I have been highly critical of most of Karl Lagerfeld’s ads and movies, because they don’t even attempt to prioritize human relations over consumption of products.  Historically, there has been no intimacy in the advertising, which remains the case in Chanel’s Spring 2011 campaign.

Baptiste Giabiconi parades around like a peacock god in most Lagerfeld editorials, and Karl holds all emotion in check, having women do as they are told. Sensuality and passion are absent, as if Lagerfeld finds them distasteful — at least between heterosexual couples.

This is why I was fascinated a few weeks ago, watching Baptiste in his cowboy video debut.

On his own artistic terms perhaps, Baptiste fights for the girl and gets her. He kisses her with passion, leaving me with a big smile on my face. It’s nice on occasion to see human connection in advertising, although the music video wasn’t a commercial luxury seduction statement.

Le Lettre | Magdalena & Baptiste Giabiconi | Karl Lagerfeld for Hogan