• by Sarah Mahoney  @mahoney_sarah, September 12, 2016

H&M is releasing a peek inside the ad campaign for its new Kenzo X H&M collection, with luminaries like supermodel Iman and actresses Chloë Sevigny and Rosario Dawson. But the campaign’s biggest star may be its creator, famed photographer and graphic artist Jean-Paul Goude.

Goude, also known as “the French Correction” for his sliced-and-diced portraits, made his name decades ago as an art director at Esquire. Photos of ’80s icon Grace Jones, his muse, made him a fixture on the Studio 54 scene. And more recently, he shot Kim Kardashian’s Paper cover back in 2014, the one that famously promised her hind parts would break the Internet.

The H&M campaign, which breaks Oct. 17 in advance of the collection’s Nov. 2 introduction, will include print and billboards, and focuses on seven different personalities. In addition to Iman — widow of singer David Bowie — Sevigny and Dawson, it also includes hip-hop stars Chance the Rapper and Suboi, composer Ryuichi Sakamoto, and activist Xiuhtezcatl Martinez, who heads up Earth Guardians.

H&M, which relies on limited-edition partnerships with high-end designers to build its cheap-chic buzz, began teasing fashionistas earlier this summer with images of the new clothes, photographed on a handful of influencers, including student activist Amy Sall, DJ/artist Juliana Huxtable, and performance artist Oko Embombo.

But it’s been a tough go of it lately for the Swedish retailer, struggling with the same consumer reluctance dogging many fashion brands. In its most recent quarterly results, its sales rose 5%, which CEO Karl-Johan Persson described in its announcement as “significantly below our plan.” It says part of the slowdown was weather related, but steep markdowns in the U.S. also pressured results.

Kenzo, based in Paris, is owned by luxury powerhouse LVMH. And in its most recent financial results, it says sales at Kenzo — where dresses might cost $2,000 instead of $50 or less for a typical H&M outfit — “showed strong growth.”