And we’re embracing it
Diane Von Furstenberg’s Autumn/Winter 2017 campaign has landed, and Jonathan Saunders’ first ad since becoming chief creative officer did not disappoint.
In a way, the campaign looks back at the brand’s beginnings, by celebrating the city where it was founded, New York. But rather than presenting an overly glossy version, instead it showcases its raw energy, diversity and contrast.
The film, shot by Oliver Hadlee Pearch and directed by Jonny Lu Studio, followers four models through their journey of self-discovery in the city.
The fact Luna Bijl, Yoon Young Bae, Angok Mayen, and Cara Taylor, are from different origins (The Netherlands, Korea, Sudan, and America) is all the more significant, especially in a society where racism is still rife.
Throughout the video, you will hear a voice-over by emergin Brooklyn-based poet Rachel Kang, telling the diverse history of Harlem, Tompkind Square Park and Liverty Island.
But the best thing about the campaign is that the beautiful fashion takes a bit of a backseat to the real stars, the city’s residents. Yep, all those people in the background, including skateboarders, dancers and chess players of all backgrounds, are actual New Yorkers.
Jonathan Saunders, told us, ‘This is an important moment for the brand. Through film and stills we have tried to capture the energy of a brand that stands for freedom, self expression, diversity and individuality. I’d like to thank all the creatives who worked on the project.’
As you might have guessed, the new collection is all about embracing the new, without losing focus on what the brand is about. The classic DVF monogram has had a makeover, and bold and colourful prints reign supreme.