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23-05-2012
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J Brand F/W 12.13 : Suvi Koponen & Shaun DeWet by Craig McDean

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23-05-2012
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this is bad...

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23-05-2012
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she's got the look
 
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Suvi was the perfect choice. I love those shots, can't wait to see more!
Simple yet really effective. Somehow it reminds of Jil Sander's ads from the 90's, also shot by McDean.

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23-05-2012
  4
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Quote:
Setting 2012 as the year to focus on its newly launched sportswear business, J Brand is aiming to elevate the brand’s profile with its most expensive ad campaign to date.

Budgeted at well more than $1 million, including media buys in magazines such as Vanity Fair, GQ, Love and French Vogue, as well as Web sites such as Style.com, the fall campaign marks the first time J Brand has hired an outside art director to finesse its image. Karl Templer, the former creative director of Interview magazine, was selected for what Donald Oliver, design director for J Brand’s sportswear division, termed his “minimal, effortless” style. Templer doubled as the campaign’s stylist, picking Craig McDean to photograph the campaign in New York.

Suvi Koponen, a fresh-faced blonde from Finland, and Shaun DeWet, a South African alumnus of ads for Calvin Klein’s Truth fragrance, Yves Saint Laurent and Gap, personified the confidence and subtle sexiness that J Brand wanted to associate with the company.

“This was the year of elevating the brand,” said Jeff Rudes, J Brand’s chief executive officer.

Projected to grow as much as 30 percent this year from last year, when sales were estimated to surpass $100 million, Rudes said J Brand is in the middle of transitioning from a Los Angeles-based jeans brand to a fashion company. As such, it purposely excluded its trademark skinny blue jeans from the fall images. Highlighting the best of fall sportswear, Koponen donned high-waisted leather pants, coated denim and garment-dyed silk chiffon pajama bottoms with a men’s wear-inspired cashmere coat, cotton moleskin biker coat and leather and tweed peacoat, Oliver said. DeWet, on the other hand, sported dark olive jeans with a banker’s coat, wool blazer and leather T-shirt pulled from other fashion brands, since J Brand doesn’t make men’s sportswear.

“That’s all part of this fashion-brand point of view,” Rudes said. “We don’t need to advertise jeans. Jean companies need to advertise jeans. Fashion companies need to advertise fashion.”
wwd / may 23, 2012

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23-05-2012
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Suvi reminds me of Jennifer Jason Leigh in this ad.

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23-05-2012
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I really like Suvi, but I don't like this ad. Her complexion looks very weird contrasted with that background.

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23-05-2012
  7
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Very different from typically J brand previous campaign. However, I want to see the rest of it.

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24-05-2012
  8
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Happy for my girl, but her skin truly looks BAD and the eye make up is hideous, too.

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25-05-2012
  9
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I like Suvi a lot, but there's no life to this

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28-05-2012
  10
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Shaun?oh ,miss you

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28-05-2012
  11
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I really like McDean's studio shoots so this is a hit for me. Craig and Karl always make a fabulous duo.

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02-06-2012
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Love the fact that Suvi is in this ad, but to me the problem it's the make up choice... It makes Suvi looks like a zombie.

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11-07-2012
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17-07-2012
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17-07-2012
  15
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It still sucks, what a waste of a magazine page.

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