Tuesday, December 16, 2008

The Sartorialist Shoots DKNY Jeans

From WWD yesterday

ON THE STREETS: DKNY Jeans hit the streets for spring. The brand?s new ad campaign, conceived by Laird + Partners, was shot by Scott Schuman in his famous ?The Sartorialist? format. The ads showcase a mix of New York notables including Sean Lennon, Daisy Lowe, DJ Coleman, Luc Worrell and Chanel Iman. The campaign is a departure for the DKNY Jeans brand (which is owned by Liz Claiborne Inc.). Not only is this Schuman?s first time shooting for the brand (and his first time shooting a major campaign), but the ads present the collection with one or two individuals in each image, rather than in the usual group format.

Patti Cohen, executive vice president of marketing and communications for Donna Karan International, said the campaign reflects everything that Karan thinks about when she thinks of denim. ?Donna always says that jeans are not about a season, but rather part of your skin, something you can?t live without,? Cohen said. ?So we wanted to make a personal statement about jeans and fashion and Scott seemed so perfect to shoot this. He brings such a freshness to street style.?

The ads each showcase an individual in a caught-on-the-street style in several areas of the city. The idea, Cohen said, was to highlight a broad spectrum of personal styles, which can easily be translated from the streets of New York to a suburban mall.

Despite the recession, Cohen said the company isn?t planning to cut back on advertising for the DKNY Jeans brand. She said the ads will hit for spring, beginning with the February issues of such books as In Style, Elle, GQ and Details as well as online and on billboards across the U.S., Mexico and Canada.

? Julee Kaplan

When I showed up for the first day of the shoot I was walking around 39th street trying to figure out which mobile home was for me. I figured the other mobile homes were for another shoot or some other event happening nearby. Eventually one of the assistants came out and found me. I asked her, “which mobile home is ours?” She said “They’re all ours.”

4 mobile homes, 2 cube trucks and several vans and cars is quite a different set-up from my usual “on the street” shooting style but when it came time to take the shots everything was as normal as any other day (except for the hair and makeup people) (oh, and the stylist) (oh yeah, and the caterer) (and the dancing Russian bears I requested – I’ve gotta have some crazy requests right?)


Close comment

Detach comments


  1. Mens designer clothing

    December 16, 2008 at 10:10 am

    DNKY jeans are a really nice jean but I just dont see much of the brand in England anymore

  2. Fashion Tidbits

    December 16, 2008 at 10:27 am

    lol! :P rock on Scott!

  3. ricola

    December 16, 2008 at 10:37 am

    One can never have enough dancing bears, Mister Schuman. Congrats on the sweet assignment.

  4. Jingoist

    December 16, 2008 at 11:09 am

    What I love about it most of all is how your shooting style so easily translates to the big corporate brand scheme and makes the product such an easy focal point. It’s nice to see a brand recognize that less is more (not counting the 4 buses and 2 trucks and entourage of course).

    Congratulations on the forthcoming “mainstream” notoriety. But, more importantly, congratulations for being recognized for your talent.

  5. Ken

    December 16, 2008 at 11:15 am


    what it’s a pity is that the real works gets lost with that “not high level” graphic treatment. I say it with all my respect, but for me, it’s not well balanced.

    Thnks .)

  6. sugarxnspice

    December 16, 2008 at 11:26 am

    Dancing bears – Scott, you’re so cute!

    The concept is so fresh, congratulations and can’t wait to see the whole set!

  7. suzanne nelson

    December 16, 2008 at 11:47 am

    Dancing Bears wearing DKNY jeans?

  8. E

    December 16, 2008 at 11:53 am

    hahaha dancing Russian bears. Hilarious.

    That’s awesome that you shot for DKNY.

  9. Anonymous

    December 16, 2008 at 11:57 am

    The guy in the second DKNY photo is very courteous, carrying his girlfriend’s bag.

  10. Kate G.

    December 16, 2008 at 12:25 pm

    DKNY has often had an on-the-street look in their campaigns, BUT this is the first time in a long while that they’ve had the right shooter. Congratulations!

  11. Rodney ANGERFIELD

    December 16, 2008 at 1:15 pm

    That’s very bold of them to employ you, as you’ve practically trademarked this style of shooting…


  12. Jack Daniel

    December 16, 2008 at 1:30 pm

    wow, you’re already being treated like a true celeb.

