In an attempt to push its image as a premium contemporary fashion label, the John Galliano fashion house has unveiled its first advertising campaign developed by creative director Bill Gaytten in collaboration with Atelier Franck Durand. The brand’s new logo has also been designed by Durand.

The brand, named after British fashion designer John Galliano, makes a radical break from the dramatic, often Gothic-tinged ads it ran under its founder. WWD also reports that the campaign was shot in New York by Inez van Lamsweerde and Vinoodh Matadin. The black-and-white image features Christy Turlington dressed in a draped white silk georgette top and white trousers.

The ad is scheduled to break in the March issues of French Vogue, Italian Vogue, French Elle and Dazed & Confused, among others.