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April 21 2014

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Wild ’n’ Out: Gisele Goes Guerrilla for BLK DNM

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Gisele Bundchen by Johan Lindeberg 

At this very moment, cult sub-Fourteenth Street denim label BLK DNM is plastering downtown Manhattan with its newest “Wild” poster campaign—the company’s only form of advertising since its inception in 2011. Lensed by the brand’s founder and creative director, Johan Lindeberg, the sixth installment of the guerrilla promos feature none other than genetic Powerball winner Gisele Bündchen. But this isn’t your standard Gisele fare—in fact, all that’s shown is the model’s mile-long legs and covetable Brazilian posterior in a pair of second-skin jeans as she’s inspecting the engine of a vintage automobile.

 

Gisele's Wild Poster“We drove together in that car to Brooklyn for the shoot,” Lindeberg laughed. “It’s an ’85 Mercedes!” The designer and model celebrated their collaboration last night at BLK DNM’s Lafayette Street store, where guests such as Marina Abramovic, Theophilus London, and Waris Ahluwalia perused an expansive series of Lindeberg x Bündchen imagery. In darkened gray scale, the arguably austere shots depict Bündchen in various states of undress and undulation. “Maybe it’s a little bit the dark winters [in Sweden], and both my grandparents were priests,” said Lindeberg, addressing his style. “I like that kind of deeper expression, somehow.”

 

Bündchen, perhaps, paraphrased the Lindeberg aesthetic best. “He sees women as real—or, he has a very real idea of women. There’s no retouching. There’s a rawness that’s just kind of who you are, you know?”

 

An exhibition of Lindeberg’s Gisele portraits will be on view at BLK DNM’s 237 Lafayette Street boutique for the next month.

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