Pick up any fashion magazine and you’re inundated by campaigns: usually a beautiful, thin woman dressed immaculately, photographed in some glamorous way. But what separates a truly great campaign from the hundreds that clog women’s glossies every season? It’s simple: a great campaign makes you forget that you’re being advertised to. When a great model, a great photographer and a great idea come together, the results are something we remember for years. This is Part I.