Artist: New Order
Photographer: Juergen Teller
Model: Nicolette Krebitz
Art Director: Peter Saville
Label: London Records
The Get Ready campaign, launched in 2001 to accompany New Order’s critically acclaimed album, extended far beyond its musical core, serving as a comprehensive cultural moment. At its visual heart, Juergen Teller’s photography captured Nicolette Krebitz in Helmut Lang painter jeans, her stark, edgy presence defining the era's minimalist aesthetic. Peter Saville’s art direction reinforced the stripped-back yet industrial tone of the album, translating it into album covers, promotional materials, and advertisements that bridged music, fashion, and visual art.
The campaign included a suite of physical releases, from the standard CD and vinyl editions to limited deluxe formats featuring alternate cover art and additional content. Merchandise such as T-shirts, posters, and tote bags drew from Teller’s images, amplifying the gritty yet chic mood of the album.
In addition to the album’s promotion, Get Ready had crossover elements in film and media. The track “Crystal” appeared in music video channels with its iconic fictional band sequence and made its way into movies and TV, further embedding the campaign’s influence in early 2000s pop culture. Coverage in magazines such as The Face and Dazed & Confused dissected the campaign’s artistic vision, often highlighting Krebitz’s role as a muse and Teller's role as a provocateur.
