The Sartorialist’s DKNY Jeans Spring Summer 2009 Ads

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You may remember a Photoshop teaser I made a while back regarding this new Spring Summer ad campaign for DKNY Jeans shot by the Sartorialist.

Now the real photos have surfaced and, I must say, I may as well stick to my photoshop! Because the real thing looks just as awful as a paste-in, imposed photo on a strange background. Scott Schuman did what he only knew best – photographing people in the street. Only this time, the expectations from an actual ad campaign are higher than those of the average street-style-blog-consumer. Not to mention the incredible amateur border! I could see those pictures working wonders for one of those catalog selling businesses (or simply for the original street style blog) but I can’t see this kind of official marketing selling actual fashion. Do you? (photos via tfs)

Sartorialist DKNY Jeans Spring Summer 2009 ad campaign


#1 Dolly Bird on 01.07.09 at 1:34 pm

I like the clothes but the marketting seems cheapskate.
Nothing to write home to mother about.

#2 Ellington on 01.07.09 at 1:55 pm

The clothes are nice just like Dolly Bird said but as for the photos I think that the J Crew people do a better job with their photography.
Oh and Kpriss your joke version was much better! : )

#3 Adriana on 01.07.09 at 5:25 pm

Not impressed at all. Sorry girls, its DKNY but I see nothing special than what I see walk around on a daily basis…..
Mr. Sartorialist should stick to his own work. Or is this a new trend for bloggers? Kpriss, since you’re on your way as Ellington joked with photoshop/airbrush, when is your real debut? Of course we’re gonna love it!

#4 theresa on 01.07.09 at 6:30 pm

i love streetstyle photos by the Sartorialist, but these do not work out as a good idea. Instead, these turn out really cheap and such strategies to cut costs are really not wise at all.

#5 Ron on 01.08.09 at 2:52 am

Truth is, Mr.Schuman certainly didn’t style these ads, he didn’t design them, and I really doubt that he added the admittedly unfortunate border effects.

He just did what he was asked–produce photography in the style of Scott Schuman: the look of everyday people stopped on the street, looking natural and at ease in comfortable, fashionable clothing, and he did the job well.

And I really doubt this was an attempt to “cut costs”. Schuman is hot, the Schuman look is hot. These ads simply capitalize on that.

#6 kpriss on 01.08.09 at 7:08 pm

Oh, girls, you make me blush! If I’ll ever have my stardom ness breakthrough, you’ll be the first to know!

theresa and Ron, I stated my opinion about Mr Schuman several times before but I’ll be happy to do so again, so there’ll be no misunderstanding. I happen to think there’s a reason why models are skinny like they are, why magazines are made by media giants and haute couture designed by specialized and gifted designers. Some things are just meant to be professional. And even if Mr Schuman did his breakthrough with street style blogging (even if I haven’t searched if he was really the first doing that kind of “art”), he shouldn’t necessarily be placed on a pedestal. He does what he knows best, then maybe he should keep doing that. And not something else. Because he was brought up from the average bloggers lineup by the media and he will be the first to take the fall if something, anything goes wrong…

#7 Adriana on 01.09.09 at 2:48 am

I own a wonderful (coffee-table) photo-book bought in a such a nice bookstore where one also can find old(er) books off all kinds. I found there years ago a photo-book by a Dutch photographer Ed van der Elsken. One of Dutch photographers best of the former era. He started the art of making photos of people in the streets back in the 60’s! Beautiful black/white photos. The man had a keen eyes for the right people and situations. I don’t know I see the work of Mr. Schumann as art but Ed van der Elsken’s work is art for sure!

#8 Ron on 01.11.09 at 3:41 am

kpriss, I’d say Schuman is unique from much street photography by his attempt at a serious look at how everyday people interpret fashion. And he’s become very well-known along the way in doing this.

So I think it was his name recognition and “star” status that got him that job, and not because his style was particularly appropriate for the job at hand. You could get a very talented but unknown photographer to mimic the Schuman look, using the right sort of models, and the ads wouldn’t have gone anywhere special.

So to sum up, I wasn’t defending the ads themselves or the choices made by the AD in designing the ads, I was defending the way Schuman handled the situation he was thrust into, by remaining true to his own style–even if it was perhaps the wrong style.

Adrianna, I wasn’t familiar at all with van der Elsken’s work, thanks for mentioning him. I’ll offer in turn, if you are not familar with French photographer Henri Cartier-Bresson, or Robert Frank (whose street photography of mid-’50s America resulted in a famous book called The Americans), I think you’ll enjoy them both for their own unique styles of street photography.

#9 Adriana on 01.11.09 at 10:23 am

Hi Ron, I’m familiar with both photographers! If you love them I think you shall enjoy Ed van der Elsken’s work too. After he died other photographers stood up but they never have been able to reach his league. Ed’s work gives a interesting view of the Netherlands one off them especially about Amsterdam does. He did more though than only street-photography. He was unique like Henri Cartier-Bresson and Robert Frank. But thank you ever so much for being so attentive.

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