DKNY gets intimate in their latest campaign by BENJAMIN VNUK
BY MARISSA TORSIELLO
DKNY has always had a great deal of pure potential. A potential that may not of been best suited to previous owners LVHM, but one that G-III Apparel Group Ltd. has recognized in their $650 million recent purchase of the brand. That recognition is displayed not just in keeping up runway show appearances as in their recent Spring 2017 outing by Creative Directors Dao-Yi Chow and Maxwell Osborne but also in doing what all lifestyle brands should do; creative around their brand extensions. For this fall, DKNY and G-III have shown that they are here to expand their pure potential with an intimate campaign.
The campaign features a stripped down look complete with barely there makeup and basic hairstyling. DKNY in pure form. Lensed by Benjamin Vnuk, the campaign focuses on model Luma Grothe in multiple positions on a bed with crisp white sheets, offering a clean, yet sexy feel all set in a monotone and dry color. With the “less is more” mindset, the new trend seems to be that of very minimal wear consisting of lacey and soft pieces that are direct and to the point.
Which is exactly the direction DKNY and G-III have taken with the brand, showing that ‘pure’ has potential.
Photographer | Benjamin Vnuk
Model | Luma Grothe
Stylist | Roxane Danset
Hair | Kayla MiChele
Makeup | Kristi Matamoros
Location | Pier59 Studios