SS14 Campaign - RELEASE - @Sir_New

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.