Whenever a celebrity dons a feather and long braids for a photo shoot, or a fashion brand releases a gaudy collection of "totem pole print" tracksuits, bloggers like Metcalfe and Keene are slammed with questions about why they're offensive.
For the last three years the French wine and spirits giant, whose portfolio includes Absolut vodka, Chivas Regal scotch and Malibu rum, has invited an up-and-coming fine art photographer to shoot a series of portraits for its annual report, building a one of a kind collection in the process.