DONNA TAKES A TREK
Byline: Lisa Lockwood
NEW YORK — How do you top those steamy photos of Jeremy Irons and Milla Jovovich holed up in a French colonial hotel room in Vietnam?
That was the challenge posed to Trey Laird, executive vice president, corporate imaging and creative services at Donna Karan International, who after receiving positive feedback from Karan’s spring Vietnam ad campaign, wanted to create another cinematic story “that takes you somewhere.”
Irons was game for the sequel. But after two seasons with Jovovich, they decided to go with Amber Valletta, whom they felt was more appropriate for the clothes this season.
Since Karan’s fall Collection was “very bohemian and nomadic,” Laird said, “Donna wanted to go on a trek. “We wanted to go to the Andes in Chile and it was all set. [But] a week before, Jeremy was doing a movie in Morocco, and the film company wouldn’t release him to leave the country for insurance purposes+.You freak out and then you deal with it.”
“We sort of switched gears,” said Laird, who hired a production person to find a new location, which turned out to be the Atlas Mountains outside of Marakesh. The ads were shot in early June by Mikael Jansson.
Karan’s crew set up tents to create the trekking story, where Irons and Valletta travel on horseback from location to location. They hired about a dozen horses, llamas and yaks and even rented a snow-making machine to set up a snow scene.
Laird noted that Irons and Valletta “had an amazing chemistry. We shot for four days on the days Irons had off [from shooting his movie].” There are images of Irons and Valletta hugging and riding horses together. “It’s more about the sensuality than sexuality.”
Karan’s fall collection had an equestrian theme, with lots of black, big black boots, riding pants, ravaged skirts and furs. “Donna wanted the pictures to have a spirit to them and a sense that they take you somewhere. It’s very important that the clothes stand out and are not secondary,” said Laird.
The ads, timed to coincide with Karan’s first Manhattan flagship opening in mid-August on Madison Avenue, will run in September issues of Vogue, W, V, GQ, Departures, Vanity Fair, Harper’s Bazaar, The New York Times Magazine, as well as the French, German, Italian and British editions of Vogue, Arena Hommes Plus and Dutch. The ad budget is flat to a year ago.
Closer to home, DKNY’s fall ad campaign stars Angela Lindvall and Nicholas Melville. Jansson shot this ad campaign in Manhattan.
“We wanted to capture the softer side of New York,” said Laird. The models were photographed in Central Park, under the Brooklyn Bridge, in Coney Island and in SoHo.