ON THE STREETS: DKNY Jeans hit the streets for spring. The brand’s new ad campaign, conceived by Laird + Partners, was shot by Scott Schuman in his famous “The Sartorialist” format. The ads showcase a mix of New York notables including Sean Lennon, Daisy Lowe, DJ Coleman, Luc Worrell and Chanel Iman. The campaign is a departure for the DKNY Jeans brand (which is owned by Liz Claiborne Inc.). Not only is this Schuman’s first time shooting for the brand (and his first time shooting a major campaign), but the ads present the collection with one or two individuals in each image, rather than in the usual group format.
Patti Cohen, executive vice president of marketing and communications for Donna Karan International, said the campaign reflects everything that Karan thinks about when she thinks of denim. “Donna always says that jeans are not about a season, but rather part of your skin, something you can’t live without,” Cohen said. “So we wanted to make a personal statement about jeans and fashion and Scott seemed so perfect to shoot this. He brings such a freshness to street style.”
This story first appeared in the December 15, 2008 issue of WWD. Subscribe Today.
The ads each showcase an individual in a caught-on-the-street style in several areas of the city. The idea, Cohen said, was to highlight a broad spectrum of personal styles, which can easily be translated from the streets of New York to a suburban mall.
Despite the recession, Cohen said the company isn’t planning to cut back on advertising for the DKNY Jeans brand. She said the ads will hit for spring, beginning with the February issues of such books as In Style, Elle, GQ and Details as well as online and on billboards across the U.S., Mexico and Canada.
— Julee Kaplan
A NEW MODEL: OpenGate Capital is seeking acquisitions in the media and fashion industries, and during the past month, the firm has acquired TV Guide Magazine and now, Models 1, the largest model and talent agency in the U.K. and Europe, which has a roster including Agyness Deyn, Amber Valletta, Linda Evangelista and Karolina Kurkova. OpenGate founder and managing partner Andrew Nikou said the firm wants to invest in companies with strong brand equity and a solid track record, adding that he is pursuing opportunities in high fashion, including a “very well-known luxury handbag business.” He declined to reveal more details.
— Amy Wicks
STELLA AND KATE: Stella McCartney took on the reporting duties for In Style’s January cover story on Kate Hudson, for a piece the magazine is calling “her most revealing interview yet.” McCartney talks to Hudson about her new movie with Anne Hathaway and life as a single parent. “I feel good in relationships. I enjoy them, so I feel my best when I’m in something solid. But it’s also the first time I’ve ever taken a step back and gotten a new perspective. So I’ve made a conscious decision to try to stay single as long as possible,” said Hudson.
This is the first time a designer has interviewed a celebrity for one of In Style’s covers — but will this become a more regular format for magazine cover stories? “Yes, we would certainly pair up celebrities again,” said managing editor Ariel Foxman. “It’s our goal to get the most entertaining and candid interview and this is a fun way to go about it.” The issue goes on sale on Friday.