Renowned fashion photographer Ellen Von Unwerth has brought her distinctive style to the promotional artwork for the upcoming documentary "Melania." This cinematic production, set to premiere this Friday, offers an exclusive and unvarnished perspective on the life of the former U.S. First Lady during the pivotal 20 days preceding her husband's second presidential inauguration. Co-produced and directed by Brett Ratner, known for his work on the Rush Hour series, the film aims to provide an unfiltered look into Melania's public and private moments.
Reports indicate that Amazon MGM Studios has invested significantly, approximately $35 million, in the marketing of "Melania." This extensive campaign includes featuring photographs of the former First Lady on television, billboards, subway stations, and buses. Notably, there have also been large-scale promotional displays on iconic landmarks such as the Sphere in Las Vegas and the historic Duomo church in Florence, Italy, underscoring the film's broad reach and ambitious publicity efforts.
As a central element of this marketing strategy, the photography for the documentary, including the official movie posters, was entrusted to the esteemed fashion photographer Ellen Von Unwerth. Her signature black-and-white images capture Melania in a poised manner, seated with legs crossed and engaging directly with the camera. Another striking portrait showcases Melania in a black turtleneck, her smile gracing the lens, embodying Von Unwerth's characteristic blend of allure and strength.
Marc Beckman, Melania's agent, commented on Von Unwerth's involvement, suggesting that the fashion industry might find it unexpected. He highlighted their previous collaboration on a campaign, noting that the idea of Ellen's participation was met with enthusiasm due to their established professional relationship. Beckman also shared a poignant detail about their connection: Von Unwerth, having been an orphan in her youth, holds a particular affinity for Melania's advocacy within the foster care community, a shared sensitivity that has deepened their bond.
Ellen Von Unwerth stands as a preeminent figure in contemporary fashion photography, celebrated for her powerful and evocative portrayals of women. Born in Frankfurt, Germany, she spent part of her early life in foster care. Her journey into photography began after a stint as a fashion model in her twenties, sparked by a camera gifted by her boyfriend. An impromptu photoshoot with fellow models in Kenya ultimately propelled her into a full-time photography career. Since then, she has become one of the most sought-after photographers globally, publishing numerous photo books and crafting album covers for music icons like Rihanna and Britney Spears.
Von Unwerth's photographic style is characterized by its directness, high contrast, and visual impact, often utilizing a combination of flash and natural light. She emphasizes her intent to depict women in compelling ways, ensuring their autonomy and avoiding objectification. In a 2018 interview with V Magazine, she articulated her approach: "I never force women to do anything, but I give them roles to play so they are always active and empowered." To attend a private screening of "Melania" at the White House on a recent Saturday, Von Unwerth traveled from Europe to Washington, D.C. Typically, Melania collaborates with Belgian photographer Régine Mahaux, who previously captured her official portrait and documented her life during the 2024 Presidential campaign through a limited-edition digital photo series.
The documentary's release marks a significant cultural event, shining a spotlight on the former First Lady through the lens of a world-renowned artist. The extensive marketing, featuring Von Unwerth's iconic photography, underscores the film's ambition to captivate a wide audience and offer a unique perspective on a prominent public figure. The collaboration between Melania and Von Unwerth, rooted in both professional respect and personal connection, adds a compelling layer to the narrative surrounding this much-anticipated documentary.