Karlie Kloss for Barneys spring 2016
For its latest campaign, department store chain Barneys New York is using spring trends to show where fashion and art overlap.
To do so, Barneys collaborated with photographer Juergen Teller and supermodel Karlie Kloss for a photo shoot staged during Miami’s Art Basel. With so many similarities, fashion brands and retailers often pair works of art with apparel, showing how the two feed off and inspire one another.
Together again
Barneys’ spring 2016 campaign marks the first time Mr. Teller and Ms. Kloss have worked together in almost a decade. The pair first met in 2008 for Ms. Kloss’ first major campaign, a fragrance effort for Marc Jacobs’ Lola perfume.
When approached by Barneys for the spring 2016 campaign, Mr. Teller felt Ms. Kloss was the perfect fit for the Miami location, saying that she is “an American sporty supermodel” and that the South Florida city is a “muscled sports environment.”
Karlie Kloss in Altuzarra and Manolo Blahnik pumps, Barneys spring 2016 campaign
Rather than staging the campaign, Mr. Teller took a free-spirited approach to the atmosphere used for the photographs. The pair went around Miami in a van, with Ms. Kloss changing outfits in the backseat, to find the best locales.
The end result places Ms. Kloss in a wheelbarrow at an active construction site and with body builders at the beach. A full account of Mr. Teller’s and Ms. Kloss’ time shooting the spring 2016 campaign has been included on Barneys’ content site The Window.
Barneys’ article for the spring campaign is also shoppable, allowing consumers to immediately interact with its offerings.
In the spring campaign, Ms. Kloss was photographed wearing the latest trends with looks by The Row, Prabal Gurung, Gabriela Hearst, Manolo Blahnik and Celine.
Karlie Kloss in Paco Rabanne, Barneys spring 2016 campaign
Salvatore Ferragamo recently worked on an effort with Wallpaper* magazine that took a similar approach to spring fashion.
Ferragamo used pieces from the spring/summer 2016 collection to explore how it is positioned at the intersection of fashion and art.
Driving this concept home and illuminating its mantra that “there is no limit to beauty or the pursuit of perfection,” Ferragamo worked with shelter publication Wallpaper* magazine Bespoke on a digital series of short films. The end result includes an “in conversation with” interview discussing the “pursuit of beauty,” stylized stills and a curated apparel and accessories edit (see story).
Beyoncé Knowles-Carter’s Ivy Park activewear
Beyoncé Knowles-Carter is the latest pop singer to try her hand at fashion design with the launch of Ivy Park, a line of activewear.
Celebrities are often tapped to collaborate with designers on capsule collections, as singer Rihanna just demonstrated with her Manolo Blahnik line (see story). For Beyonce, taking creative control of the collection, similar to Rihanna’s creative role at Kering-owned Puma, authenticates the apparel and proves the seriousness of the celebrity’s fashion endeavors.
Bodies by Bey
Activewear and athleisure has surged in popularity thanks in part to designers such as Alexander Wang and even Kanye West, who works with Adidas (see story).
Ivy Park is a joint venture between Ms. Knowles-Carter and Sir Philip Green, who owns retailer Topshop. Ivy Park is on course to be a stand-alone brand, not another celebrity-backed capsule collection.
Campaign image for Ivy Park
Ms. Knowles-Carter started the line because she was unenthused with the current market options. Due to her very busy schedule the singer often finds herself relying on activewear rather than the high-fashion ensembles she is usually photographed wearing while out or on stage.
On past tours, Ms. Knowles-Carter has been dressed by Givenchy and Versace and has worn custom Stuart Weitzman shoes (see story).
In a statement, Ms. Knowles-Carter said she hopes to “push the boundaries of the athletic wear and to support and inspire women who understand that beauty is more than your physical appearance.”
The collection is expected to launch on April 14 after 18 months of development. Ms. Knowles-Carter has selected Nordstrom, Selfridges and Net-A-Porter as the line’s retailers, as well as Sir Philip’s Topshop.
With such a diehard fan following, these retailers are likely to see increased interest in their offerings once the Ivy Park line becomes available.
Ivy Park, consisting 200 pieces, include sports bras, tops, over-the-knee varsity socks, sweats and leggings, all meant to flatter a range of body types. Pricing for the collection ranges from $30 to $200.
Campaign image for Ivy Park
Ms. Knowles-Carter’s husband, Shawn “Jay Z” Carter, has also took his turn at designing for brands with a presence at high-end department stores.
For example, in 2013 Swiss watchmaker Hublot, together with Jay Z, unveiled two wristwatches that made up the rapper’s larger collaborative effort with department store Barneys New York to further align the watch brand with the iconic figure and the retailer.
The watches were part of Jay Z’s “A New York Holiday” capsule collection that was exclusive to select Barneys locations. Jay Z’s A New York Holiday collaboration featured multiple brands to create a total affluent lifestyle that would appeal to consumers beyond timepiece enthusiasts (see story).
March’s Seatrade Global convention is the cruise industry’s chance to convene, make deals, announce last year’s important statistics to their peers, and discuss the trends ...
via JustLuxe.com
