Best known best for her starring role on "The O.C.," and more recently the film, "Jumper," Bilson's latest act is fronting the campaign for her clothing line Edie Rose for DKNY Jeans, launching for back-to-school.
Shot in New York at Pier 59 Studios by Mikael Jansson, the campaign was conceptualized by Trey Laird, president and executive creative director at Laird + Partners.
"DKNY Jeans ads are usually sort of abstract, with a bit of the roughness of New York," he said. "Donna [Karan] really wanted to push the fashion envelope with this campaign and take it to the next level."
The campaign features Bilson and models Fabienne Vanderhaeghen, Regina Feoktistova and Giedre Dukaskaite. It showcases the collection against a New York-inspired backdrop — brick walls, steel beams and street signs — that has become the signature for the look of DKNY Jeans. Laird said Bilson had a lot to contribute to the image of the campaign.
"She was really hands-on with the entire process," he said. "She, with the help of stylist Tabitha Simmons, made the clothes come to life in such a youthful, authentic way, which is so true to Rachel's own personal style — always youthful, but appropriate."
The Liz Claiborne-owned DKNY Jeans announced the deal to launch a line with Bilson in March. Kevin Monogue, president of DKNY Jeans, said at the time the collaboration would help guide the brand toward capturing a more fashion-forward customer.
"Our customer has a real emotional connection with Rachel, and she's always on the best-dressed lists, so it seemed like such a win-win for us," Monogue said. "Rachel has real personal style and she is very involved in every step. You can really see that in the collection."
The Edie Rose for DKNY Jeans line consists of about 15 pieces for the launch, including a sportswear mix of button-down tops, sweaters, jackets, T-shirts, dresses and two jeans styles — a straight leg and a skinny leg, both available in a dark wash. Monogue said the line is different from the DKNY Jeans collection, because it is being made mostly in a simple black-and-white palette, with the occasional yellow as a pop color.
The Edie Rose for DKNY Jeans line will be sold in junior departments at stores such as Macy's, Dillard's and Bon-Ton, beginning in September. The campaign is to run in September and October issues of Teen Vogue and Cosmogirl magazines.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty