Skip to main content

SS14 Campaign - RELEASE - @Sir_New_York


SIR NEW YORK SS/2014
 
The SIR NEW YORK SS campaign was partially inspired by artist Alexander Kargaltsev who created a powerful image in response to the photo of Dasha Zhukova sitting atop a Bjarne Melgaard reinterpretation of British Pop Artist Alan Jones erotic sculpture. The campaign is about the beauty of all people and cultures. The philosophy of SIR NEW YORK is to appeal to a broad spectrum while maintaining its resonance in a super-stylized niche market.
 Typically you don’t see Black/Ethnic models as the  ”ideal archetype” -  "I want to see it on lots of different kind of people. From the up and coming youth to the club kids at night. From hip hop to goth and everything in between. I want it to resonate with all kinds of people from different walks of life. I love seeing how people put it into their own context how they mix it into their own style." For SIR designer Auston Bjorkman, this collection is a step forward in a new, elegant and distinct direction. "We are excited to see how the brand progresses" Says Bjorkman
When explaining the direction for the campaign Creative Director Patrick Duffy explains  "It’s a power struggle, it’s effortless, it’s stunning, it’s slightly harrowing and there is a message that is the ethos of SIR - A sophisticated, raw and sensual new aesthetic."  " (artist) Alexander Kargaltsev was incredible to collaborate with. He was hands on and worked with us to establish the emotional energy that we hope to create for the viewer. We were going for traditional Aristocratic poses from historical paintings with a little BDSM."
The campaign was a collaborative effort with other friends and artists who have vested interest in the brand.  Photographer Gabriel Magdaleno is responsible for the photographic images and captured the essence of the brand perfectly.  Hair by Lorenzo Diaz and makeup by Sarah Lee as well at the Studio 123 Bowery who was incredible to donate the space for the shoot. 




INTERVIEWS:
PATRICK -> AUSTON 
How would you describe the ethos of the brand? 
Athleticism with a hint of provocation
When you are creating a collection, how would you describe your process? Is it a collective of ideas? or more of a personal resonance?
It’s both a collective of ideas that run throughout the process and ideas that resonate with me on a personal level. I keep a collection of images as inspiration for the color story, and usually reference a different sport each season. I’ve always loves the different style lines of athletic gear.
Is this your first time working in collaboration with art/artists? 
No I’ve been regularly collaborating with artist and illustrator Ross Schaner on prints and graphics. This season spring season 2014 we were inspired by surf wear. I wanted to use more color but still keep it dark. Ross and I have a really great understanding and appreciation of each others work and direction.
Who would you most like to see your clothing on?
Honestly there is no one person… I want to see it on lots of different kind of people. From the up and coming youth to the club kids at night. From hip hop to goth and everything in between. I want it to resonate with all kinds of people from different walks of life.
I love seeing how people put it into their own context how they mix it into their own style.
——-
AUSTON -> PATRICK 
You have a keen eye for art and artists, how did you develop this?
It’s just something that is inherent in my constitution.  I love creativity and personal expression. I have come to appreciate many different embodiments of creative culture that inspire me in my daily life and projects with the agency too.
You’ve been working with young artist helping to take us to the next level.
When did you start working with young artist and what spurned this desire? 
I have always loved the the excitement and fortitude of those who are in the infancy of their process. It’s an incredible feeling for me to be able to foster and facilitate new talent.  I can remember being in a place where I didn’t know anyone or have any resources.  The Campaign Collaboration process is like being connected to my past while also pushing a particular culture forward via assisting those with a vision and honing in on their own individual paths.
You are involved in many different aspects of fashion and the industry. How did this begin? 
Tough question. I suppose with my desire to create and express a point-of-view via style and personal dress.  When I was young, I was fortunate enough to have been a part of a family of forward thinking creatives from Minneapolis at The VISION Agency. Two of my personal Icons, Teqen Zéa-Aida and Nathan Youngerberg the founders of Vision gave me wings. from there it’s been a wild ride. Following my launch in the 612,  I have produced events, collaborated, worked with and contributed to many different artists and designers from around the world, it’s been incredible - I am so fortunate and grateful.
On this project with me you brought in Alex to collaborate bringing fashion and art together to help Sir New York make a bigger statement about struggle and beauty. Can you talk about how this collaboration came about?
Intandem Creatives works with young artists via a process we call “Campaign Collaboration” - We sit with each artist/designer and consult on the brand and create a solid direction for them.  We also facilitate press and get them seen by a multitude of editors and industries to widen the impact of what we try to create.  This campaign was inspired by artist Alexander Kargaltsev who created a powerful image in response to the photo of Dasha Zhukova sitting atop a Bjarne Melgaard re-interpiration of British Pop Artist Alan Jones erotic sculpture.  (Wow, that’s a mouthful!) Really though, the campaign is about the beauty of all people and cultures. Typically you don’t see Black/Ethnic models as the  ”ideal archetype” in the fashion industry which saddens me.  When you see the artistry and refinement of these photos you actually don’t quite know what to think.  It’s a power struggle, it’s effortless, it’s stunning, it’s slightly harrowing and there is a message that is the ethos of SIR - A sophisticated, raw and sensual new aesthetic.  Alex was incredible to collaborate with. He was hands on and worked with us to establish the emotional energy that we hope to create for the viewer.  We were going for traditional Aristocratic poses from historical paintings  with a little BDSM.  We also worked with good friend and Photographer Gabriel Magdaleno who is a genius with the camera, capturing the moments and essence of the shoot perfectly who also shares the passion for new and fresh.  Hair by Lorenzo Diaz and makeup by Sarah Lee as well at the Studio 123 Bowery who was incredible to donate the space for the shoot.
What makes you so excited to work with young upcoming designers and artists like myself? 
First of all, I love SIR and what you create and with Campaign Collaboration, we get to work together to come up with a fresh new idea. The idea isn’t something you are already seeing on the pages of magazines - It’s unique and individual. What excites me is being a part of the process and getting to grow with you and your brand.  I can’t wait until we are 20 years in the future to see what we might have “tipped” or “sparked” - hopefully more ideas more individuality and SIR NEW YORK everywhere.


