Ah, 2004. It was a quieter time, a more innocent time. A time when celebrity chefs were still mainly rotund, clog-wearing types, when the chef-as–sex symbol wasn't such a widely accepted entity, a time when most chefs were in kitchens instead of on television. But Ludo Lefebvre saw the future. And he released a cookbook that was some of the world's first true food porn.
Crave, Lefebvre's cookbook, which featured a smoldering portrait of the chef eating some sexy fruit on the cover, is 10 years old, and it's being reissued in celebration of that anniversary. However, the cover art feels a little out of date, even if at the time it was on the forefront of the hunky-chef paradigm. So Lefebvre is asking for the public's help in designing a new cover.
Lefebvre is self-publishing the new edition, and has decided to crowd-source the design for the updated cover. He's providing two photos that can be used in the cover design, though he's also inviting folks to create a totally original cover if they choose not to use the photos.
The winner gets $2,000, as well as his or her design on the cover. The public will get a chance to vote as well, and the artist with the most community support will get $500, regardless of whether that design is picked by Lefebvre.
Much of the inside art also is being replaced, but fear not. The photo of a shirtless Ludo, emerging from the waves in jeans, holding two fish it appears that he's just bare-handedly wrestled from the ocean? It stays.
“Of course we needed to keep the fish photo,” Krissy Lefebvre, Ludo's wife and business partner, says. “It is legendary.”