13 posts tagged "BLK DNM"
We feel a trend coming on…after the up-and-comers behind Highland telling us that freedom was at the center of their budding brand and Phillip Lim asserting that the same liberty was the spirit of his Spring ’14 campaign, BLK DNM’s Johan Lindeberg has now turned out a freedom-focused Wild poster, which debuts exclusively here. Starring Arizona Muse on horseback, the guerrilla campaign is the ninth in BLK DNM’s Wild series, with previous posters featuring the likes of Gisele, Karen Elson, and Kenza Fourati. “BLK DNM is inspired by people who step out on the street and say what they really think is right. It’s about having the freedom to express your true intuition, whether it’s through painting, protest, poetry, or photography,” Lindeberg told Style.com. “Freedom is one of the most essential values in life. My daughter Blue says she still remembers starting to scream out ‘freedom’ for the first time when she was 4 years old.”
The designer, who lensed the campaign himself just outside Paris, explained that he got the idea to snap Muse on horseback after learning that she grew up riding in Santa Fe. “I love horses—they’re very calming. But the first horse we used got a little crazy and nearly took off with Arizona. Fortunately, she knew how to get control before he reached the woods.” Sounds like that steed knew a little something about freedom, too.
If you live below Fourteenth Street, you’re going to be seeing a lot of Kenza Fourati tomorrow. The Tunisian model is the star of cult downtown basics label BLK DNM’s latest “Wild” campaign. Lensed by the brand’s founder and creative director, Johan Lindeberg, the images have become BLK DNM’s signature, though slightly unorthodox, mode of advertising. Lindeberg takes raw snaps of models like Gisele, Caroline de Maigret, and Karen Elson in BLK DNM’s second-skin jeans and leather jackets, turns them into posters, and plasters them across downtown Manhattan. It’s a bit of a guerrilla approach, if you will.
The newest installment, which was shot last week during a trip to Rio de Janeiro, has a particularly powerful message. Fourati is highly active in the political and social revolution in her native Tunisia, and Lindeberg wanted her strength to come through in the snaps. “The scenery was beautiful, but the shoot was dangerous, because Kenza was standing on a ledge. But she didn’t care,” Lindeberg told Style.com. “She just raised her fist to the sky spontaneously. I could feel that her energy was real—that she felt the same feeling that she does on the streets of Tunis, protesting, shouting, ‘Dégagé, let go!” to the former government. The pure energy is the strength of the picture.” Catch the campaign’s debut here, exclusively on Style.com.
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.
“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.
BLK DNM may be known for, well, its denim. But over the past three years, Johan Lindeberg has built up a finely tuned collection of duds tailored to the downtown set. Vampy bohemian skirts, effortless T-shirts, smart blazers, and laid-back blouses have all become favorites. However, his leather jackets are a particular highlight. “They’re a very important part of our DNA,” said Lindeberg. Enter BLK DNM’s latest endeavor: Leather Project X. “X means collaboration,” explained the designer when asked about the name. With whom, you might wonder, is he collaborating? His customers. Today, Lindeberg launches a permanent custom leather-jacket station at his downtown New York flagship, where shoppers will be able to pick from a kaleidoscopic array of styles, leathers, and trims. For instance, you could finish a cropped silver-foiled lambskin biker with a shearling collar, top off a navy shorthair sheepskin pilot jacket with an electric blue croc-embossed back, embellish a reflective green lambskin look with purple goat hair…you get the idea.
Aside from the fact that they’re some of BLK DNM’s hottest-selling items, Lindeberg has a personal connection with leather toppers that stems from his childhood. “I bought my first leather jacket in Copenhagen when I was thirteen. It was a brown pilot style. And I actually shortened it myself after I brought it home,” he recalled.
The jackets—two versions of which debut above in Lindeberg-lensed images of model and The Wolverine star Rila Fukushima—are all made here in New York and range between $2,500 and $3,000. The project will roll out at BLK DNM’s international boutiques this month, and Lindeberg plans to launch an online version, as well as an iPhone app, later this year.
BLK DNM is located at 237 Lafayette Street, New York, NY 10012.
“I’ve always been inspired by strong women with integrity,” says Johan Lindeberg. “And I like to surround myself with a lot of them.” Lindeberg’s circle of tough chicks inspired his most recent project: a limited-edition, super-luxe version of the BLK DNM leather jackets
that are already a house favorite. “Whenever I’d meet or collaborate with someone, like Anja Rubik or Caroline de Maigret, I’d envision a different jacket,” he explains.
Focusing on texture and intricate embellishments, like croc-stamped lapels and fur accents, the eight-piece collection features buttery green, brown, black, and purple Italian leather, as well as printed shearling. This kind of luxury doesn’t come cheap: Available from Friday at Colette, as well as the BLK DNM stores in New York and Stockholm, the jackets will range from $3,495 to $3,995, a little steeper than the brand’s usual democratic prices. “When something’s really special, it’s going to cost more,” the designer shrugs, noting that each jacket is made in New York’s Garment District.
It should be noted that Lindeberg hasn’t forgotten about the guys in his life. In addition to creating custom suits for artist Aaron Young, as well as a made-to-order shearling for The Strokes’ Albert Hammond, Jr., the designer has a similar menswear project in the works. But for the moment, this leather’s all for the ladies.