Comments

Most Popular Post

.@adidasoriginals Originals by wings+horns FW17 / #adidasoriginals

adidas Originals by wings+horns FW17

The Tragically Hip - Ahead By A Century

We lost a great man yesterday to Brain Cancer, "Gord Downie" lead singer of The Tragically Hip, for all our international followers, he was like a John Lennon...
This was one of the many songs I use to listen to growing up "Ahead By A Century", I will share more of his work in the next coming days... 
- TONY-
WE MISS YOU GORD YOU WERE A STAPLE....

"BEST SINGER SONGWRITER" DAHLIA WINS x TWO AT 2017 TIMA / .@dahliamusicnow

INTRODUCING DAHLIA AND HER NEW ALTERNATIVE INDIE-POP EP, ‘SHIFT’
Show — October 17th @ The Piston (Toronto) Show — November 3rd @ the Monarch Tavern (part of RedPine Music Night) (Toronto)
Awards — Won “Best Singer Songwriter” 2017 Toronto Independent Music Awards Awards — Won “Best Song: 2nd Runner Up” 2017 Toronto Independent Music Awards “Best Singer Songwriter” & “Best Song: 2nd Runner Up” for “Dreamlova” — linked here! WINNER for “Best Singer-Songwriter” in the 2017 Toronto Independent Music Awards, indie-pop powerhouse DAHLIA releases her new alternative indie-pop EP, ‘Shift."  A familiar indie industry face since 2006, DAHLIA — Dahlia Fernandes — has long been dubbed one of the most dexterous songwriters on the scene. Having created in collaboration with the likes of Rich Kidd (Drake, Busta Rhymes, K-os), Roy Hamilton III (Michael Jackson, Britney Spears, N’Sync), and America’s Got Talent’s Stacey Kay — as well as placing a song in Degrassi’s Ana Golja’s film, ‘Full Out’ (see…

YSL Beauty opens its first pop-up shop in Canada / Yves Saint Laurent

POP-UP SHOP TORONTO
THE BRAND’S FIRST EVER FREESTANDING SHOP IN CANADA
On Wednesday, November 1st, 2017, YSL Beauty opens the doors of its very first pop-up shop in Toronto. The 1100-square-foot shop is housed in Square One shopping center until December 31st, right in time for the festive season.
YSL Beauty is breaking new ground with the opening of its first boutique in Canada with a mission to recruit millennials and immerse them in a young, edgy and luxurious world. With a storewide assortment of over 400 units, the pop-up shop includes a focus on YSL’s best-selling franchises within lips, face and fragrances, including the recently launched Tatouage Couture and Teint Encre de Peau All Hours.
A two-month beauty temple. The pop-up will let the Canadian beauty girls and boys experience one of the hottest brands of the moment. They will have exclusive first access to the latest limited editions, create their own personalized lip wardrobe, enjoy free makeup consultations, enjoy always-…

SECOND SHOW: Rap Season presents Majid Jordan at REBEL

PHASE ONE IS #1 .. AND HUFF POST AGREES

Phase One CEO Frank Babar has been making power moves in the music industry for over 35 years. This month, the entrepreneur took time out of his busy schedule to speak candidly with Huff Post about the successes of P1, and his vision for the future. Check out the article HERE
This week Phase One is also celebrating the release of Maino's gritty street anthem "Bag Talk," featuring Dave East."Bag Talk" was released on Phase One subsidiary label Litt Music / Hustle Hard.Plug in your aux chord and stream the song HERE.

FUTURE & YOUNG THUG TEAM UP FOR SURPRISE MIXTAPE 'SUPER SLIMEY' OUT TODAY

INVADING DIGITAL RETAILERS NOW
TOP 10 ON ITUNES OVERALL TOP ALBUMS CHART & TOP 5 ON TOP HIP-HOP/RAP ALBUMS CHART

Rap Season and Live Nation present .@DanielCaesar at Danforth Music Hall

PUR ATTITUDE™ SUPPORTS NATIONAL BREAST CANCER FOUNDATION, INC.®

PUR ATTITUDE™ SUPPORTS NATIONAL BREAST CANCER FOUNDATION, INC.®

.@JaheemRichMuzic - Deserve It All (VIDEO)

Check out this new video by Jaheemrich filmed by my business partner MRDAMIANSINGH...
Jaheemrich has came a long way perfecting his craft, now he's ready to let the world know....
HE DESERVES IT ALL...


IG @jaheemrichmuzic  Filmed: MRDAMIANSINGH