CURATED BY PATRICK SWIRC

Patrick Swirc is a photogapher and amongst his most famous photographs are particularly the portraits of celebrities, commissioned by le Monde or the Cannes Film Festival ….Patrick Swirc has a talent for removing the masks: behind his lens, he uniquely captures the feelings of men and women. At Rencontres d’Arles in 2008 he presented a more personal selection of photos organized as a diary. Patrick Swirc has worked with LFG ever since our first advert which launched the brand image in 2006. The photographer does not particularly like children but Paul and him instantly clicked! Paul, then was one and half years old and was and still is captivated by the authoritative instructions of the photographer, here. Patrick took advantage of it and made him put a finger up his nose here then his head upside down there ; Paul is still always laughing and has never been so happy! Each season, Patrick Swirc collaborates a little more with the Little Fashion Gallery, his ability to transform the image of Paul and capture a new mood each shoot allows us to reinvent the brand image. For Spring/Summer 2010, we were inspired by the portrait he did of Al Gore; this photo was commissioned by the newspaper le Monde, and Patrick Swirc pictures his face in such an impromptu manner and through pure megalomania. The LFG version, will be Paul vs Paul: “ Paul plays two roles , child and monster…..”