he says with a smile knowing that no one in their right mind will refuse a chance to get a photo taken by his expert eye. But how was it for him, the idea of working with normal people, when his day by day glamorous endeavours are full of models and celebrities?

“I was a bit scared at the beginning of the idea of doing public photo shoots but the photos we already took in Italy look amazing and it’s been so far a wonderful experience.  Yes I am used to working with professional models, but these Levi’s jeans make girls look great and girls that look great feel sexy and therefore look beautiful which makes it so easy for me. To be honest the jeans have helped me a lot in this process. My wife never used to wear jeans but she got a pair of Curve ID and now she wears them all the time… she even wears them to bed! which make things a bit complicated for me, but she looks amazing.” 

How did you get involved with this campaign and what attracted you most to the project?

“I think this project and I were really meant for each other. I am interested in real people and I love this concept of jeans that can make women feel sexy and comfortable with the way they look… it is a democratized appeal and it’s great. The idea is to make women look fantastic and make them realise they don’t need to be celebrities or models to feel good with themselves. I usually get asked on interviews who I would like to photograph, and I always say “people”. Each person makes the experience.”

 Tell me about your project of photographing homeless kids.

“The whole idea comes from talking to homeless people and finding out how they feel invisible, so I’m planning to make them visible. I want to photograph them as whole people, part of society: in the same way as I might photograph a celebrity or an actor for a magazine”

After being part in several TV shows (Make me a Supermodel; Dirty, Sexy things) and directing videos and commercials, which of your jobs do you find yourself more comfortable with?

“Definitely photographing. Directing is something I do more because I have to, but doing photos is what I enjoy the most”

What makes a Perou photograph?

“I always say I’m more interested in the content than anything else: function over form. What I bring into my photographs is beauty but it is internal more than external. I’ve worked with incredibly attractive models who were standing in front of me and I couldn’t see them as being as beautiful as the normal people that usually don’t stand in front of a camera. Even during these photo shoots for Levi’s, a lot of people have told me they were afraid to be photographed in jeans but afterwards they felt great and I could see that. I’m simply taking a photograph of how beautiful they feel”

Last but not least, do you have a Sketchbook and what’s on it?

“I do have a Sketchbook. It’s a Moleskine I take everywhere and where I sketch all my ideas for photo shoots. I usually show my clients what I drew and everybody looks at it like “what the hell is that?” I am actually terrible at drawing but that’s why I take photos, because I can’t draw”

Find out more about Perou’s iconic photographs here: http://www.perou.co.uk/ 

Words: Mariana Moyano Menta

Photos: Perou

Levi’s® raising the curve

I have been a fan of Levi’s my entire life. You can’t help but admire a brand whose name became synonym for denim; for coolness and design; a brand that was born amongst the needs of hard working classes and turned an item of practical use into a timeless fashion grail. Even back in the day, when my interest in fashion wouldn’t go any further than pink coloured trainers and a highly questionable hair style; I longed to own a pair of Levi’s jeans. It was on my 12th or 13th birthday that I finally got them: black, straight leg, modern rise. The LEVI’S & CO tag in the back of the waist line was considerably bigger than the delicate and more elegant ones Levi’s jeans sport today; but I couldn’t care any less for demure demonstrations of branding: I had a pair of Levi’s at last!

Sadly, as I grew up and my shape changed, I could never find a pair of Levi’s that fit me that well. Eventually I gave up on my search, resigning to the indisputable fact that my body was never gonna be the same as it was when I was 13; and that maybe Levi’s jeans simply weren’t cut for women with Latin American curves. Don’t get me wrong, I’m no Beyoncé, but no matter what model or size I tried, they were always more flattening than flattering. You can imagine then my joy when I received an invitation to try the new LEVI’s Curve ID line. Could my love for Levi’s finally be restored?

In the last couple of years, as consumers have fully stepped into on line shopping era; more and more effort has been put on teaching us how to fit into the perfect jeans. Net a Porter has a whole measuring guide that explains in detail how to find your correct size and My Wardrobe launched the Denim Bar last year, offering the same concept. Never an easy task, choosing the wrong size or style for our loyal denims has a big impact on customers’ experience: delivery costs; lack of immediacy; detriment on interest and ultimately the decision that jeans are still one of those things that you have to buy in person.

LEVI’S is offering its customers the chance to be fitted by their in-store fitting specialist and advised about what style and size is the perfect for them. It takes only a few minutes to measure your waist, seat and hips but if you wish you can book an appointment in advance. The result will determine if your curve is Slight (for straight figures), Demi (shapes with even proportions), Bold (more pronounced curve, usually the one that creates a gap in the back), or Supreme (curviest shapes that will require a higher rise). This is taking shopping experience to a new level, and in times of recession, when every item purchased involves a money conscious decision for most people, offering expert advice that what you are buying is an intelligent purchase, it’s crucial.

The fact is, it’s not YOU who need to fit into your jeans, but YOUR JEANS that need to fit YOU perfectly. That’s CURVE ID it’s about: know your body, appreciate your shape, chose your style and you will love your jeans again. Levi’s promise is that you will love them so much; that you will wish to be photographed in them so they invited celebrity photographer Perou, who has photographed the likes of Jessie J; Justin Timberlake; Katy Perry and Jeff Bridges to be part of the “Mirror, Mirror what’s my Curve ID?” events. Buy a pair of jeans; get styled by a team from Gazia Magazine, and your picture will appear in the LEVI’s CURVE ID photo gallery. The only part missing now is you, bringing your curves into the pot, to prove if Levi’s has finally created jeans for everybody.

And I have found my perfect Levi’s® once again.

Catch up with the “Mirror, Mirror what’s my Curve ID” events and get photographed by Perou

House of Fraser – London October 18^th and 19^th

Levi’s Flagship Store – Regent Street, London October 20^th

Words & pictures 1,2 & 3: Mariana Moyano Menta

Pictures 4,5,6 & 7 : Perou