  13. lisa

    December 16, 2008 at 1:53 pm

    Great job. The campaign shots you feature here look fantastic!

  14. MJ

    December 16, 2008 at 2:02 pm

    Love the campaign!

  15. thwany

    December 16, 2008 at 2:26 pm

    all the trailers and mobiles seem excessive — but the shots looks great nonetheless.

  16. D.

    December 16, 2008 at 2:27 pm

    Anonymous at 11:57: “The guy in the second DKNY photo is very courteous, carrying his girlfriend’s bag.”

    The bag looks great and gender neutral totes are fantastic, so if you’re only interested in the sort of men’s fashion that your high school won’t deem, like, tooootally gaaay, then find yourself a Hollister catalogue.

  17. Rita

    December 16, 2008 at 2:55 pm

    Congratulations! And, as always, lovely shots.

  18. Anonymous

    December 16, 2008 at 2:59 pm

    congratulations sart! the ads look great. wish we could see them bigger though!

  19. Stephanie

    December 16, 2008 at 3:24 pm

    congratulations! i look forward to seeing the whole set; will look for them in the spring mags. the street style concept for the ad campaign is refreshing.

  20. Anonymous

    December 16, 2008 at 4:10 pm

    i love dkny, i have a great little cropped wool jacket that i wear during the fall. i’ll have to look into their jeans. maybe it’s just me, but whoever did the edges for your pictures seem to be channeling some of the amazing Jules Olitski.

  21. Anonymous

    December 16, 2008 at 4:41 pm

    larger than life Scott. Larger than life!

  22. Remah

    December 16, 2008 at 4:53 pm

    I wanna be in your shoes! :[

  23. Anonymous

    December 16, 2008 at 5:17 pm

    Looks great!Does anyone know Santana’s (the male model in the campaign pictured here) last name? Thanks.

  24. Shaina

    December 16, 2008 at 7:40 pm


  25. Hilda

    December 16, 2008 at 8:27 pm

    LOL at the dancing bears! :D

    Congratulations! I’m glad a major brand finally caught up with your street photography style — we’ve been enjoying it for so long, it’s about time more people did too.

  26. Anonymous

    December 16, 2008 at 8:29 pm

    hehee arent you spoiled

  27. Emily Wong

    December 17, 2008 at 2:17 am

    These are really great shots. Although, I do hate the frame… would be better without it. The colors are too distracting.

  28. nyc/caribbean ragazza

    December 17, 2008 at 6:06 am


  29. Barbara

    December 17, 2008 at 6:29 am

    Yes, Scott – congratulations on landing this campaign. Love the fact that they wanted a Sartorialist slant to it – shows how influential you are and what a spectacular following you have. Just stay as individual and quirky as you are and don’t let them mould you into another advertising mainstream mogul…..

  30. faggoting

    December 17, 2008 at 10:08 am

    Immediately you’ve injected “cool” to a brand that has been faltering with controlling their image. These photos look great, I never would have thought they were DKNY Jeans on their own. Smart move tapping you. You should shoot the DKNY womens and mens campaigns too!!

    And and you know who totally should have snagged you first? The GAP. You’d do their marketing campaign wonders.

  31. ellastica

    December 18, 2008 at 5:44 pm

    donna always picks the best photographers!

  32. Chris Johnson

    December 19, 2008 at 1:54 pm

    OWWWW!! These shots are HOTTTT!

  33. Anonymous

    December 21, 2008 at 10:43 am

    I actually have two pairs of DKNY jeans, and one of them is worn by that girl. DKNY has a great-fitting, affordable, high quality jean that shares many qualities with the high end designer brands I usually wear. The fact that the company is advertising these jeans during a recession is the right strategy for the DKNY brand.

  34. Monique

    December 22, 2008 at 8:15 am

    UK? there’s definitly a DKNY Jeans store on New Bond St – popped in there last week during Xmas shoppng….. and at the new Westfield.

    Ditto congrats on the shoot Scott!

  35. line 6

    September 14, 2011 at 5:31 pm

    Hi, great post! Thanks..

  36. recession

    March 18, 2015 at 4:38 am

    cool article!
    cool business to have! during recession is doing fine!


Leave a comment

Related posts