NEW YORK — Donna Karan’s fall Collection campaign is further proof that there really is no place like home.
This story first appeared in the July 1, 2002 issue of WWD. Subscribe Today.
After the last two seasons, when the campaigns traveled to Vietnam and Marrakech, the designer’s ads for fall return to celebrating “the soul and spirit of New York.” It might seem traditional material for Karan, but she insists there is still plenty left to say about the city. “Paris is Paris; London is London; Milan is Milan, but New York — you can almost transform it. It has so many subcultures,” she said.
The ads were shot by Peter Lindbergh at Nell’s, a nightclub in New York. “It’s sort of a bluesy, sultry decadent story,” explained Trey Laird, owner of Laird & Partners, the ad agency that created the campaign. “It sums up the mood of Donna’s collection. It’s emotional and womanly.”
Ironically, the New York ads were inspired by Karan’s travels abroad. The designer might still be recovering from the broken leg she suffered in a skiing accident this winter, but she’s certainly been getting around. The campaign’s nightclub setting was inspired by a recent visit to Paris for a birthday dinner at a restaurant called Prunier, and she also recently saw Bruce Willis, who plays in a band called The Accelerators, in concert at B.B. King’s. “It was the coolest thing.”
“I had been going dancing a lot. It’s a great form of release, and you see people expressing themselves in different ways. I wanted to look at the soul of New York. The photographs are dramatic and sophisticated and very steamy,” said Karan.
The ads portray a cinematic story and feature Erin Wason, Rie Rasmussen, Maya and Kirsten Owen, as well as male models such as Andoni and Mipam Thurman (Uma’s brother).
Patti Cohen, vice president of marketing and public relations at Karan, said the budget is flat to last fall. Multipage units will run in W, Vogue, Vanity Fair, Harper’s Bazaar, French Vogue, British Vogue, the New York Times Magazine and V. Singles and spreads will appear in In Style, Elle, Town & Country, Allure, German Vogue, Italian Vogue and Interview.
Lindbergh also shot the DKNY ads, which take a different view of New York. The ads feature Delphine Damien and Maria Carla. “What’s important is the clothes. The ads have a downtown New York attitude and sensibility, said Laird”
DKNY’s ad budget is also flat for fall. Ads will break in August and will appear in Vogue, W, Elle, Jane, Vanity Fair, Harper’s Bazaar, Marie Claire, Lucky, Details, GQ, In Style, the New York Times Magazine and Interview.
According to sources, DKI’s annual ad budget is in excess of $25 million.